PRINT PSA
A detailed case study, "The Case for Print PSAs," can be accessed at:
www.goodwillcommunications.com/gc_support_client_corner-frameset.asp?page=gc_support_client_corner-printpsas.asp"l
"Bad Ads-Good Causes"
Synopsis: "Creating public interest print ads that work is an art, and a particularly challenging one at that,"
says Goodman, a communications consultant and trainer who helps nonprofits communicate
more effectively. In his book Andy provides seven "Print Ad Principles"
that have been extensively tested. They can help any organization placing print PSAs to compete
more effectively in an increasingly cluttered marketplace of ideas. It is based on a
10-year study of public interest advertising, and incorporates interviews with leading practitioners in the field.
Click here to view the
article
"Computerized Tracking of Print Exposure"
Source: Public Service Report Newsletter
Synopsis: Personal computers can be used to develop user-friendly print
PSA evaluation reports, based on either public service advertising or editorial
stories, which then can be sorted to show effectiveness and provide feedback
on what sizes media will likely use, popular themes, and other
quantitative and qualitative information.
Click here to view the
article
"Hard Being Good - Worthy Causes but Unworthy Ads"
Author: Martin Schrader, Advertising Age
Synopsis: The publisher of Harper's Bazaar magazine takes non-profits
and agencies which produce print PSAs to task for creating "ugly"
ads. He recommends a simple way for PSA producers to increase their attainment
in magazines - study the paid ads and make their PSAs as good or better
than the ads that run in mainstream magazines.
Click here to view the
article