COWPE Study

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  • Created by: Steff06
  • Created on: 16-03-16 17:39
What was the aim of COWPE's study?
To test the effectiveness of an advertising campaign which demonstrated a procedure, provided information, challenged perception of a lack of ability to cope and encouraged preventative actions.
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Describe the methodology of COWPE's study
Quasi experiment. A media campaign shown in 10 regional areas between 1976 and 1984.
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How was data gathered?
Analysis of number of chip pan fires reported between 1976 and 1982 and consumer surveys were used.
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Describe the procedure concerning the commercials
2 60 second long television campaigns - 1 called inattendance and 1 called over-filling.
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What did the commercials show and what was analysed?
Showed initial causes of fire and actions to put it out. Real time and slow motion was used. Analysis of number of chip pan fires for each area.
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What was similar in all regions but different in some?
All regions shown television campaigns once, but 3 areas (Tyne Tees, Harlech and Grenada) shown reminders in another year.
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What were the findings over the 12 month period of the campaign?
Net decline was between 7% in Central television areas and 25% for the Grenada television areas.
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Which areas showed less impact and what was this due to?
Areas with both Central and Grenada television showed less impact due to the reduced impact of viewing the advertisements more than once.
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What did consumer surveys show?
An increase in awareness of chip pan fire advertising from 62% in Yorkshire TV areas before the campaign to 90% after first adverts and remained at 96% after the campaign.
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What also increased and by how much?
Mention of chip pan fires as a danger in the kitchen increased from 12% before the campaign to 28% after the campaign in the Yorkshire TV areas.
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When was the largest reduction and what were the figures surrounding it?
Largest reduction during the campaign. 33% reduction during the campaign in Tyne Tees, 17% reduction over the 6 months and 15% over the next 15 weeks.
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What was the main conclusion and when was behaviour change most seen?
Advertising campaigns are effective as shown by the reduction in chip pan fires. Behaviour change most seen during the campaign and reduces as time passes after the campaign.
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What is confidence in the data shown by?
The change in awareness of chip pan fire adverts and the dangers of chip pan fires in the kitchen.
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Other cards in this set

Card 2

Front

Describe the methodology of COWPE's study

Back

Quasi experiment. A media campaign shown in 10 regional areas between 1976 and 1984.

Card 3

Front

How was data gathered?

Back

Preview of the front of card 3

Card 4

Front

Describe the procedure concerning the commercials

Back

Preview of the front of card 4

Card 5

Front

What did the commercials show and what was analysed?

Back

Preview of the front of card 5
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