Misplaced marketing Why television is the “wrong” environment for public service advertising campaigns

Misplaced marketing Why television is the “wrong” environment for public service advertising... Notes that research has shown that advertising efforts to promote social causes rarely reach meaningful levels of effectiveness. Points out that while the media provide the right emotional climate for advertising messages that encourage consumption, it follows that the media provide the wrong environment for messages that discourage consumption or other behaviors. Concludes that money spent might best be redirected to other prevention efforts that more directly accompish the social progam's goals. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Misplaced marketing Why television is the “wrong” environment for public service advertising campaigns

Journal of Consumer Marketing, Volume 18 (6): 3 – Nov 1, 2001

Loading next page...
 
/lp/emerald-publishing/misplaced-marketing-why-television-is-the-wrong-environment-for-public-TU0Gn0NsiZ
Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/EUM0000000006153
Publisher site
See Article on Publisher Site

Abstract

Notes that research has shown that advertising efforts to promote social causes rarely reach meaningful levels of effectiveness. Points out that while the media provide the right emotional climate for advertising messages that encourage consumption, it follows that the media provide the wrong environment for messages that discourage consumption or other behaviors. Concludes that money spent might best be redirected to other prevention efforts that more directly accompish the social progam's goals.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Nov 1, 2001

Keywords: Communication; Advertising; Society

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month