{"id":"https://openalex.org/W1985452137","doi":"https://doi.org/10.1086/297737","title":"Paid-Versus Donated-Media Strategies for Public Service Announcement Campaigns","display_name":"Paid-Versus Donated-Media Strategies for Public Service Announcement Campaigns","publication_year":1996,"publication_date":"1996-01-01","ids":{"openalex":"https://openalex.org/W1985452137","doi":"https://doi.org/10.1086/297737","mag":"1985452137"},"language":"en","primary_location":{"id":"doi:10.1086/297737","doi":"https://doi.org/10.1086/297737","is_oa":false,"landing_page_url":"https://doi.org/10.1086/297737","pdf_url":null,"source":{"id":"https://openalex.org/S135539873","display_name":"Public Opinion Quarterly","issn_l":"0033-362X","issn":["0033-362X","1537-5331"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","jufo-3","ki-jl-1","norway-2","poland-200","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310311648","host_organization_name":"Oxford University Press","host_organization_lineage":["https://openalex.org/P4310311648","https://openalex.org/P4310311647"],"host_organization_lineage_names":["Oxford University Press","University of Oxford"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Public Opinion Quarterly","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5031665585","display_name":"John P. Murry","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I126307644","display_name":"University of Iowa","ror":"https://ror.org/036jqmy94","country_code":"US","type":"education","lineage":["https://openalex.org/I126307644"]},{"id":"https://openalex.org/I165733156","display_name":"University of Georgia","ror":"https://ror.org/00te3t702","country_code":"US","type":"education","lineage":["https://openalex.org/I165733156"]},{"id":"https://openalex.org/I55732556","display_name":"Arizona State University","ror":"https://ror.org/03efmqc40","country_code":"US","type":"education","lineage":["https://openalex.org/I55732556"]},{"id":"https://openalex.org/I58956616","display_name":"Case Western Reserve University","ror":"https://ror.org/051fd9666","country_code":"US","type":"education","lineage":["https://openalex.org/I58956616"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"John P. Murry, Jr.","raw_affiliation_strings":["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","Case Western Reserve University ,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"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","institution_ids":["https://openalex.org/I126307644","https://openalex.org/I165733156","https://openalex.org/I55732556","https://openalex.org/I58956616"]},{"raw_affiliation_string":"Case Western Reserve University ,","institution_ids":["https://openalex.org/I58956616"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5021433678","display_name":"Antonie Stam","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I126307644","display_name":"University of Iowa","ror":"https://ror.org/036jqmy94","country_code":"US","type":"education","lineage":["https://openalex.org/I126307644"]},{"id":"https://openalex.org/I165733156","display_name":"University of Georgia","ror":"https://ror.org/00te3t702","country_code":"US","type":"education","lineage":["https://openalex.org/I165733156"]},{"id":"https://openalex.org/I55732556","display_name":"Arizona State University","ror":"https://ror.org/03efmqc40","country_code":"US","type":"education","lineage":["https://openalex.org/I55732556"]},{"id":"https://openalex.org/I58956616","display_name":"Case Western Reserve University","ror":"https://ror.org/051fd9666","country_code":"US","type":"education","lineage":["https://openalex.org/I58956616"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Antonie Stam","raw_affiliation_strings":["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","University of Georgia,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"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","institution_ids":["https://openalex.org/I126307644","https://openalex.org/I165733156","https://openalex.org/I55732556","https://openalex.org/I58956616"]},{"raw_affiliation_string":"University of Georgia,","institution_ids":["https://openalex.org/I165733156"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5019195164","display_name":"John L. Lastovicka","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I126307644","display_name":"University of Iowa","ror":"https://ror.org/036jqmy94","country_code":"US","type":"education","lineage":["https://openalex.org/I126307644"]},{"id":"https://openalex.org/I165733156","display_name":"University of Georgia","ror":"https://ror.org/00te3t702","country_code":"US","type":"education","lineage":["https://openalex.org/I165733156"]},{"id":"https://openalex.org/I4210144497","display_name":"Wireless Power & Communication (Norway)","ror":"https://ror.org/04aza8v20","country_code":"NO","type":"company","lineage":["https://openalex.org/I4210144497"]},{"id":"https://openalex.org/I55732556","display_name":"Arizona State University","ror":"https://ror.org/03efmqc40","country_code":"US","type":"education","lineage":["https://openalex.org/I55732556"]},{"id":"https://openalex.org/I58956616","display_name":"Case Western Reserve University","ror":"https://ror.org/051fd9666","country_code":"US","type":"education","lineage":["https://openalex.org/I58956616"]}],"countries":["NO","US"],"is_corresponding":false,"raw_author_name":"John L. Lastovicka","raw_affiliation_strings":["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","WPC: Marketing"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"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","institution_ids":["https://openalex.org/I126307644","https://openalex.org/I165733156","https://openalex.org/I55732556","https://openalex.org/I58956616"]},{"raw_affiliation_string":"WPC: Marketing","institution_ids":["https://openalex.org/I4210144497"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":5,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":3969,"currency":"USD","value_usd":3969},"apc_paid":null,"fwci":35.4707,"has_fulltext":false,"cited_by_count":44,"citation_normalized_percentile":{"value":0.99479227,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":"60","issue":"1","first_page":"1","last_page":"1"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12214","display_name":"Media Influence and Health","score":0.8403000235557556,"subfield":{"id":"https://openalex.org/subfields/1208","display_name":"Literature and Literary Theory"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12214","display_name":"Media Influence and Health","score":0.8403000235557556,"subfield":{"id":"https://openalex.org/subfields/1208","display_name":"Literature and Literary Theory"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11542","display_name":"Behavioral Health and Interventions","score":0.03530000150203705,"subfield":{"id":"https://openalex.org/subfields/3202","display_name":"Applied Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12041","display_name":"Public Health Policies and Education","score":0.02419999986886978,"subfield":{"id":"https://openalex.org/subfields/3600","display_name":"General Health Professions"},"field":{"id":"https://openalex.org/fields/36","display_name":"Health Professions"},"domain":{"id":"https://openalex.org/domains/4","display_name":"Health Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/public-service-announcements","display_name":"public service announcements","score":0.9850000143051147},{"id":"https://openalex.org/keywords/media-strategy","display_name":"media strategy","score":0.5210000276565552},{"id":"https://openalex.org/keywords/drunk-driving","display_name":"drunk driving","score":0.656000018119812},{"id":"https://openalex.org/keywords/highway-fatalities","display_name":"highway fatalities","score":0.5630000233650208},{"id":"https://openalex.org/keywords/cost-efficiency","display_name":"cost efficiency","score":0.6439999938011169},{"id":"https://openalex.org/keywords/social-marketing","display_name":"social marketing","score":0.7730000019073486},{"id":"https://openalex.org/keywords/campaign-effectiveness","display_name":"campaign effectiveness","score":0.4659999907016754}],"concepts":[{"id":"https://openalex.org/C48103436","wikidata":"https://www.wikidata.org/wiki/Q599031","display_name":"State (computer science)","level":2,"score":0.5682637095451355},{"id":"https://openalex.org/C2780765947","wikidata":"https://www.wikidata.org/wiki/Q12033531","display_name":"Administration (probate law)","level":2,"score":0.5106659531593323},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.4636930227279663},{"id":"https://openalex.org/C161191863","wikidata":"https://www.wikidata.org/wiki/Q199655","display_name":"Library science","level":1,"score":0.45839178562164307},{"id":"https://openalex.org/C187736073","wikidata":"https://www.wikidata.org/wiki/Q2920921","display_name":"Management","level":1,"score":0.45442843437194824},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.4186648726463318},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.4012780785560608},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.23374152183532715},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.19074535369873047},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.14422720670700073},{"id":"https://openalex.org/C11413529","wikidata":"https://www.wikidata.org/wiki/Q8366","display_name":"Algorithm","level":1,"score":0.0},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.0},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1086/297737","doi":"https://doi.org/10.1086/297737","is_oa":false,"landing_page_url":"https://doi.org/10.1086/297737","pdf_url":null,"source":{"id":"https://openalex.org/S135539873","display_name":"Public Opinion Quarterly","issn_l":"0033-362X","issn":["0033-362X","1537-5331"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","jufo-3","ki-jl-1","norway-2","poland-200","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310311648","host_organization_name":"Oxford University Press","host_organization_lineage":["https://openalex.org/P4310311648","https://openalex.org/P4310311647"],"host_organization_lineage_names":["Oxford University Press","University of Oxford"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Public Opinion Quarterly","raw_type":"journal-article"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.870.4206","doi":null,"is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.870.4206","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://poq.oxfordjournals.org/content/60/1/1.full.pdf","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":19,"referenced_works":["https://openalex.org/W386726669","https://openalex.org/W562850658","https://openalex.org/W651617496","https://openalex.org/W655087183","https://openalex.org/W1542767231","https://openalex.org/W1990647126","https://openalex.org/W2015497237","https://openalex.org/W2066655538","https://openalex.org/W2069294392","https://openalex.org/W2094419105","https://openalex.org/W2098192537","https://openalex.org/W2137294973","https://openalex.org/W2152310648","https://openalex.org/W2313953460","https://openalex.org/W2314132477","https://openalex.org/W2327205659","https://openalex.org/W2410491048","https://openalex.org/W2413672290","https://openalex.org/W2582171803"],"related_works":["https://openalex.org/W7135718656","https://openalex.org/W1987236745","https://openalex.org/W2052374530","https://openalex.org/W2786187451","https://openalex.org/W1986941155","https://openalex.org/W2078089952","https://openalex.org/W2476814292","https://openalex.org/W2014964812","https://openalex.org/W2081981356","https://openalex.org/W7024005672"],"abstract_inverted_index":{"Public":[0],"service":[1],"announcement":[2],"(PSA)":[3],"campaigns":[4,89,115],"have":[5,24],"traditionally":[6],"relied":[7],"on":[8],"donated":[9],"rather":[10],"than":[11],"paid":[12],"advertising":[13],"media.":[14],"Recently,":[15],"however,":[16],"both":[17,88,95],"government":[18],"agencies":[19],"and":[20,62,75,81,94],"charitable":[21],"or":[22],"ganizations":[23],"questioned":[25],"whether":[26],"donated-media":[27,113],"strategies":[28],"should":[29],"be":[30],"abandoned":[31],"for":[32,116],"paid-media":[33,117],"PSA":[34,54,114,118],"campaigns.":[35,119],"The":[36],"present":[37],"research":[38],"examines":[39],"this":[40],"issue":[41],"in":[42,57,100],"a":[43],"three-market":[44],"field":[45],"experiment":[46],"comparing":[47],"the":[48],"effectiveness":[49],"of":[50,70,79,102],"\u201cpaid":[51],"versus":[52],"donated\u201d":[53],"cam":[55],"paigns":[56],"decreasing":[58],"youthful":[59],"male":[60],"drinking":[61],"driving.":[63],"Depen":[64],"dent":[65],"variables":[66],"include":[67],"(1)":[68],"self-reports":[69],"behaviors":[71],"from":[72],"sample":[73],"surveys":[74],"(2)":[76],"official":[77],"counts":[78],"incapacitating":[80],"fatal":[82],"highway":[83],"accidents.":[84],"Results":[85],"show":[86],"that":[87,108],"were":[90,96],"equally":[91],"effec":[92],"tive":[93],"cost":[97],"efficient.":[98],"Thus,":[99],"light":[101],"these":[103],"results,":[104],"it":[105],"is":[106],"recommended":[107],"social":[109],"marketers":[110],"not":[111],"abandon":[112]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":3},{"year":2021,"cited_by_count":4},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":2},{"year":2016,"cited_by_count":1},{"year":2015,"cited_by_count":2},{"year":2013,"cited_by_count":1}],"updated_date":"2026-08-26T07:47:46.906454","created_date":"2016-06-24T00:00:00"}