EFFECTS OF PUBLIC SERVICE ANNOUNCEMENTS ON INDIVIDUALS? BEHAVIORS AS A SOCIAL MARKETING: A NON-PARAMETRIC STATISTICAL ANALYSIS

Abstract

Author(s): Pelin GENO?LU, H. Hilal BA?LITA?, Sevda KU?KAYA

Public Service Announcements (PSA) as a social marketing tool are radio and television broadcasts which are formatted short duration. Their aim is to change behaviors and minds of target group directly and their fundamental purpose is public benefit. At this basis, the main idea of this paper is to investigate effects of Turkish PSA’ on individuals tobacco products usage preferences. And television broadcasts are chosen for analysis. 2012 year is enforcement date of PSA and being able to compare, 2010 and 2014 years have been taken into consideration. In addition to this, structure of data allows non-parametric analysis technique. Mann Whitney U test have been run for this. Tobacco products usage rates have been obtained from Turkish Statistical Institution (TUIK). Analysis shows that tobacco reduction aims of PSA are not efficient on individuals

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