PAID- VERSUS DONATED-MEDIA STRATEGIES FOR PUBLIC SERVICE ANNOUNCEMENT CAMPAIGNS

Public service announcement (PSA) campaigns have traditionallyrelied on donated rather than paid advertising media. Recently,however, both government agencies and charitable or ganizationshave questioned whether donated-media strategies should be abandonedfor paid-media PSA campaigns. The present research examinesthis issue in a three-market field experiment comparing theeffectiveness of "paid versus donated" PSA cam paigns in decreasingyouthful male drinking and driving. Depen dent variables include(1) self-reports of behaviors from sample surveys and (2) officialcounts of incapacitating and fatal highway accidents. Resultsshow that both campaigns were equally effec tive and both werecost efficient. Thus, in light of these results, it is recommendedthat social marketers not abandon donated-media PSA campaignsfor paid-media PSA campaigns.