ERIC Number: ED171249
Record Type: RIE
Publication Date: 1979-Feb
Reference Count: 0
A Two-Phase Survey of the Impact of Radio and Television Public Service Announcements. Final Report.
Market Facts, Washington, DC.
This evaluation was designed to assess the effectiveness of an information campaign conducted in seven selected areas of the country to promote public awareness and use of services provided by the National Library Service for the Blind and Handicapped (NLS) for individuals with reading difficulties. The principal campaign medium consisted of television and radio public service announcements (PSAs) that were aired on a voluntary basis by local broadcasters. The PSAs were designed to tell the public about who is eligible, what materials are available, who sponsors the program, and that the services are free of charge. Public awareness of these announcements was assessed by conducting telephone surveys of adults in the areas where the PSAs were distributed. A measure of changes in awareness and knowledge was obtained by conducting two survey waves--a premeasure before any messages had been aired and a postmeasure that took place as the messages were continuing. Survey results showed that between 8 and 19 percent of the respondents saw the television PSAs, while only one to 3 percent of the respondents indicated awareness of the radio announcements. A comparison of the number of premeasure respondents who knew of the NLS programs (31 percent) with the number of postmeasure respondents indicating such knowledge shows an increase in awareness during the time of the study. (RAO)
Publication Type: Reports - Descriptive; Reports - Evaluative; Reports - Research
Education Level: N/A
Sponsor: Library of Congress, Washington, DC. Div. for the Blind and Physically Handicapped.
Authoring Institution: Market Facts, Washington, DC.
Identifiers: Public Service Advertising