PSAs Can Make a Difference, But it Takes Time
The good news on the subject of Ad Age's editorial, "Why PSA Causes Falter," is that so many of them don't falter. Public service advertising campaigns have been successful in periods [...]
Using PSA Values to Help Your Fund Raising
What You Don’t Know About Non-Profit Accounting Practices Can Hurt You Most non-profit organizations which create and distribute public service advertising (PSA) campaigns do not take full advantage of [...]
Passive Monitoring Generates PSA Credibility
The use of Nielsen Media Research's SpotTrac monitoring system continues to push TV PSA evaluation to new heights and shatter myths about the placement and shelf life for PSA [...]
Why Evaluate Your Campaign?
We designed the very first evaluation system for PSA campaigns in 1981, about the same time the personal computer came on the scene. Since then, we have produced literally [...]
Tracking PSA Response Via Toll-Free Telephone Numbers
One of the most practical and effective ways to measure the impact of your PSA campaign is to use a toll-free telephone number in all your PSAs. Obviously, this [...]
How You Can Use Evaluation Data to Fine-Tune Your PSA Program
Developing a comprehensive evaluation system for your PSA program is critical to measuring your success and being able to justify the worth of your efforts. In the old days [...]
Defining PSA Success Through Benchmarks
One of the most frequently asked questions we get when evaluating PSA campaigns, is how are we doing? The simple, but not helpful way to answer the question is [...]
Tactics to Overcome Declining PSA Usage
For any organization that closely monitors its public service advertising program it will come as no surprise that PSA usage rates - particularly among television media - have been declining [...]
How a PSA Audit Can Validate Your Success
Background Goodwill Communications has been distributing national PSA campaigns for over three decades, and during that time we have seen PSAs that were not well conceived; we have seen [...]
The Need for Campaign Standards
We were approached by a prospective client who had been using one of the largest organizations in the country which distributes public service advertising (PSA) campaigns. When they told [...]