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ERIC Number: ED173808
Record Type: RIE
Publication Date: 1979-Aug
Pages: 17
Abstractor: N/A
Reference Count: 0
Some Communication Effects of Charity Advertising Campaigns.
Moore, Roy L.; And Others
A study was conducted to examine the relationship of advertising exposure to a variety of cognitive and affective variables in a nonprofit charity campaign. The study also tested the transactional model of advertising effects, which combines exposure, motivations, and gratifications for viewing. A sample of 350 adults was randomly selected and interviewed by telephone. Television exposure and attention variables were considered, along with four independent factors: information seeking (gratification), social utility (gratification), alienation (avoidance), and anxiety (avoidance). Results indicated that gratification/avoidance measures were more important and had a higher impact in the cognitive stage of attitude formation than did exposure variables, which were more important in the affective stage of attitude formation. The findings suggest that a well-designed mass media charity advertising campaign can increase consumers' levels of awareness, levels of liking, and degrees of action through gratification/avoidance; that gratification/avoidance measures can serve as guidelines for message positioning; and that the use of short messages with high repetition may be appropriate for charity promotion. (DF)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)