HMTS: Improving the quality of public service announcements through standardized pretesting

Elaine Bratic, Rachel Greenberg M.A., Phyllis Petersen M.B.A.

Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 1

Abstract

Traditionally, health message producers have relied on their own creative communication skills to reach and affect the public with health information. The Health Message Testing Service provides additional input regarding target audience response to health messages. Paired with creative PSA production, these data can more reliaby ensure audience receptivity and response. By testing messages in a pre-finished form, the producer can identify and correct potential weaknesses while corrections are still timeand-budget affordable.

Keywords

Target Audience, Health Message, Television Advertising, Health Planner, Public Service Announcement

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