Misplaced Marketing: Why Television is the “Wrong” Environment for Public Service Advertising Campaigns

Authors

Joyce M. Wolburg, Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

3 p.

Publication Date

2001

Publisher

Emerald

Source Publication

Journal of Consumer Marketing

Source ISSN

0736-3761

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 accomplish the social program’s goals.

Comments

Accepted version. Journal of Consumer Marketing, Vol. 18, No. 6 (2001): 471 - 473. DOI. © 2001 Emerald Insight. Used with permission.

Recommended Citation

Wolburg, Joyce M., "Misplaced Marketing: Why Television is the “Wrong” Environment for Public Service Advertising Campaigns" (2001). College of Communication Faculty Research and Publications. 334.
https://epublications.marquette.edu/comm_fac/334