Ten Tips for More Effective TV PSA Campaigns
As we have indicated in many other articles on this site, getting PSA airtime is becoming more competitive every year as the media increases the amount of paid commercials [...]
Ten Tips for More Effective Radio PSA Campaigns
“The Broadcast Age began about 75 years ago when KDKA, America’s first commercialradio station signed on in Pittsburgh, PA.,” says Rick Ducey, Senior V.P. for Researchat the National Association of [...]
How to Launch a Record Radio PSA
March of Dimes & Goodwill Communications Educate the Public About the Problem of Premature Babies by Suzanne Cale-Young With more than 500,000 premature infants born each year in our [...]
Marketing Your Message via Radio PSAs
Editor's note: The following article has been updated with newer information since it was originally published in Government Communicator Magazine. Radio has enjoyed a resurgence in popularity over the [...]
Does Promotion Really Work?
When we prepare cost estimates for PSA distribution – TV in particular – there is a line item listed as “Promotion,” and then a description of the tactics we [...]
Paid vs PSAs
One of the questions we are asked quite frequently is what are the pros and cons of paid ads versus PSAs and if we use paid ads, how will [...]
Line Between Public Service, Paid Ads Blurs
Where does public service end and corporate promotion begin? - by Julie Liesse That's the question being asked as major U.S. advertisers pursue more visible, and more commercial, cause-marketing [...]
Paid Vs. Donated Media Strategies for PSA Campaigns Review
The communication literature reveals a dearth of information on the benefits of using donated media strategies (PSAs) compared to paid strategies (advertising). Only one empirical study has been published, [...]
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 [...]
Cause Branding In the 21st Century
In the 21st century, it is clear that the integration of social issues and business practices was not a passing fad for the 1990s, but rather the beginning of [...]