Effectiveness of Public Service Announcements
Running Head: Effectiveness of Public Service Announcements
Effectiveness of Public Service Announcements
Submitted by
Your Name Goes Here
University Name
September, 2011
Contents
Introduction 2
Literature review 2
Research Question 3
Research Methodology 3
Conclusion 3
Works Cited 3
Effectiveness of Public Service Announcements
Introduction
Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati believe that use of celebrities can have many benefits and advantages such as - (Anita Elberse, July 2011)
Facilitating the identification of brand by consumers
Changing the negativity associated with a brand
Repositioning a brand
Affecting the purchase intentions of the consumers.
Celebrities are fickle in nature and although promotions through them may increase brand visibility it may also make your brand related to some negative characteristics. (Veer, Becirovic, & A.S.Martin, 2010)
Public Service Announcements are designed to inform the audience about certain aspects or to induce certain behavior in them by the use of mass-media approaches. The important point in most of the public service announcements is that they are not trying to sell a product. They are trying to sell an idea or a belief system. A PSA which encourages people to use public transport system is trying to modify their behavior over a long period of time. Making a person buy soap is entirely different from making him do a particular thing again and again. (Dan Werb1, 2011)
We will try to analyze through this research how effective the use of popular celebrities or respected spokesperson is in creating the final attitude change in the target audience of
Effectiveness of Public Service Announcements
Submitted by
Your Name Goes Here
University Name
September, 2011
Contents
Introduction 2
Literature review 2
Research Question 3
Research Methodology 3
Conclusion 3
Works Cited 3
Effectiveness of Public Service Announcements
Introduction
Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati believe that use of celebrities can have many benefits and advantages such as - (Anita Elberse, July 2011)
Facilitating the identification of brand by consumers
Changing the negativity associated with a brand
Repositioning a brand
Affecting the purchase intentions of the consumers.
Celebrities are fickle in nature and although promotions through them may increase brand visibility it may also make your brand related to some negative characteristics. (Veer, Becirovic, & A.S.Martin, 2010)
Public Service Announcements are designed to inform the audience about certain aspects or to induce certain behavior in them by the use of mass-media approaches. The important point in most of the public service announcements is that they are not trying to sell a product. They are trying to sell an idea or a belief system. A PSA which encourages people to use public transport system is trying to modify their behavior over a long period of time. Making a person buy soap is entirely different from making him do a particular thing again and again. (Dan Werb1, 2011)
We will try to analyze through this research how effective the use of popular celebrities or respected spokesperson is in creating the final attitude change in the target audience of
Cited: Anita Elberse, J. V. (July 2011). the economic value of celebrity endorsements. Journal of Advertising Research . Dan Werb1, E. J. (2011). The effectiveness of anti-illicit-drug public-service announcements: a systematic review and meta-analysis. Journal of Epideomology and Community Health , 608 - 1081. Erica Weintraub Austina*, R. V. (2008). Celebrity Endorsements and Their Potential to Motivate Young Voters. Mass Communication and Society,Volume 11, Issue 4 , 420 -436. Joseph B. Walther1, 2. D. (2010). The Influence of Online Comments on Perceptions of Antimarijuana Public Service Announcements on YouTube. Human Communication Research,Volume 36 , Issue 4 , 469 -492. Kang, Y., Cappella, J. N., & Fishbein, M. (sep 2009). The effect of marijuana scenes in anti-marijuana public service announcements on adolescents ' evaluation of ad effectiveness. Health Communication, Vol 24(6) , 483-493. Veer, E., Becirovic, I., & A.S.Martin, B. (2010). If Kate Voted Conservative , would you ? The role of celebrity endorsements in political party advertising. European Journal of MArketing , 436 - 450. William G. Shadel, C. S.-T. (January 2009). Uncovering the most effective active ingredients of antismoking public service announcements: The role of actor and message characteristics. Oxford Journals : Nicotine & tobacco Research , 547 - 552.