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Public Service Announcement (PSA) designed to inform or influence the behavior of a specific audience, and generally made for non-profits through the mass media. This is done to provide direction for the development of environmentally themed public service announcements. When the makers of public service ads neglect to consider the basic principles, which resulted from the study of mass media communications, attempts to change the behavior of audiences through community service are less likely to succeed.
Based on research conducted by Mendelsohn (1973), the delivery of information to the public will have a high likelihood of success if (1) the manufacturer’s information to assume most of the viewers tend to be only slightly interested in the messages to be delivered, (2) medium-term objectives set in advance ( for example, conveys information to believe that the concise message that will make viewers want more information or to change behavior) and (3) target audience must first be investigated, especially in terms of demographics, lifestyles, values, and habits of the mass media .
Atkin and Freimuth (1989) formulate a direction of the step-by-step to the underlying formative analysis of public service advertising design. In their opinion, an evaluation of an advertisement must first answer questions about behavior and habits of viewers, before answering questions about the design of ads, then do an evaluation of the effectiveness of the design and execution during and after the ad was delivered (Flay & Best, 1982; Flay & Cook, 1989). The evaluation process can generally be divided into two: pre-production process and the process before an ad is thrown to the public, in which each process is divided into the stages are smaller. In pre-production stages of research, the advertiser / campaign tried wherever possible to define their target audience, before formulating the goals, strategies, and adjust the message is to the characteristics of the viewers. Then, the next stage includes the process for gathering audience reaction to the pattern of ad / campaign that was originally created before ad / campaign was thrown into the public (Bertrand, 1978; U.S. Department of Health and Human
McGuire (1989) also trigger important clues for making an effective public awareness campaigns. He defines a fundamental theory of the structure and motivation is very influential person in the person’s response to the messages that are persuasive. An input-output matrix formulated to better understand the communication variables (input) and the audience response (output). In the input field contained an important aspect of any information, such as sources of information, the information factor, factor delivery media, and habits of the target group will be given information-called objective factors.
One of the main factors to be considered by the makers of the background information, attitudes and habits of the target audience. This information can be obtained through a survey or focus group discussion (FGD).
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