Raising Awareness for the Need of Greater Road Safety
Raising Awareness of the need for Greater Road Safety:
‘Morning After’
By Andrea Leigh, Ciara , Nadine, Phillipa White, and Suzanne Oke
Table of Contents
Market Research 1.1 Analysis of Road Safety Messages 1.2 Demographic and Psychographic Characteristics of Target Audience 1.2.1 General 1.2.2 Drinking Habits 1.2.3 Self-Perception 1.2.4 Most Effective Advertising 1.3 Survey and Focus Group 1.3.1 Survey: How we carried it out 1.3.2 Survey: Why we carried it out 1.3.3 Survey: What we found and how this helps in our campaign development 1.3.4 Focus Group: How we carried it out 1.3.5 Focus Group: Why we carried it out 1.3.6 Focus Group: What we found and how this helps in our campaign development
2. Ideas for Campaign Plan 2.1 Budget Constraints 2.2 Cost of Our Campaign 2.3 Lines of Appeal 2.4 Techniques of Persuasion and Influence 2.4.1The Principle of Social Proof 2.4.2 Authority 2.4.3 The Psychodynamic Approach 2.5 Nature of The Message 2.6 Possible slogans and Final Slogan 2.7 Uses of Mass Media 2.8 Promotional Events and Location 2.9 Time-scale and Synchronistion of Promotional Activities
3.Our Final Campaign
3.1 Posters
3.2 Beer Coasters and Stickers
3.3 Facebook Group
3.4 Promotional Events
3.5 Strategy for Evaluating the Success of Our Campaign
Appendix One: Survey
Appendix Two: Focus Group Questions/Previous Adverts
Appendix Three: Poster adverts
Appendix Four: Stickers/Beer mats
1. Market Research
1.1 Analysis of Road Safety Messages
For the first part of the market research, current and passed road safety campaigns (Appendix Two). Focusing on the persuasive communication techniques they use and how effective they were in the campaigns success. The types of imagery was also focused on and how these play on the audiences emotive and cognitive responses, and which
‘Morning After’
By Andrea Leigh, Ciara , Nadine, Phillipa White, and Suzanne Oke
Table of Contents
Market Research 1.1 Analysis of Road Safety Messages 1.2 Demographic and Psychographic Characteristics of Target Audience 1.2.1 General 1.2.2 Drinking Habits 1.2.3 Self-Perception 1.2.4 Most Effective Advertising 1.3 Survey and Focus Group 1.3.1 Survey: How we carried it out 1.3.2 Survey: Why we carried it out 1.3.3 Survey: What we found and how this helps in our campaign development 1.3.4 Focus Group: How we carried it out 1.3.5 Focus Group: Why we carried it out 1.3.6 Focus Group: What we found and how this helps in our campaign development
2. Ideas for Campaign Plan 2.1 Budget Constraints 2.2 Cost of Our Campaign 2.3 Lines of Appeal 2.4 Techniques of Persuasion and Influence 2.4.1The Principle of Social Proof 2.4.2 Authority 2.4.3 The Psychodynamic Approach 2.5 Nature of The Message 2.6 Possible slogans and Final Slogan 2.7 Uses of Mass Media 2.8 Promotional Events and Location 2.9 Time-scale and Synchronistion of Promotional Activities
3.Our Final Campaign
3.1 Posters
3.2 Beer Coasters and Stickers
3.3 Facebook Group
3.4 Promotional Events
3.5 Strategy for Evaluating the Success of Our Campaign
Appendix One: Survey
Appendix Two: Focus Group Questions/Previous Adverts
Appendix Three: Poster adverts
Appendix Four: Stickers/Beer mats
1. Market Research
1.1 Analysis of Road Safety Messages
For the first part of the market research, current and passed road safety campaigns (Appendix Two). Focusing on the persuasive communication techniques they use and how effective they were in the campaigns success. The types of imagery was also focused on and how these play on the audiences emotive and cognitive responses, and which