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2. What conclusions, if any, can we draw from the results?
There are numerous conclusions we can deduce from the campaign results. For one, teenagers are not influenced by celebrity endorsements as believed. This runs contrary to what the general public accepts as truth in regards to celebrity endorsement and its influence on teenage behavior. Both ads involving the celebrity did not fair as well as the ads with more real life implications. I believe an appropriate corollary then would be that teenagers are in fact immune to the ostentatious lifestyles of celebrities. Teenagers do not succumb to their banal attempts to impact their decisions in personal matters. In fact, it is this delusion of grandeur on the part of celebrities that causes the message to not seem genuine in the minds of teenagers. Equally as impressive, is the data concerning pragmatic and simple scenarios. Teenager resonate with adds the cause them to lament over certain situations. These situations are often personal and touching. They involve friends, family members, and other peers. The evidence is clear that in order to have an effective message, the message must be personal.
3. Exactly what do you recommend for the de-marketing communications...
In this instance, it will be used to influence the prevalence of drug use among teenagers. First, I would recommend having a uniform message no matter what the ad itself is. This target message should never vary. The medium or ad used to deliver this message however will vary depending on the target demographic. More analysis needs to be conduced as the overall effectiveness of the campaign models chosen. As mentioned earlier the sample size is too small, and the composition of that sample size is unknown. I would recommend conducting similar experiment's within different locations with a different demographic set each time. The data garnered from these experiments will be more conclusive as to the effectiveness of the ads. Further, I would want to know how the campaign designers intend to implement the ads overall. Here is where the four P's of product; price, promotion, and place come into effect. Currently, the promotion and product components are clear. What are uncertain are the place and the how much this will cost to implement. This aspects should be ironed out prior to the actually presentation of results to the mayor.
Were the subjects giving their answers or the answers that the interviewers were trying to elicit? The lack of uniformity in the interview process makes that an impossible question to answer. The focus groups themselves also had some basic problems. Besides being relatively small, they were not anonymous. In fact, each participant's name was recorded on a note card at the onset of the discussion. According to the case study,
Cigarettes became popular among World War soldiers as "soldier's smoke (Randall 1999)." Camel held 45% of the U.S. cigarette market by 1923 while Philip Morris produced women's cigarette, described as "mild as May." The American Tobacco Company produced Lucky Strike for women and captured 38% of the market. The number of female teenage smokers increased three times between 1925 and 1935 alone. In the spirit of competition, the American Tobacco
That is evidenced by the fact that prevention messages produced affirmative responses to questions about curtailment and curtailment messages produced affirmative responses to questions about prevention. (4) Perception of realism is likely a critical element of any anti-drug messaging campaign expected to appeal to a teenage audience. Exactly what do you recommend for the de-marketing communications campaign? There would seem to be little basis to presume that either a prevention strategy or
Specifically focused on products for each phase of a persons' life, this business segment is the most mainstream in terms of promotional strategies. Skin Care, OTC and Nutritionals have successfully given JNJ a permanent marketing strategy for selling to women in the 25-34 and 25-45 segments, two of the fastest growing demographic markets for these products. Product Strategy The biggest challenge for JNJ is the ability to quickly develop and launch
This demonstrates that the state of heightened awareness can lead to quick decisions that are not necessarily misguided even if they ultimately turn out to be somewhat laughable and wholly necessary. 4) Values The Boston Police Department's value of neighborhood policing is strongly related to SLU's value of community, as the concept of both is that there is greater strength in the community as a whole through the more active involvement
Smoking History of Smoking It is seen that people have continued through out our development without smoking. But it is also evident that people have been engaged in smoking since the earliest times of Roman Empire. This was not tobacco, however, Cyprus grass instead, coltsfoot, and lavender. They engaged in smoking more for healing causes than just entertaining. The sailors those accompanied Columbus on his adventures to the 'New World' were considered