Advertising Campaign

Topics: Advertising, Drug addiction, Promotion and marketing communications Pages: 3 (690 words) Published: July 20, 2014
saeed salem no signal 90 .Evaluate the creative strategy used by the Partnership for a DrugFree America in its advertising campaign, particularly with respect tothe use of strong fear appeals.Early spots of creative strategy used by the Partnership for Drug FreeAmerica in its advertising campaign are considered “melodramatic”relying too much on scare tactics and stereotypes such as the school bus driver who snorts cocaine; African-American boys selling crack inthe school yard; and the “one puff and you are hooked” messages.Academics as well as others studying the effects of drug abuse programs questioned these approaches, noting that scare tactics oftenhave not been found to be an effective way to change attitudes and behavior Critics argued that there was no evidence to support the claim thatthe anti-drug ads could alter behavior.1.Evaluate the creative strategy used by the Partnership for a Drug Free America in its advertising campaign, particularly with respect to the use of strong fear appeals.

2.Much of the controversy surrounding the anti-drug advertising campaigns has involved the determination of the effectiveness of the ads. Evaluate the various approaches used to determine the effectiveness of the anti-drug ads. What types of measures should be used to evaluate the effectiveness of the campaign?

3.Discuss the merits of using an integrated marketing communications program that encompasses a variety of communication tools to prevent drug use versus an approach that relies primarily on media advertising.

4.Evaluate the advertising campaign developed by Ogilvy & Mather for the ONDCP linking drug use with terrorism. Do you think these ads were an effective way of changing the attitudes and behavior of young people with regard to the use of drugs? Why or why not?

5.Evaluate the merits of the anti-drug advertising campaign from a social perspective. Should the government be involved in this effort or is the PDFA the more appropriate...
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