PAID- VERSUS DONATED-MEDIA STRATEGIES FOR PUBLIC SERVICE ANNOUNCEMENT CAMPAIGNS |
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| Authors: | MURRY JOHN P JR; STAM ANTONIE; LASTOVICKA JOHN L |
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| Institution: | JOHN P. MURRY, JR., is assistant professor of marketing, Case Western Reserve University, Cleveland, OH 44106. ANTONIE STAM is associate professor of management and information systems in the Department of Management, University of Georgia, Athens, GA 30602. JOHN L. LASTOVICKA is professor of marketing, Arizona State University, Tempe, AZ 85287. The authors acknowledge with thanks the late John Tollefson of the University of Kansas, Rebecca Claycamp of the University of Iowa, Jim Scheurich at the University of Texas, Austin, and Frank Patee of the National Highway Traffic Safety Administration for their assistance at critical points in this research. This research was primarily supported by funds awarded to the last author by the National Highway Traffic Safety Administration (NHTSA), U.S. Department of Transportation, under contract DTNH 22-85-C-15404, and by grants awarded to the last author by the State of Kansas Department of Transportation. |
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| Abstract: | 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. |
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