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