PhD Study : Public Service Advertising

Summary

This project aims to increase knowledge of the factors that contribute to the efficiency and/or effectiveness of public service advertising (PSA).  PSA has the ability to change public attitudes through creating awareness, educating, informing, and motivating various target groups in respect of critical issues such as physical health issues (e.g., obesity, smoking, consumption of drugs and alcohol), mental health issues, road safety issues, prevention of accidents, and voter engagement.

However, there are many challenges that PSA campaigns face in fulfilling their objectives.

This project seeks to identify and provide guidance in respect of the issues impacting efficient and effective PSA.

The project can be located at the procurement stage of the process. PSA is subject to the strictures imposed by public sector procurement processes and advertising agencies are known to be put off even attempting to tender for contracts. Research located at this stage could investigate inter alia: perceptions of advertising agencies and PSA clients of the current procurement process; the process by which agencies are selected; the briefing of the agency.

The project can be located at the campaign development stage. PSA is given dispensation to be bolder than commercial advertising and PSA clients, because of a lack of marketing expertise, may be more receptive and trusting of their agency’s ideas.   Research located at this stage could investigate inter alia: the management of the client-agency relationship in a PSA context; the development of creative ideas; management of receptiveness issues with a PSA client.

The project can be located at the effectiveness evaluation stage.  It is accepted that PSA budgets are always under intense pressure and for a number of reasons, PSA is not always effective at inducing the desired behavioural change.  Research located here could probe the factors that are associated with successful PSA campaigns.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• Sound understanding of subject area as evidenced by a comprehensive research proposal
• A comprehensive and articulate personal statement
• Research proposal of 1500 words detailing aims, objectives, milestones and methodology of the project
• A demonstrable interest in the research area associated with the studentship

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 70%
• Experience using research methods or other approaches relevant to the subject domain
• Use of personal initiative as evidenced by record of work above that normally expected at career stage.
• Relevant professional qualification and/or a Degree in a Health or Health related area

Equal Opportunities

The University is an equal opportunities employer and welcomes applicants from all sections of the community, particularly from those with disabilities.

Appointment will be made on merit.

Funding and eligibility

The University offers the following levels of support:

Vice Chancellors Research Studentship (VCRS)

The following scholarship options are available to applicants worldwide:

• Full Award: (full-time tuition fees + £19,000 (tbc))
• Part Award: (full-time tuition fees + £9,500)
• Fees Only Award: (full-time tuition fees)

These scholarships will cover full-time PhD tuition fees for three years (subject to satisfactory academic performance) and will provide a £900 per annum research training support grant (RTSG) to help support the PhD researcher.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Please note: you will automatically be entered into the competition for the Full Award, unless you state otherwise in your application.

Department for the Economy (DFE)

The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,237 (tbc) per annum for three years (subject to satisfactory academic performance).

This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.

• Candidates with pre-settled or settled status under the EU Settlement Scheme, who also satisfy a three year residency requirement in the UK prior to the start of the course for which a Studentship is held MAY receive a Studentship covering fees and maintenance.
• Republic of Ireland (ROI) nationals who satisfy three years’ residency in the UK prior to the start of the course MAY receive a Studentship covering fees and maintenance (ROI nationals don’t need to have pre-settled or settled status under the EU Settlement Scheme to qualify).
• Other non-ROI EU applicants are ‘International’ are not eligible for this source of funding.
• Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies. Further information on cost of living