"Effective campaigns identify a specific target audience and communications goal and develop messages and delivery methods most mass media campaigns that are appropriate to, and effective for, the audience and goal"

"Effective, high-visibility communications and outreach are an essential part of succesful seat belt law high-visibility enforcement programs. Paid advertising can be a critical part of the media strategy. Paid advertising brings with it the ability to control message content, timing, placement, and repitition."

"Nonprofit or governmental organizations engaging in sponsorship activities have the added advantage of having their participation stand out from the clutter of corporate sponsors. By putting a health or social message in a place where its presence is unexpected, the target audience is more likely to notice."