CREATING EFFECTIVE. PSA – What is it?  A PSA is an advertisement for a non-profit organization  Can take the form of a TV commercial, radio commercial,

Slides:



Advertisements
Similar presentations
Telling Your Story Through the Media
Advertisements

EFFECTIVE COMMUNICATION
Persuasive Writing – The Basics
Public Service Ads What are they?. A public service announcement (PSA) or public service ad is a type of advertisement featured on television, radio,
Template I Am Creative Entry
Ad Deconstruction Grade 10 Media Unit.
Intro to Advertising – Definitions and Techniques
 Is FREE & aired voluntarily by radio and/or TV stations.  Created for a non-profit organization  Usually a video › Could be print or radio ad.
PBIS At Home Lighted School House October 21, 2010.
 “Announcements that inform the public about safety and health information, community services or public affairs. Produced and programmed much like.
What Is A Public Service Announcement? A Public Service Announcement (PSA) is a free “commercial” for a non- profit organization. It is aired voluntary.
Univ. of Idaho Extension Marketing your “Living on the Land” Program Cinda Williams University of Idaho Extension LOL Training July 2008.
Introduction to Media Studies EMS30 Mr. Briggs. What is Media Studies? Media Studies is a general term used to describe the different educational approaches.
Utopia Imagine... Crete without any stray dogs and all dogs are with responsible dog owners......there would NEVER be a stray dog problem.
Social Media Strategy Non-profit Organization. Platforms to Establish Facebook Blog Twitter YouTube Linked-In.
Promotion. Objectives: Promotion strategy options Define promotion and its role in marketing.
MARKET RESEARCH The Basics. TWO KINDS OF MARKET RESEARCH Primary –Surveys, polling –Focus groups –Observation –Trend towards “relationship marketing”
District 7010 PR Presentation Public Relations. Responsibilities of the Club PR Committee What are the responsibilities of the Club Public Relations committee,
 Ms. Ireland’s Guide To : Creating a Public Service Announcement.
1 The Brief What is a brief? –A written document advising where we want to take the brand, containing detailed information such as: Market situation Competitive.
Attract and capture your consumers attention Only when you put yourself in the conversation can you develop and nurture the clients who are actively interested.
ELECTRONIC MEDIA RELATIONS Chapter Ten Growth of News CNN roots Opportunities abound for placement Television news 24 hrs. a day  Diverse offerings.
Chapter no : 4 How Advertising work
What is Assertiveness? It is the ability to honestly express your opinions, feelings, attitudes, and rights, without undue anxiety, in a way that.
Marketing Your Product
Purdue University Professional Masters in Strategic Communication Atlas Agency.
Marketing Plans Created By Memory Reed Promoting Your Products ·Promotion – communicating with a customer through advertising, publicity, sales.
How do you write a PSA? Public Service Announcement.
That Is Worth Airing, Worth Hearing, And Worth Writing!
Marketing in Today’s World Learning Objectives: Identify the four elements that make up the marketing mix Define the life cycle of a product Discuss the.
Using media for advocacy Mainstream media. Media Radio Television Newspapers Magazines Internet.
A review of two Adverts Tawanda Mujere. Introduction In this unit, I create two videos where I will be advertising different products, but first, I have.
Wolcott High School School Counseling Department.
Media Literacy Brought to you direct by the letters A, B, C… and the Department of Education (who’ll be testing you on this stuff!)
 NEED  Food  Water  Clothes/shoes  Homes  Phones  Gas for cars  WANT  Accessories  Junk food we don’t need (eating out)  Online shopping.
Parents Anonymous of New Jersey 1 Finding Your Voice to Speak Up! Presented at Parent Leadership Conference of SPAN, Parents Anonymous, & National Institute.
Marketing Information Management Marketing Research.
Chapter 11 Marketing Communications Copyright 2006 Prentice Hall Publishing Company 1 Integrated Marketing Communications.
Media Analysis Questions. What is Media? Media is the use of communication channels through which news, entertainment, education, data, and promotional.
PSA’s The How, The Why, and The Because… Definition of PSA Public Service Announcement A Free Commercial for a non-profit organization Voluntarily aired.
MEDIA Are you listening? You and your friend Grandma Wheely have decided to open your own Advertising Company. The first thing Grandma Wheely tells you.
Media literacy | A framework to access, analyze, evaluate, create and participate with messages in a variety of forms.
Marketing Strategies Project #2: Marketing Plan Analysis.
The Media Constructs Reality
Multimedia Presentation Mysteries of This World and Beyond.
Combining sound, pictures, and words to tell a story... From Reading to Presenting Legendary characters are often heroic, from John Henry, the man who.
Deconstructing Media Introduction. Anatomy of Media Media: any communication that is This includes messages from the Media Analysis: Five Core Concepts.
Marketing and Promotion
Public Service Announcements “Combining words and images to...raise awareness and marshal the public into civic action.” “What you see can be as important.
Session Objectives  To build the confidence of participants to know how to prepare and deliver effective TV & radio interviews  To provide tips on.
Analyzing Advertisements
Research By Andrew Knott. The Purpose of Research Within a Business The purpose of research within a business is simple, it is to provide the company.
 You are pretending to be a Zoologist that has been hired by an international conservation group to provide scientific and ecological expertise to a.
OHT 15.1 © Pearson Education Limited 2003 Brassington and Pettitt: Principles of Marketing, 3rd Edition Advertising.
Module -2. Situation Analysis Opportunity analysis: to spot and capitalize on favorable demand trends Competitive analysis: to achieve and maintain a.
Public Service Announcements. What is a PSA? The American Ad Council defines PSAs as “advertising that serves the public interest.” The objective of a.
Advertising – Definitions and Techniques. What is Advertising?  The act or practice of calling public attention to one's product, service, need, etc.
Wednesday, March 5,  Advertisement can be defined as “A complex form of communication using objectives and strategies to impact consumer thoughts,
We have created a template to help you structure your idea. Use this to show the brand and judges all the thinking behind your idea. There are lots hints.
Tonight’s question Of the six “question” words (who, what, where, when, why and how), the one that tends to draw the most thoughtful responses is ________.
HOW DO YOUR EFFECT YOUR smell sound Sight touch taste.
EXTRA-CURRICULAR ACTIVITES ARE AN ESSENTIAL PART OF PERSONAL WELL-BEING.
Session 3 June Key Features of a Solution Oriented Conversation Session 3.
Tips for Effective Advertising
Advertising – Definitions and Techniques
persuasive communication.
Speaking Engagements.
Advertising Any paid form of nonpersonal presentation
Chapter 13 Copywriting: The Language of Advertising
What is a PSA?.
Presentation transcript:

CREATING EFFECTIVE

PSA – What is it?  A PSA is an advertisement for a non-profit organization  Can take the form of a TV commercial, radio commercial, newspaper ad or billboard  It’s aired voluntarily by individual radio and/or TV stations or printed in newspapers as part of their “in kind” advertising.

PSA – The challenge…  Whether you call it a “PSA” or a “commercial”, to the audience, it’s the same as any other advertising.  Therefore, creating an effective PSA comes with its challenges.  Instead of trying to sell more product like a regular commercial does, you are normally trying to affect deeply seated public attitudes and behaviors.

PSA – Getting your facts  PSA development starts with gathering the facts on the issue and the audience that will be the focus of the campaign  Get the facts on: 1. the problem or behavior that needs to be addressed 2. the demographic /details of the primary target audience.

PSA – Setting a Goal  Once your research is complete, you can set the goal of your PSA  The goal of a PSA is simple – to get someone to take specific action. It needs to motivate the audience to act. E.g. -To drop off canned goods to… -To buckle your seatbelt … -To stop smoking… -To donate money for victims of….

PSA – The Campaign  PSAs need to have a broad scope  A single TV spot or just a radio spot is an execution, not a campaign.  To produce a campaign, you must target a variety of media  By using a multi-media approach, you increase the chances of reinforcing your message  Also, each medium has strengths and weaknesses in terms of reaching your primary audience.

PSA – Qualities of a PSA 1. Attract the attention of your target audience 2. Speak to the audience in their own language 3. Relate to the audience’s lives 4. Deliver a single core message 5. Deliver the message with clarity 6. Motivate the audience to act

PSA Tips – Results  Results drive emotion!  Don’t write like a news report: “The Simcoe Homeless Shelter is holding its annual food drive from Monday November 1 st until Friday November 25. If you would like to participate, please bring your canned goods to one of several drop off points located at….”  It’s a lot easier to talk about the potential results: “A can of food probably doesn’t mean that much to you. You probably have a cupboard full of them. But just a few of those cans will keep a Simcoe family from going hungry tonight…”

PSA Tips – Language  Don’t use the kind of artificial language you hear in some commercials “Our quality merchandise and competitive prices…”  Use every-day language you would use in a conversation!  Instead of “To obtain participation details” say “To find out how you can participate…”  Even better… “To find out how you can help feed a hungry family…”

PSA Tips – Emotion  Emotions “sell”!  People might “rationalize” their actions with logic but they’re motivated to act based on their emotions.  Build a sense of caring about a problem  “Tonight, many of Simcoe’s children will go to bed hungry. Unless you help.”

PSA Tips – Personally Relatable  A PSA is nothing more than a conversation with the audience.  Make the message personal to your target audience – something they can relate to.

PSA Tips – Personally Relatable  Example text from a radio ad – it uses regular, relatable language and appeals to their emotions to motivate a reaction.  E.g. “Have your ever been hungry? Not because you’re on a diet or you didn’t eat breakfast, but because you don’t have enough money to buy food? Can you imagine what it’s like for a child to go hungry every night? Unfortunately, that’s not an imaginary situation for 13,000 children in Simcoe. The Simcoe Homeless Shelter knows you’d like to help. That’s why we’ve made it easy for you to drop off your canned goods to any Sobey’s store during the month of December. Please take a look at your shelves and see what you can afford to donate. There’s a child in our community who will go to bed hungry tonight…unless you help.”

PSA Tips – Core Message  The “core message” is the ONE thing you want the audience to hear, to understand and to remember.  Many PSAs make the mistake of trying to get the audience to do more than one thing.  A PSA can ask people to donate food. Or money. Or time. But not all three.

PSA Tips – Clarity  To deliver your message effectively, you must do so with clarity.  The audience needs to be able to understand the message the first time it airs.  It’s not the audience’s job to figure out what you really mean.

PSA ACTIVITY to do:  Open the ClassNet file called “PSA commercial examples”  View each of the videos using the links provided.  Choose 3 videos to comment on and answer the following questions for each video chosen: 1. Who do you think the specific target audience is for this ad? 2. What is the CORE message delivered in this ad? 3. What is the “call to action” – in other words, what action do they want the viewer to take? 4. What elements of the commercial do you think are effective/ineffective in communicating the message? Explain.