Public Service Advertising: The Advertising Council

Pimlott, John

doi:10.1086/265942

Cited by 31 publications

(1 citation statement)

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“…At that time, James Webb Young suggested to his advertising colleagues that they could improve their public image by creating messages for social, political, or philanthropic causes (Berger, 2002; McDonough, 2002). Originally, advertisements were sponsored by government agencies and appeared in donated media time and space, along with paid advertisements supporting the war effort that were placed by corporations (Pimlott, 1948). One of the most famous examples was the World War II ad, “Loose lips sink ships” (Atkin and Schiller, 2002; Berger, 2002).…”

Section: Social Marketing and Public Service Campaignsmentioning

confidence: 99%

Can you market God? A case study of the ‘God Speaks’ social marketing campaign

Lancendorfer

Reece

2010

J of Philanthropy and Mktg

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Public service campaigns, spanning more than 60 years and thousands of mass media advertisements, have asked individuals to take actions such as “Say No to Drugs” and “Keep America Beautiful,” as well as to support various nonprofit organizations. A case study of the “God Speaks” religious social marketing campaign is offered as an example of a non‐traditional campaign that provides insights for future endeavors. Although the campaign, which began as a local paid media effort, appeared to have little measurable impact on attitudes and behavior, it was able to generate extensive non‐paid media coverage that greatly increased its reach. Copyright © 2010 John Wiley & Sons, Ltd.

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Section: Social Marketing and Public Service Campaignsmentioning

confidence: 99%