Abstract:

Through the process of obtaining consumer reactions to a wide variety of public service advertisement, an attempt has been made in this paper to understand the factors that govern consumer expectations of public service advertising. This paper presents the argument that effective public service advertising must not only fulfil the various criteria applicable to effective advertising of any product or service but must also be in line with what consumers expect the advertising to look and feel like. Finally, this paper presents a conceptual framework of the process that consumers go through in arriving at these expectations. This framework, we feel, can be used by researchers to develop measuring instruments which can measure consumer expectations more formally and more effectively.