Misplaced marketing: Why television is the “wrong” environment for public service advertising campaigns

Journal of Consumer Marketing

Volumn 18, Issue 6, 2001, Pages 471-473

  Wolburg, Joyce M ^a  

^a MARQUETTE UNIVERSITY   (United States)

Author keywords

Advertising; Communication; Marketing; Society

Indexed keywords

EID: 0039890218     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/EUM0000000006153     Document Type: Review

References (5)

1. Bagdikian, B. (1997), “The high cost of free lunches”, in The Media Monopoly, 5th ed., Beacon Press, Boston, MA, pp. 134-51.
2. Gotthoffer, A.R. and Lancaster, K.M. (2001), “Estimating the audience coverage of PSAs: the ad council's drunk driving prevention campaign”, Journal of Advertising Research, Vol. 41, May/June, in press.
3. Rotfeld, H.J. (1999), "Social marketing and myths of appeals to fear”, Journal of Consumer Marketing, Vol. 16 No. 2, pp. 119-21.
4. Rotfeld, H.J. (2001), Adventures in Misplaced Marketing, Quorum Books, Westport, CT, in press.
5. Wolburg, J.M., Hovland, R. and Hopson, R. (1999), “Some days are better than others: beer commercials and a question of ethics”, in Sheth, J.N. and Parvatiyar, A. (Eds), Research in Marketing, Vol. 15, JAI Press, Stamford, CT, pp. 175-202.