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Hae-Kyong Bang: Assistant Professor of Marketing, Department of Marketing, Villanova University, Villanova, Pennsylvania, USA
Changing public attitudes. When many members of the public engage in unsafe behavior, marketing techniques could logically aid in the analysis, planning and execution of programs designed to influence their behavior "in order to improve their personal welfare and that of their society" (Andreason, 1995). Unfortunately, in public health campaigns designed to discourage drug use or driving cars under the influence of alcohol (DUI), these well-intentioned efforts often misplace a necessary marketing focus. They misuse the basic marketing tools, possibly tied to a widespread misconception about the role the mass media can play as an agent for changing public attitudes.
Among many marketing concepts public health campaigns have failed to apply, media placement and segmentation are particularly noteworthy.
In the USA, part of the problem is outside the control of the campaign planners since a limited budget leaves them dependent on donated media space or time that, unfortunately, is seldom in attractive slots. On television, these public service announcements (PSAs) tend to be run during the graveyard hours when most of the prime target audience is fast asleep and will not be exposed to the message. And while these PSAs languish in unattractive dayparts, the public is exposed to competing messages during prime time programming and in popular Hollywood movies that show people using alcohol to relieve stress, or driving after having a few drinks.
Changing perception of drug use. When funding allows for media purchases, the advertising can...