Rabu, 15 Oktober 2014

The Differences Between Public Service Announcements (PSA) and Commercials

Definition Of Commercial Advertising
Advertising is typically designed to make consumers more aware of people, places or products. In some cases the advertising occurs as a public service, such as a campaign to make people more aware of the dangers of smoking or alcohol use. In other instances, the purpose of advertising is to gain the interest and trust of consumers. Advertisers seek to increase interest in buying a product, visiting a place, or using a specific service. Commercial advertising in general is the use of advertising to generate revenue.
One important aspect of commercial advertising is that it creates a demand or a perceived need for something. As soon as the consumer has a reason to want, commercial advertising is there to offer a solution to that need. Advertisements give answers to a consumer's questions, including where to eat, where to go, or what to buy. Effective advertising works to create a desire while offering an attractive solution.
Not every aspect of commercial advertising relates to fulfilling an immediate need. Advertisers also strive to create name recognition, which is commonly called "branding." Effective branding means the consumer instantly recognizes the company or the product name and has come to feel positively about it. Companies use commercial advertising in an effort to impress consumers with how happy they will be once they buy the item or use the service offered. .
Often in successful commercial advertising, a company hits on something that strikes a chord with the consumer, such as a mascot, spokesperson, or jingle. These are tools advertisers use to help consumers remember a product and purchase it when a future need arises. Although it may not result in immediate sales increases, consumers are thought to buy more frequently from companies with a recognizable, positive image.
The marketplace is flooded with advertising. It's found on television, in magazines, and on billboards. Advertising is often found printed on the sides of buses, and it is commonly splashed all over the Internet.
Football stadiums, baseball parks, community pools have all become part of the commercial marketplace, selling naming rights to companies wishing to bolster their name recognition. There is no one type of media that defines what commercial advertising is. Advertisers try to use nearly any means available to them to spread the word about their goods and services. 

Definiton Of Public Service Announcement

What PSAs Are...

·    Often the only realistic opportunity for nonprofit groups to communicate a message through the mass media.
·   Considered "advertising" by media outlets that use them. That is, PSAs generally are published or broadcast in unsold advertising space and must follow the same guidelines as paid advertising.
·         Available to nonprofit and not-for-profit organizations.
·         Viewed by the public as positive and credible sources of information.

What PSAs Aren’t...

·  Free advertising. PSAs must have a public service message, not just promote an organization’s image.
·     Always inexpensive. Producing and distributing a PSA, especially for television, can be expensive, even though the air time is free. There are less expensive alternatives for delivering your message, so plan carefully.
·     Guaranteed. Broadcasters are no longer required to run PSAs to fulfill an obligation to operate in the public interest. Tough economic times have reduced the size and budgets of newspapers and magazines. Competition for PSA space is fierce, so you can’t be certain your PSA will be used. Therefore, before you launch an expensive PSA campaign, evaluate your situation and make some decisions.

The Differences Between Public Service Announcements (PSA)
and Commercials

It's easy to group public service announcements (PSA) and commercials into the same category because when a television show breaks, both forms of media can air consecutively. In this way, they are both forms of advertising. However, there are a few key differences between PSAs and commercials, such as how they are made, how they appear on TV and who is responsible for making them.

Donated Media Versus Paid Media
·         One key difference between PSAs and commercials is how they get a spot on television. Each time you see a commercial, the amount of time (minutes and seconds) the commercial runs has been paid for by a company. Executives see the money spent to create and air a commercial as an investment to reach viewers and entice people to buy. PSAs, on the other hand, run on TV for free. The PSA sponsor requests a slot from a TV network but the station is under no obligation to play the spot at any time or at all. In some cases a fee is charged when a station agrees to play a PSA in a particular time slot.

PSAs Cannot Raise Money
·         While both PSAs and commercials can be well-produced, high quality and creative, there are far more restrictions on the type of content a PSA can include. PSAs cannot be used to raise money for a group or cause or recruit volunteers for that purpose. Unlike commercials, the Federal Communications Commission restricts PSAs from using the media as a platform for sales of any kind and words like "free" and "discount " are prohibited.


Calls to Action Are Prohibited in PSAs

·         The focus of a PSA is to educate and inform the public about matters concerning the well-being of the community. Commercials, on the other hand, are intended to convince viewers that they should purchase something as soon as possible. PSAs cannot qualify, indirectly or directly, one product or service over another. Likewise, PSAs cannot use calls to action or verbs that instruct people to do something specific (go, get, call, serve). This makes all the difference between statements like "Don't let friends drive drunk" (a call to action) and "Friends don't let friends drive drunk" (accomplishes the same thing without telling the listener what to do).
PSAs are Sponsored by Not-For-Profits
·         Commercials can be made by anyone who can afford to purchase advertising space. Typically this is done by companies or individuals with a product or service to sell. PSAs, on the other hand, cannot be submitted by for-profit companies. Only non-profit organizations can submit PSAs. However, a for-profit company can donate its time and talent to help produce a PSA, which is often the case with highly produced television PSAs, such as those made by the Ad Council.

References     :  http://www.ehow.com/info_8522581_differences-between-psas-commercials.html



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