Public service advertising proves significant form of investment

by Louisa Barnett, Brand Republic 10-Jul-08, 15:00

LONDON - Public service advertising can successfully initiate positive behaviour, save lives and improve the health of the nation, according to a new book published by the COI.

'How Public Service Advertising Works' argues there is no single "public service methodology", but rather that a variety of models are required to meet the breadth of policy and social issues that call for marketing support.

The book has been published by the Central Office of Information, in association with the Institute of Practitioners in Advertising, and looks at the effectiveness of 25 years of public sector advertising and marketing campaigns in the UK.

The publication, edited by Judie Lannon, former planning director for JWT Europe, contains a collection of papers from high-profile players in the advertising industry, academics and the media.

It is divided into six parts and provides an in-depth examination of the aim of public service campaigns, how target audiences are identified and engaged, and an analysis of the creative process used and the psychology behind it.

The book puts forward evidence that proves public sector advertising has been a truly efficient form of investment.

Its findings point to tangible returns on advertising spend, tens of thousands of lives saved, and substantial savings to the public purse.

Peter Buchanan, deputy chief executive of the COI, said: "This text provides 25 years of learning that will inform the next 25 years. It is a unique source of reference for public sector marketers, their agencies, academics and students."

How Public Service Advertising Works is available from the World Advertising Research Centre for £32 plus £6.50 p&p.

Comments

Cliff Crown - 17/07/2008

It is commendable of the COI to publish an analysis of public sector advertising and marketing campaigns in the UK.

Public service advertising makes sense if you want to create knowledge. Consider for example the TV adverts to reduce the incidence of speeding or drink driving. Advertising campaigns like this are worth every penny, sending a clear message to the public on a matter of great importance. It is encouraging to read that 'How Public Service Advertising Works' puts forward evidence that public sector advertising is a “truly efficient form of investment”.

Unfortunately, there is a plethora of advertising campaigns that are a waste of public money, repeating messages or communicating them in an ineffective way.

In the current economic climate, agencies must be more creative and work harder to maximise the return on investment. They must be smarter in the way they audit the issue they are seeking to raise public awareness of, and consider the cost and benefits of the various creative techniques.

If agencies are to remain strong through the credit crunch, keep business and win new projects, they must take into account the aim of the advertising campaign, the target audience and how they respond to advertising, and the creative processes that will deliver the biggest bang for their buck.

Cliff Crown

Head of Vantis’ Media Group

www.vantisplc.com