Unformatted text preview: them. Also, since they often are
designed by top advertising agencies for nonprofit clients, PSAs usually are quite creative and
stylistically appealing. F or example, what is your reaction to the truth® public service antismoking
campaign summarized in Ethical and Societal Dilemma 18.1? connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 7/9 9/15/13 M cGr aw- Hill Connect - Ebook The “Indoor Tanning is Out” pub lic s ervic e announc ement (PSA) is des igned to rais e awarenes s of the
inc reas ed ris k of melanoma, the deadlies t form of s k in c anc er, and dec reas e us age of tanning s alons . Regardless of whether the advertising campaign's objective is to inform, persuade, or remind, to
focus on a particular product or the institution in general, each campaign's objectives must be
specific and measurable. F or a brand awareness campaign, for example, the objective might be to
increase brand awareness among the target market by 50 percent within six months. Another
campaign's goal may be to persuade 10 percent of a competitor's customers to switch to the
advertised brand. Once the advertising campaign's objectives are set, the firm sets the advertising
b u d g e t.
11. W illiam F. Arens , Mic hael F. W eigold, and Chris t ian Arens , Cont emporary Advert is ing, 12t h ed. (New York : Mc Graw-Hill, 2008).
12. Suz anne Vranic a, “Grape Nut s Tak es Aim at Men, ” The W all St reet J ournal, Marc h 26, 2009; Barry Newman, “No Grape, No Nuts , No Mark et Share: A Venerable Cereal Fac es Crunc h Time,” The W all Street
connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 8/9 9/15/13 M cGr aw- Hill Connect - Ebook J ournal, June 1, 2009.
13. Tulin Erdem, Mic hael Keane, and Baohong Sun, “The Impac t of Advert is ing on Cons umer Pric e Sens it ivit y in Ex perienc e Goods Mark ets ,” Quantitative Mark eting and Ec onomic s 6 (June 2008), pp. 139–76; Xiaojing
Yang and Robert E. Smith, “Bey ond Attention Effec ts : Modeling the Pers uas ive...
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