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  • Title: Television station acceptance of AIDS prevention PSAs and condom advertisements.
    Author: Abernethy AM, Wicks JL.
    Journal: J Advert Res; 1998; 38(5):53-62. PubMed ID: 12295801.
    Abstract:
    AIDS is a fatal, though preventable disease with more than 56,000 new cases reported in 1996 alone. Condom advertisements and AIDS public service announcements (AIDS PSAs) can help prevent the spread of AIDS, but these AIDS PSAs often contain controversial subject matter and are thus rejected for broadcast by television stations. It is for this reason why a large-scale national mail survey was conducted. The survey, which examined the impact of personal ethical considerations of television station management on AIDS acceptance decisions in the US, was based on five hypothetical questions. It used questionnaires mailed to television station managers. Responses were received from 364 stations, yielding a 40.63% response rate. Significant results were found related to the impact of personal ethical concerns of television managers on AIDS acceptance decision. Most stations were unlikely to accept condom or safe sex advertisements but were more likely to accept generic AIDS messages. These findings pose a dilemma for public health officials, which include the high cost of television advertisements and the difficulty in choosing a creative execution type. The most effective approach would be to appeal to sales managers to run the advertisements since they are important for the community and serve the public interest.
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