Public service announcements
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This document discusses public service announcements (PSAs) which are advertisements intended to raise awareness of issues rather than market products. PSAs are usually created by non-profit organizations to educate the public about social issues, medical conditions, or the work of their organization. Effective PSAs target a specific audience, have a clear objective such as creating awareness or promoting behavior change, use creative methods to grab attention, and ask viewers to take a specific action that anyone can do.
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Public Service Announcements
Public service announcements (PSAs) are advertisements created to raise awareness about issues or non-profit organizations. PSAs are found in various media and aim to encourage people to act or change their behavior. They began in the US during WWII to promote supporting the war and have since addressed topics like encouraging women to join the workforce, preventing forest fires, discouraging smoking and drug use, and providing resources for those struggling with addiction. Effective PSAs identify a target audience, deliver a clear message, include contact information for relevant organizations, and use memorable taglines.
Psa writing
This document provides guidance on writing effective public service announcements (PSAs). It advises that a PSA should have a clear goal of motivating the target audience to take a specific action. A PSA needs to have a message that is important enough to broadcast and relevant to the intended audience. The language used should be relatable and emotional to motivate action, rather than just providing information. Overall, a concise PSA should have one core message or call to action.
public service announcement as Informal knowledge system
Public service announcements (PSAs) provide valuable information to the public to positively impact their lives without selling a product. This document discusses PSAs as an informal knowledge system in society. It outlines the objectives of studying PSAs, including how they communicate messages and their effects on social and economic growth. Case studies on India's "Pulse Polio" immunization campaign and the "Incredible India" tourism campaign are examined to show how PSAs can effectively change public opinion and behavior at the regional, national, and international levels through the use of emotional appeals.
David Ogilvy A History Of Advertising
The document provides a historical overview of developments in advertising and marketing from the late 19th century to the 2000s. It traces the evolution of key debates around hard vs soft sell approaches. It also highlights major innovations and changes in the field over time, such as the rise of mass marketing in the 1900-1940 period, the emergence of integrated marketing communications in the 1950s-1960s, and the adoption of relationship marketing, viral marketing, and the emphasis on brand and emotion from the 1980s onward. The document serves as a useful timeline of the changing philosophies, practices, and technologies that have shaped the advertising and marketing industries over the past century.
Radio broadcasting
The document discusses radio broadcasting in the UK. It provides details about the BBC, which is funded by TV licenses and operates numerous national and local radio stations across a variety of genres. As a public service, the BBC aims to provide higher quality programming rather than just maximize viewers. It also discusses other major radio broadcasters in the UK like Global Radio and its stations, as well as Absolute Radio, which are commercial entities. Radio broadcasting involves transmitting audio over radio waves or internet to reach a wide audience.
Private FM radio in india
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The document provides an overview of advertising, including its meaning, basic components, purposes and objectives, importance, types, and effectiveness. It discusses print, broadcast, outdoor, covert, surrogate, public service, celebrity, online, and professional advertising. It also covers advertising plans and agencies. As examples of effective advertising, it highlights Airtel's "Dhuaan Dhuaan" commercial for depicting the father-son relationship with seamless network coverage, creating an emotional connection.
Advertising agencies in pakistan
The advertising industry in Pakistan was in a poor state after independence in 1947 as major advertising hubs in India became part of India. The first local advertising agency, Wilintas International Karachi, was established and several international agencies later opened Pakistan offices. While local agencies struggled with limited resources, international agencies dominated the market. After 1950, many new local agencies were established but international agencies closed in 1955 due to policies, benefiting local agencies. Now there are over 100 agencies in Pakistan, most with branches across major cities. The future of advertising agencies in Pakistan is promising but they must adapt to changing global trends.
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Public Service Announcements
Public service announcements (PSAs) are advertisements created to raise awareness about issues or non-profit organizations. PSAs are found in various media and aim to encourage people to act or change their behavior. They began in the US during WWII to promote supporting the war and have since addressed topics like encouraging women to join the workforce, preventing forest fires, discouraging smoking and drug use, and providing resources for those struggling with addiction. Effective PSAs identify a target audience, deliver a clear message, include contact information for relevant organizations, and use memorable taglines.
Psa writing
This document provides guidance on writing effective public service announcements (PSAs). It advises that a PSA should have a clear goal of motivating the target audience to take a specific action. A PSA needs to have a message that is important enough to broadcast and relevant to the intended audience. The language used should be relatable and emotional to motivate action, rather than just providing information. Overall, a concise PSA should have one core message or call to action.
public service announcement as Informal knowledge system
Public service announcements (PSAs) provide valuable information to the public to positively impact their lives without selling a product. This document discusses PSAs as an informal knowledge system in society. It outlines the objectives of studying PSAs, including how they communicate messages and their effects on social and economic growth. Case studies on India's "Pulse Polio" immunization campaign and the "Incredible India" tourism campaign are examined to show how PSAs can effectively change public opinion and behavior at the regional, national, and international levels through the use of emotional appeals.
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Advertising agencies in pakistan
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history of advertising
1. Advertising has historically developed from early signs and town criers announcing products, to the invention of printing allowing mass printed advertisements in newspapers and magazines.
2. Radio advertising emerged in the 1920s, with the first paid radio commercial in 1922, and sponsorship of whole radio programs growing in popularity in the 1940s.
3. Television became a revolutionary new advertising medium in the 1940s, being the first audio-visual format and allowing advertisers to reach mass audiences.
4. Online advertising began in the 1990s with banner ads, and has since grown exponentially through social media, emails and other digital formats, allowing advertisers to easily reach broad global audiences.
Types of advertisement
Types of advertisements include print (newspaper, magazine), broadcast (television, radio), outdoor (billboards), online, mobile, direct mail and more. Advertisements can target different territories (local, national, international) and have different purposes like brand awareness, product promotion, reminder ads and public service announcements. The history of advertising includes the first newspaper ad in 1704 and early radio and television commercials.
How To Guide- PSA's
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Media Organisations
The Press Institute of India is a non-profit organization established in 1963 to promote high standards of journalism. It has trained over 4,000 journalists from India and other Asian countries. It focuses on rural reporting, development, and women's empowerment. It publishes the Grassroots journal about human development issues and Vidura, a media quarterly.
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History of radio
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The document defines advertising as any paid non-personal communication of ideas, goods, or services by an identified sponsor. It explains that advertising can take many forms and serves several functions, including informing, reminding, persuading, and building brands. The document also outlines different types of advertising such as consumer, industrial, trade, professional, and institutional advertising.
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history of advertising
1. Advertising has historically developed from early signs and town criers announcing products, to the invention of printing allowing mass printed advertisements in newspapers and magazines.
2. Radio advertising emerged in the 1920s, with the first paid radio commercial in 1922, and sponsorship of whole radio programs growing in popularity in the 1940s.
3. Television became a revolutionary new advertising medium in the 1940s, being the first audio-visual format and allowing advertisers to reach mass audiences.
4. Online advertising began in the 1990s with banner ads, and has since grown exponentially through social media, emails and other digital formats, allowing advertisers to easily reach broad global audiences.
Types of advertisement
Types of advertisements include print (newspaper, magazine), broadcast (television, radio), outdoor (billboards), online, mobile, direct mail and more. Advertisements can target different territories (local, national, international) and have different purposes like brand awareness, product promotion, reminder ads and public service announcements. The history of advertising includes the first newspaper ad in 1704 and early radio and television commercials.
How To Guide- PSA's
This document provides guidelines for creating effective public service announcements (PSAs). It recommends establishing a clear goal and target audience. PSAs should use everyday language that is personally relatable to the audience and motivate them to a specific action. They should deliver a single, clear core message and only use music or sound effects if they enhance the message's impact. The overall aim is to attract the target audience and inspire them to act.
Media Organisations
The Press Institute of India is a non-profit organization established in 1963 to promote high standards of journalism. It has trained over 4,000 journalists from India and other Asian countries. It focuses on rural reporting, development, and women's empowerment. It publishes the Grassroots journal about human development issues and Vidura, a media quarterly.
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I don't claim ownership of this presentation and can't remember where I got it from, but it's useful for revision purposes.
Creative brief
The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.
TRP
Television Rating Points (TRPs) are used to measure the viewership of television programs in India. A device called a "people's meter" is installed in a few thousand households and records what programs viewers watch and for how long. This data is treated as a sample to calculate TRPs on a national level using either frequency monitoring or picture matching techniques. TRPs determine how much advertisers will pay to air advertisements during a program, and this advertising revenue is how television serials and producers earn money. Producers must use this income to pay production costs, the television channel, and actors while still making a profit.
History of radio
The history of radio is traced through the lives of several inventors and engineers. Maxwell unified electric and magnetic theory and predicted electromagnetic waves. Hertz experimentally verified Maxwell's theories and generated and transmitted radio waves. Marconi improved Hertz's apparatus and used it for radio telegraphy, helping to commercialize radio. Their work laid the foundation for inventions like the vacuum tube, feedback amplifier, FM radio, and electronic television that expanded radio's capabilities.
Media Conglomerates
Mass media is dominated by a small number of large conglomerates. Through mergers and acquisitions over many years, around six major companies now control around 90% of media in developed countries. This high level of consolidation raises concerns about these companies' outsized economic and political influence over what information is reported and how. While globalization has increased access to information, many nations still struggle with censorship and threats to journalists, and mainstream media ownership concentration risks lack of objective reporting and control by corporate and political elites to advance their own interests over informing the public.
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Broadcasting methods
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Print Media - History post-ind
The document discusses the history and role of the press in post-independence India. It summarizes the key recommendations and findings of the First and Second Press Commissions established to examine the state of the press. The First Press Commission in 1952 recommended establishing a Press Council and Newspaper Development Corporation to promote high standards of journalism and development of Indian language newspapers. The Second Press Commission in 1978 examined the responsibilities of press in a democracy and recommended the Press Council be given powers to deny press accreditation.
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Convergence of media
Media convergence is the merging of various communication platforms, both through technology and content. It involves the coming together of print, television, radio, internet and other digital platforms. Examples of converged media include social networking, smartphone apps that allow access to SMS, email, advertisements and barcodes that redirect to websites. Convergence provides opportunities like multi-platform content delivery, interactivity and cost reduction, but also poses challenges like information overload if not managed properly, plagiarism, difficulties for older users to keep up with changing technology, and higher costs compared to traditional media forms.
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This document discusses television advertising as a media. It begins by defining advertising and television. It then discusses what types of products are commonly advertised on television, including popular consumer goods and durable products. The document outlines some advantages of television advertising such as its realism, ability to reach large audiences, allow for message repetition, and be cost efficient. It also notes some disadvantages like the high expenses of television ads, issues with commercial clutter, and its non-selective audience.
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Note: Youtube Video Content is embedded
Copyright notice: All imagery has been selected from the Futurealb (purchased) image libraries or generally available promotional materials. If you somehow feel that your property rights have been violated, please get in touch and any misunderstandings will be addressed immediately.
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Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.
Advertise.pptx
This document provides an overview of advertising and its role in society. It defines advertising as a public notice or announcement promoting a product, service or event. It then outlines the objectives of advertising such as stimulating demand and increasing profits. The document discusses debates around whether advertising shapes or mirrors social values and issues around stereotyping. It also lists different sources of advertising and the impacts it can have on society, including both advantages like informing consumers and disadvantages such as manipulating audiences.
Group discussion
The document discusses three topics related to advertising and sales promotion. For the first topic, the document argues that for ideas to be accepted, they need to be effectively advertised or "sold" by a good spokesperson. The second topic discusses whether too much advertising can be harmful, providing arguments both for and against this position. Potential downsides of excessive advertising discussed include choice overload, unrealistic expectations, targeting of children, and promotion of unhealthy products. The third topic discusses whether sales promotion is important for companies, noting that it can provide incentives for immediate purchases or brand switching.
7Advertising Ethics.ppt
The document discusses the ethics of advertising and outlines three key factors to consider:
1) Social effects - Advertising can promote materialism and consumerism which leads to problems like resource depletion and pollution.
2) Effects on desire - Advertisers deliberately try to manipulate viewers' desires to buy products through techniques like classical conditioning.
3) Effects on belief - Deceptive advertising that is untruthful or misleading is an issue regarding advertising's impact on beliefs.
English 2201: Media and Advertising
Advertisers use many techniques to influence consumers, even if consumers don't realize it. These techniques include associating products with sex, humor, patriotism and positive emotions. Advertisers also address consumer concerns disingenuously and make vague, exaggerated claims. Today, with numerous media choices, advertisers employ targeted marketing, product placement, sponsorship and branding to make products part of people's lifestyles and identities. The document warns consumers to be aware of manipulative advertising techniques.
Comparing Campaigns
This document compares different types of campaigns - commercial, charity, pressure groups, and political - and outlines their key elements. It discusses the main message, audience, techniques used, and how effectiveness is measured for each type. Commercial campaigns aim to increase sales and revenue, targeting a broad audience. Charity campaigns fundraise for good causes and target donors. Pressure group campaigns aim to change policies and target specific decision-makers. Political campaigns raise awareness of issues to influence voters and policy. All measure success based on outcomes like increased donations, policy changes, or election results.
Healthy Inspirations Traditional Marketing & Facebook
Research shows traditional marketing is proving less successful but when combined with social media we see the success increase. Learn the secrets of both traditional marketing and social media.
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Media Campaign for health promotion
The document discusses using mass media campaigns for health communication. It outlines several theoretical models for how campaigns can influence behavior change, from the traditional "educator's model" of providing information leading to attitude and then behavior change, to the "advertiser's model" of using an "irrelevant motivator" to grab attention and create an initial behavior. It presents Sandman's environmental communications model, which combines these approaches by using a motivator to trigger an initial small behavior and induce cognitive dissonance, then providing information to resolve the dissonance and support continued behavior change. The document also covers defining target audiences, developing campaign messages based on formative research, implementing the campaign, and evaluating its impact on exposure, attitudes,
Social Marketing
The document provides an overview of developing a social marketing campaign, outlining six key steps:
1. Choose a narrow target audience and conduct research on their values.
2. Choose a specific, feasible action for the audience to take.
3. Craft a message appealing to the audience's values and offering an immediate reward for taking action.
4. Select a messenger that will appeal to the target audience.
5. Choose optimal communication channels and timing to reach the audience.
6. Seek partnerships that can help extend the reach of the campaign's message.
Advertising
Advertising is a paid form of non-personal communication used to promote organizations, products, services, or ideas. It aims to influence audiences through mass media like television, radio, magazines and newspapers. Advertising is important for creating brand awareness and image. It helps companies introduce new products to large audiences in a cost-effective manner. Regulations govern advertising to prevent false, misleading, or unethical claims. Advertising must consider legal, social, cultural and ethical aspects to avoid harming audiences like children.
Advertising and marketing
This document provides guidance on criteria and concepts to address for an analysis of advertising and marketing. It discusses key concepts like the 4 Ps of marketing (product, price, place, promotion), promotional techniques, the impact of advertising on media content, brands, and the relationship between politics and marketing. It also provides basics to consider for the advertising topic, including definitions of advertising and marketing, how advertising works to be persuasive, and what makes advertising memorable. Finally, it outlines various overt and covert advertising mediums, marketing theory and practice, public relations, and brands as points for consideration in the analysis.
Word of mouth marketing
This document provides an overview of word-of-mouth marketing strategies. It discusses how word-of-mouth marketing actively influences organic discussions about a brand through recommendations from friends. It also describes how electronic word-of-mouth on the internet can help spread brand messages. Examples are given of successful word-of-mouth campaigns including Dettol distributing samples to influencers and Batkid's wish that went viral. Buzz marketing, viral marketing, community marketing and other grassroots techniques are also summarized.
Attack Toolkit & Social Norms
This presentation highlights Social Norms strategy and its effectiveness with young adults. ATTACK Toolkit (www.ATTACKtobacco.org) is a free resource for anti-smoking advocates and professionals who work with young adults.
Social marketing
Social marketing seeks to influence social behaviors to benefit the target audience and society, not to benefit the marketer. It uses the same marketing principles used to sell products but applies them to ideas, attitudes, and behaviors. Social marketing was developed in the 1970s and has been used extensively in international health programs and in the US for issues like drug abuse and heart disease.
QUARTER 3- MODULE 2-PROPAGANDA TECHNIQUES.pptx
The document outlines objectives and activities for a lesson to help students identify propaganda strategies used in advertising, analyze the intentions behind them, and reflect on how propaganda works. It defines several common propaganda techniques like bandwagon, testimonials, plain folks, and provides examples of each. Students are tasked with activities where they must recognize the propaganda strategies used in different messages and scenarios.
Advertising
The document discusses advertising concepts, definitions, objectives, techniques, forms, and ethics. It provides information on advertising agencies, campaigns, and effectiveness models like AIDA. Some key points include:
- Advertising aims to persuade audiences to purchase products/services or take action.
- Objectives include increasing awareness, sales, market share, and brand recognition.
- Common techniques are repetition, endorsements, emotional appeals, and association.
- Campaigns involve coordinated messages across media over time to achieve objectives.
- Agencies help create, plan, and manage campaigns for advertisers.
- Effectiveness models like AIDA describe the customer journey from awareness to action.
Media Induces Individual Desires
This document outlines a research project proposal on how media induces individual desires. It discusses how media exposure can influence people's perspectives and establish desires through advertising and information. The project aims to create awareness of media's influence and demonstrate how it shapes audiences. Research methods will include interviews and experiments to analyze the relationship between media and desires. The presentation will use an interactive installation art piece involving figures, audio, and visuals to address this topic.
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Public service announcements
- 1. PUBLIC SERVICE ANNOUNCEMENTS Using media to influence public opinion and behaviour Laura Kirby- McIntosh, O.C.T. © For classroom & training purposes only Do not reproduce without permission
- 2. WHAT IS A PSA? A type of advertisement featured on television, radio, print or other media. Whereas the objective of a standard advertisement is to market a product, a PSA is intended to change the public interest, by raising awareness of an issue, affecting public attitudes, and potentially stimulating action. -Wikipedia
- 4. WHO MAKES PSA’s? Usually made by a non-profit organization such as: The Red Cross The Humane Society World Vision Amnesty International Sick Kid’s Hospital The Daily Bread Food Bank United Way The Canadian Government (and/or provincial and municipal governments)
- 6. WHAT ARE THEY ABOUT? The ads are frequently about: A social issue of significance (i.e. drinking and driving) A medical condition (i.e. Alzheimer’s) An organization that is working on an issue (i.e. Amnesty International)
- 8. 1. PICTURE YOUR TARGET AUDIENCE 1. Determine who your real audience is. Are you targeting your ad at adults, teens or kids? 2. Think about their needs, interests and turn–offs. If you were speaking to them in person, what would you say? 3. Speak to your target audience using words and images that they are familiar with—don’t speak over their head, and don’t speak “down” to them.
- 10. 2. DETERMINE YOUR OBJECTIVE Are you trying to: Create awareness of the problem; Share information; Promote behavioural change; Raise money; Ask for a change to an existing law?
- 12. 3. GET THEIR ATTENTION Use creativity, humour, or surprise. Take an image and do something unexpected with it. Be careful with graphic images and scare tactics, though—they can backfire, and turn your audience away from you. NOTE: be aware of copyright laws don’t use images that aren’t yours unless you have permissions (Check the website www.creativecommons.org to be sure )
- 14. 4. Ask for action—but make it something anyone can do Have ONE clear objective- what action do you want? Remember: changing a behaviour is VERY difficult. That’s why preventative campaigns are much more effective (eg. Never start smoking vs. Quit smoking )
- 16. LET’S REVIEW 1. Target your audience 2. Determine your objective 3. Get their attention 4. Ask for action
- 17. 1. http://www.psaresearch.com/index.html 2. http://www.cca-kids.ca/psas/index.html 3. http://www.media- awareness.ca/english/corporate/media_k it/psas.cfm EXTRA RESOURCES
Editor's Notes
- Message: You can’t save them all, so save one. Just one.
- Message: Trying to be “model thin” comes at a very high cost.
- Message: don’t text and drive
- Message: Driving while high is the same as driving drunk.
- Message: wash your hands to prevent the flu.