THE EVALUATION OF THE ATTITUDES AND EXPECTATIONS ABOUT PUBLIC SERVICE ANNOUNCEMENT IN HEALTH

Public institutions and organizations have been taking advantage of social marketing campaigns in order to change the social behavior especially in the health sector. One of the tools used in social marketing campaigns is the public service announcement. Public service announcements play an important role in directing to targeted behaviors by abandoning the wrong attitudes and behaviors of individuals. Public service announcements stimulate the society against potential dangers in many areas, especially health, and aim that the society take the required precautions against these dangers. Nowadays, health public service announcements are increasing day by day. The aim of this study is to measure whether the expectations of university students regarding the public service announcements differ according to demographic characteristics, by evaluating the attitudes and expectations of them regarding the public service announcements about health issues. For this purpose, face-to-face survey method is used to collect data from university students, which are chosen with the convenience sampling method, in order to reach to more participants. 400 evaluable questionnaires are obtained. As a result of the analyses, six dimensions are reached, namely “ethics”, “social”, “economic”, “legal regulation”, “recall” and “deterrence" that explain attitudes and expectations about public service announcement. Depending on the demographic characteristics of the students participated in the study; it is observed that the attitudes and expectations regarding the public service announcement may differ for some dimensions