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  • Created by: Steff06
  • Created on: 16-03-16 16:53
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    • Aim:
      • To test effectiveness of an advertising campaign which demonstrated a PROCEDURE, provided INFORMATION, challenged PERCEPTION of a lack of ability to cope and encouraged PREVENTATIVE actions.
    • Methodology:
      • QUASI experiment. A MEDIA campaign shown in 10 regional areas from 1976-1984.
      • Analysis of number of chip pan fires reported between 1976 and 1982 and consumer SURVEYS used to gather data.
    • Procedure:
      • Television campaigns - 2 60 second long commercials. One called INATTENDANCE and one called OVER-FILLING.
      • Showed initial CAUSE of fire and ACTIONS to put it out. Real time and slow motion was used. Number of reported chip pan FIRES was analysed for each area.
      • Each region shown chip campaign once, but 3 areas (Grenada, Tyne Tees and Harlech) were shown reminders in another year.
    • Findings:
      • Net decline in each area over the 12-month period of the campaign was between 7% for the Central television areas and 25% for the Grenada television areas.
      • Largest reduction recorded was DURING the campaign. 33% reduction during campaign in TYNE TEES, 17% reduction over the next 6 months and 15% over next 15 weeks.
      • Areas with both Central television and Grenada showed LESS impact. Probably due to reduced impact of seeing campaign more than once.
      • Consumer SURVEYS showed an INCREASE in AWARENESS of chip pan fire advertising. From 62% in Yorkshire TV areas BEFORE campaign to 90% AFTER FIRST adverts to 96% AFTER the campaign.
      • The mention of chip pan fires as a DANGER in the kitchen also INCREASED from 12% BEFORE the campaign to 28% AFTER the campaign in Yorkshire TV areas.
    • Conclusions:
      • Advertising proved EFFECTIVE as show by the REDUCTION in chip pan fires. Behaviours CHANGE is most seen DURING the campaign and REDUCES as time passes after the campaign.
      • Viewer of the campaign is LESS likely to be influenced by the campaign if OVEREXPOSED to it, as seen in the OVERLAP area.
      • Confidence in the data is shown by the CHANGE in AWARENESS of chip pan fire adverts and the DANGER of chip pan fires in the kitchen.


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