The Potential Impact of the Computermediated Environment on the Emotionsand Empathy of Individuals Towardpublic Service Ads
نویسنده
چکیده
Public and nonprofit organizations have limited financial resources to spend on advertising their message/ mission and have historically not used advertising as extensively as for-profit organizations (Lovelock and Weinberg 1984). On the "Information Superhighway" information can be shared in milliseconds to global audiences at a fraction of the cost of the traditional mediums of communication. The article proposes an extension of previous research on public service advertising and explores whether use of the computer mediated environment is a potentially effective medium for Public Service Advertising.
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