The same advertising techniques used to promote commercial goods and
services can be used to inform, educate and motivate the public about
non-commercial issues, such as HIV/AIDS, political ideology, energy
conservation and deforestation.
Advertising, in its
non-commercial guise, is a powerful educational tool capable of
reaching and motivating large audiences. "Advertising justifies its
existence when used in the public interest—it is much too powerful a
tool to use solely for commercial purposes." Attributed to Howard
Gossage by David Ogilvy.
Public service advertising,
non-commercial advertising, public interest advertising, cause
marketing, and social marketing are different terms for (or aspects of)
the use of sophisticated advertising and marketing communications
techniques (generally associated with commercial enterprise) on behalf
of non-commercial, public interest issues and initiatives.
In
the United States, the granting of television and radio licenses by the
FCC is contingent upon the station broadcasting a certain amount of
public service advertising. To meet these requirements, many broadcast
stations in America air the bulk of their required public service
announcements during the late night or early morning when the smallest
percentage of viewers are watching, leaving more day and prime time
commercial slots available for high-paying advertisers.
Public service advertising reached its height during World Wars I and II under the direction of more than one government.