**3. Advertising and communication campaigns**

Elliott (1987), one of Australia's leading communication practitioners, offers a particularly informative look at the differences between advertising and communication campaigns. His literature review and analyses of campaigns are especially relevant because they are based largely on experience. He defines a set of parameters for considering and planning for a campaign's realistic outcomes.

Elliott's (1987) basic premise is that the objectives and processes that are appropriate for commercial advertising are usually inappropriate for health promotion. The essential differences between advertising and health campaigns lie in the nature of the product, the processes involved in promotion and, of course, in the nature of audiences. Elliott argues that advertising by itself will not result in fundamental changes in behaviour: "Commercial products are regarded by many as trivial and superficial, not as central and ego-involving to the individual as ill health. They are positive and attractive and can be relatively easily obtained. By contrast, health publicity is largely negative: it preaches the avoidance of something negative (which is enjoyable), often involving short-term unpleasantness, for the sake of benefits that are long-term, probabilistic and not guaranteed".

Elliott (1987) draws on previous research to demonstrate once again that advertising does not have massive effects on potential consumers, as many might believe. However, he notes that small changes in market share for a particular product that are achieved as a consequence of advertising may result in greatly increased sales and profits. In this regard, it is useful to recall Rogers and Storey's (1987) assertion that a health promotion campaign might be considered successful if five percent of the target audience make long–term changes in overt health behaviour.

Commercial advertising techniques are but one element of a communication campaign using mass media. The following table is comparing communication campaigns and advertising.


The Role of Mass Media Communication in Public Health 403

Easy to get information about products and services. Yet, advertising does not work

Can be targeted to specific audiences or segments and expectations adjusted.

Secondary audiences rarely critical in

Tends to be strategy based on start or

Commercial television is commercial television advertising; the program is designed to deliver an audience to an

in the way that most people believe. Advertising does not have massive

effects on people.

mass advertising.

social concern. Usually aiming at slight modifications.

Slow processes involved over time. May see instant results.

Table 1. Comparison of communication and advertising campaigns

given risk takes on meaning through our cultural practices.

stop.

advertiser.

Most health communication campaigns involve risk, i.e. risks to people and societal risks. The concept of risk has been at the focus of contemporary thinking in recent years because of the salience and threat of environmental issues, which have received extensive public and

Giddens (1999) observes that most traditional cultures did not have a concept of risk and argues that it is a concept associated with modern industrialised civilisation, embodying ideas about controlling or conquering the future. People are forced to negotiate their lives around risks, and to rely increasingly on their own judgments about risks. Experts can assess the likelihood and magnitude of a given risk, however the public understanding of a

**Typical Communication Campaign Typical Advertising Campaign** 

Information often perceived to be

•People seek justification for noncompliance and may give misleading information in any evaluation.

Audience could be everyone. Expectations should be low.

Tends to be strategy based on

**4. The concept of risk** 

media attention.

facilitating change.

•Most groups perceive others as the problem

•Many see themselves compliant with the attitudes or behaviour, when they are not

Some people have pre-existing beliefs or ideas about 'communication'. Unrealistic expectations about what can be achieved.

Often difficult to identify target audience.

Secondary audiences may be critical in

Usually a major objective related to a

modifications/change or slow down of undesirable attitudes/behaviours.

Television's commercial 'values' may be inappropriate to the campaign's message.

unreliable because:

or cause.


brands.

quantified.

fail.

Cost is one of choice among competing

Products/services that are not accepted

Easy to see, and outcomes can usually be

Market objectives often confused with

Focus on behavioural outcomes with intermediary objectives such as reinforcing loyal buyers' beliefs, creating consumer satisfaction, maintaining brand salience.

May not involve great emotional or

Campaigns that fail or result in loss lead

All about excitement, sexuality, selfindulgence, and even power.

affective attachment.

to immediate action.

Talks to the child in us.

communication objectives.

**Typical Communication Campaign Typical Advertising Campaign** 

Reward difficult to see. Reward easy to see.

Involves personal cost, sometimes even

Message is that all people should adopt or

People may express support for socially desirable behaviour but not adopt the

Experience is the best way to change

•Strengthening or attitude change; •More positive disposition to behave in a

Tries to define communication objectives

•Adoption of behaviour either in the short or

•Awareness of unintended consequences.

May be very sensitive, obtrusive, and

Many times involves an organisational bias – in the 'public service/interest'.

Sometimes, objectives confused with education or mere dissemination of

Organisation may constrain budget, processes and structure of the campaign.

Government equated to what ought to be done, what should be done, etc. It is the

Educational campaigns favoured even when evidence shows previous similar campaigns

attitudes – not mass media.

as changes in individuals: •Increased salience;

desired direction;

long term;

emotional.

failed.

information.

'parental' mode.

Often difficult to see short-term

discomfort.

comply.

outcomes.

behaviour.


Table 1. Comparison of communication and advertising campaigns
