This site is an online library, provided by the Public Service Advertising Research Center and Goodwill Communications. The site has a repository of PSA mini-cases, news articles and other reference materials, as well as data and statistics on PSA campaigns and media trends. This site provides mini-case histories of public service advertising (PSA) campaigns on specific issues such as health, enhancing your organizational image via PSAs and using A.C. Nielsen's electronic tracking system to evaluate PSAs.
Type of Material:
Reference
Recommended Uses:
The material can be used both in and out of the classroom to facilitate either individual or group work. There are video spots that would be very appropriate during lectures or presentations and certainly could facilitate class discussion and presentation. Additionally, the website can be used as material for an online course. This would provide a great resource for an advertising, marketing communication, or even principles of marketing course.
Technical Requirements:
Students will need a computer with a high speed Internet connection, web browser and media software such as Windows Media or RealPlayer to view. If you are using this material in a traditional classroom, you will need to ensure that you can actually play the video segments on your instructor station and that audio is available. PSA videos will require speakers, along with the MP3 files.
Identify Major Learning Goals:
The goal of this module is to expose readers to all aspects of public service advertising, including planning strategies, evaluation tips and media placement techniques. This is an excellent resource site!
Target Student Population:
This material would be appropriate for undergraduate and/or graduate students. This site would be useful in marketing communications, promotion/communications courses, general marketing, consumer behavior, advertising, or strategy courses.
Prerequisite Knowledge or Skills:
Some foundation knowledge of marketing communications and communications theory may be helpful to the user of this site. There is no pre-requisite knowledge necessary to view and thoughtfully discuss the topics explored on this site. Users must be familiar with web browsers and software that enables the viewing of a variety of resources.
Content Quality
Rating:
Strengths:
This is an excellent resource for those teaching marketing communications or promotion courses. This type of presentation material can be very difficult to find. Topics range from financial marketing and substance abuse to child safety and youth violence. This site would also be a useful resource for a marketing research class, as students could explore how A.C. Nielsen's electronic tracking system is applied to evaluate PSAs. This site would be well suited to accompany study in an online course, as all resources are available online. Graphics are clean and clear; videos and mp3's play well. Links are functional, and the material covers a wide variety of examples/samples of public service advertising.
Concerns:
The material is developed from an applied perspective, so instructors will need to provide any relevant theoretical marketing foundations.
The topics are interesting and certainly relevant; most of the information provided, however, seems to be grounded in field experience versus scholarship and academic research.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
This site is designed to provide students with practical examples of PSAs delivered via print, television, radio, and outdoor channels. The resources provided via the site would be extremely useful and appropriate for any type of marketing, consumer behavior, advertising and/or promotion course.
On the front page of the website is a video presentation so visitors can select a specific topic and watch a number of different videos on the topic. Additionally, the website provides links, case analyses and a bibliography on various public service topics. There is a link which provides information on associations and organizations in the fields of advertising, broadcasting, mass communications and public relations. There is another section on the site where students can research media statistics by channel (print, tv, etc). This is “one stop shopping!”
Concerns:
Educators could use this site to complement existing course material, however, they should be aware of the fact that, again, this site has been developed from an applied consulting perspective and instructors will need to provide theoretical background dependent upon the type of course they are teaching.
The Statistics appear to be somewhat dated--I found one for 2003-2004, and others that give stats but do not indicate the year they were compiled. Some URL links do not work/material is not found.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
This site is incredibly user-friendly and very easy to navigate. As I reviewed the site I continued to find more resources!
The site is versatile and includes a variety of topics which could be adapted to different courses. Students and instructors could apply the material in or outside of class to explore topics and develop exercises or projects. Many of the resources certainly could facilitate team work as well. The site is visually appealing and entertaining.
Concerns:
No concerns relative to the usability of this site.
Creative Commons:
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