LONDON: A tangible return on investment is claimed for public service advertising in a new book, How Public Sector Advertising Works, jointly published by the UK Institute of Practitioners in Advertising and government agency liason body COI Communications.
Said to be the first of its kind, the book is edited by former JWT Europe planning director Judie Lannon. It reviews a quarter-century of UK public sector advertising and marketing campaigns, drawing on winning papers from the IPA Effectiveness Awards.
Among the claims made for PSA is not only its effective RoI in monetary terms but also tens of thousands of lives saved, and substantial economies to the public purse.
Says IPA director general Hamish Pringle: "This book demonstrates the positive contribution that public sector advertising makes to our society, and provides essential learning for marketing, procurement, and agency practitioners."
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Data sourced from mad.co.uk; additional content by WARC staff