• Created by: Steff06
  • Created on: 16-03-16 16:53
View mindmap
    • 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.


No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Psychology case studies resources »