Campaign Planning/Strategies
"Six Steps for Getting Your Issue on the Air and In Print"
Author: Bill Goodwill; published in Non-Profit Times
"For Social Cause Advertising, Try 'Disenfranchise Marketing'"
Author: Clifford Medney, Fall, 1991 Public Service Report Newsletter
Synopsis: "Marketing efforts against drug abuse, AIDS and the environment, to name a few, are one-dimensionally skewed from an advertising platform,"observes the author,who is sales director for a popular beverage brand. "Little of the marketing integration flows from a master marketing plan where each respective discipline carries the message forth on its own weight." He goes on to say that to be effective, the issue being promoted via PSAs needs to be treated as a product, like a "giant bar of soap out of control" to "disenfranchise" the product from the purchaser."
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article"How to Get Results With PSAs"
Author: Margie Goldsmith
Synopsis: PSAs - particularly for TV - have grown substantially in recent years and this article provides a good overall review of frequency of usage, and planning strategies.
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article"You Can Produce Effective PSAs"
Author: William D. Novelli
Synopsis: Despite widespread criticism, public health PSAs can be effective if you maximize your efforts by taking a systematic, evaluative approach to programs. This article was written by one of the most knowledgeable experts in the country on the subject of social issues marketing, and was a co-founder of the public relations firm Porter-Novelli.
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article"Health PSAs: What Does the Future Hold?"
Spring 1991 Public Service Report Newsletter
Synopsis: A roundtable discussion among 41 health communications practitioners reviewed the PSA environment, new proposals for paid air time and recommendations for future action.
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article"Developing Pro-Bono PSA Campaigns - Guidelines For Clients"
Source: School of Visual Concepts and the AIGA, Seattle Chapter
Synopsis: "A helpful 12-step guide for non-profits to use when considering pro-bono advertising agencies to produce your PSA campaign."
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article