Paid-Versus Donated-Media Strategies for Public Service Announcement Campaigns

Abstract

Journal Article PAID- VERSUS DONATED-MEDIA STRATEGIES FOR PUBLIC SERVICE ANNOUNCEMENT CAMPAIGNS Get access JOHN P. MURRY, JR., JOHN P. MURRY, JR. JOHN P. MURRY, JR., is assistant professor of marketing, Case Western Reserve University, Cleveland, OH 44106. ANTONIE STAM is associate professor of management and information systems in the Department of Management, University of Georgia, Athens, GA 30602. JOHN L. LASTOVICKA is professor of marketing, Arizona State University, Tempe, AZ 85287. The authors acknowledge with thanks the late John Tollefson of the University of Kansas, Rebecca Claycamp of the University of Iowa, Jim Scheurich at the University of Texas, Austin, and Frank Patee of the National Highway Traffic Safety Administration for their assistance at critical points in this research. This research was primarily supported by funds awarded to the last author by the National Highway Traffic Safety Administration (NHTSA), U.S. Department of Transportation, under contract DTNH 22-85-C-15404, and by grants awarded to the last author by the State of Kansas Department of Transportation. Search for other works by this author on: Oxford Academic Google Scholar ANTONIE STAM, ANTONIE STAM JOHN P. MURRY, JR., is assistant professor of marketing, Case Western Reserve University, Cleveland, OH 44106. ANTONIE STAM is associate professor of management and information systems in the Department of Management, University of Georgia, Athens, GA 30602. JOHN L. LASTOVICKA is professor of marketing, Arizona State University, Tempe, AZ 85287. The authors acknowledge with thanks the late John Tollefson of the University of Kansas, Rebecca Claycamp of the University of Iowa, Jim Scheurich at the University of Texas, Austin, and Frank Patee of the National Highway Traffic Safety Administration for their assistance at critical points in this research. This research was primarily supported by funds awarded to the last author by the National Highway Traffic Safety Administration (NHTSA), U.S. Department of Transportation, under contract DTNH 22-85-C-15404, and by grants awarded to the last author by the State of Kansas Department of Transportation. Search for other works by this author on: Oxford Academic Google Scholar JOHN L. LASTOVICKA JOHN L. LASTOVICKA JOHN P. MURRY, JR., is assistant professor of marketing, Case Western Reserve University, Cleveland, OH 44106. ANTONIE STAM is associate professor of management and information systems in the Department of Management, University of Georgia, Athens, GA 30602. JOHN L. LASTOVICKA is professor of marketing, Arizona State University, Tempe, AZ 85287. The authors acknowledge with thanks the late John Tollefson of the University of Kansas, Rebecca Claycamp of the University of Iowa, Jim Scheurich at the University of Texas, Austin, and Frank Patee of the National Highway Traffic Safety Administration for their assistance at critical points in this research. This research was primarily supported by funds awarded to the last author by the National Highway Traffic Safety Administration (NHTSA), U.S. Department of Transportation, under contract DTNH 22-85-C-15404, and by grants awarded to the last author by the State of Kansas Department of Transportation. Search for other works by this author on: Oxford Academic Google Scholar Public Opinion Quarterly, Volume 60, Issue 1, SPRING 1996, Pages 1–29, https://doi.org/10.1086/297737 Published: 01 January 1996