Source: Goodwill Communications
This case history uses multiple examples of PSA campaigns to demonstrate that, contrary to a common misperception, PSAs usually air in the best dayparts.
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Source: Goodwill Communications, October 2001
In July 2000, the American Savings Education Council, the Employee Benefits Research Institute and the National Partnership for Financial Empowerment retained Goodwill Communications to distribute a public service announcement to broadcast and cable television outlets. This case history provides a comprehensive evaluation of the "Choose to Save ®" campaign.
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Evaluation of 'Harmony' Public Service Campaign
Author: Dan Himsworth, National Resources Conservation Service(NRCS), September 1993
Study outlines results for NRCS PSA campaign dedicated to conservation of nation's soil and water resources, using five criteria for measurement: media use of PSAs, telephone calls to a toll-free number, volunteer recruitment, request for action packet, and relationships with Native Americans, who were focus of campaign.
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Source: Alcoholism & Drug Abuse Weekly, February 12, 2001: p. 4
A study conducted by a University of Kentucky research team measured the effectiveness of anti-drug TV PSA's that were targeted towards "sensation seeking" teenagers. Interviews were used to determine the success of the campaign and the changes in the teens' behavior.
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Author: Ira Teinowitz
Source: Advertising Age, July 12, 1999: p. 4
An independent evaluation of the government's anti-drug advertising claims the paid-for effort is having an effect on visibility and may actually be producing attitudinal changes.
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Author: Bill Goodwill
Source: GoodNews Newsletter, Summer 1996
Synopsis: A case study of how the A.C. Nielsen electronic monitoring system - SIGMA - was used to document $8.8 million in television exposure for the U.S. Savings Bonds PSA campaign and the impact of tracking campaigns for longer periods of time. A list of cable networks monitored by Nielsen is also included.
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here to view full articleARF Study Shows PSA Impact
Author: Advertising Research Foundation (ARF)
Source: Public Service Report, Fall 1991
Newsletter Research conducted by ARF in a study entitled "A Strategic Research Approach to Measuring Ad Effectiveness" concluded that PSA can induce significant changes in public health behavior. The project was jointly sponsored by the Advertising Council and the American Cancer Society. Objectives of the study included: measuring effects of PSAs on the awareness, beliefs and actions of the target audience; measuring the effects of both average and above average media schedules over time; and creating a research model to aid in evaluating future PSA campaigns.
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