rsa mg509 ad deconstruction
TRANSCRIPT
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MG509 Advertising & MarketingMG509 Advertising & MarketingCommunicationsCommunications
AdvertisementAdvertisement--DeconstructionDeconstruction
Group 5:Group 5:Tianye HanTianye Han 10211237 10211237
Maeve McQuillanMaeve McQuillan 5734839857348398 2121stst Oct. 2010Oct. 2010
Senpaul WalshSenpaul Walsh 5640758756407587 Mr. Donal ClancyMr. Donal Clancy
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Senpaul Walsh
Team MembersT
eam Members
aeve c uillan ianye an
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OverviewOverview
I. Introduction
II. Background
III. Advert
IV. Target
V. Objectives
VI. Insight
VII. Strategy
VIII.Tactics
IX. Effectiveness
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B
ackgroundB
ackground
2009 Number ofDeaths
Total
Drivers
Pedestrians
Passengers
Bikers
Cyclists
Road Safety Authority 2009 Collision Report, rsa.ie
239
128
40
38
27
7
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BackgroundBackground
Mini Campaign Speeding
Within RSA 2012 Death Reduction Strategy
OriginallyApril 2007
60 Seconds
DOENI, RSA, Norwich Union &AvivaAssociated
Launched on Television,Online,Billboards and Radio
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The CompanyThe Company
Lyle Bailie International Ltd
Belfast
Specialists in Behavioral/Attitude Change
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TargetTarget
Target:
Males: 17-34 Years old
Sub Target & Strategy:
General Public: Concern &Awareness
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Road Safety Authority He Drives, She Dies Campaign Resources, rsa.ie
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ObjectivesObjectives
Reduce Speeding
Long Term Goal ofReducing No.OfDeaths
CreateAwareness and Concern ofDangers
ShowEffects ofSpeeding to all parties
Reinforcing ofSafety on Roads
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InsightInsight
Insight is Vulnerability
Viewers Empathy
Relatable
Could this happen to me?
Who wouldbe affected ifIwas involved?
Diminish the invincibilityfactor
Emotional
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Human NeedHuman Need
4 Levels ofMaslows Hierarchy
Physiological
Safety
Love/Belonging
Esteem
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StrategyStrategy
Fear appeals are persuasive messages designed to scare people by
describing the terrible things that will happen to them if they do
not do what the message recommends,(Witte, 1992,p.330)
LeventhalEtAl (1965, 1967) argues more fear more behavioural
change
Kelly & Edwards (1992) identifies two key areas
Personal
Relevance
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Tactics ITactics I
Story/Setting:
11 Characters
2 Deaths
3 Fatalities
11 Effected excl.
GuardsRelatable Scenery
Innocent Theme
Memorable
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Tactics IITactics II
Vision
Dull Lighting
11 Incidents of
BloodGraphicImagery
Facial
Expressions-
Empathy
Action Vs.Visual
Effects
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EffectivenessEffectiveness
Proofis in the
Statistics
Measure of
Effectiveness:
Re-ReleasedOctober 11th
2010
2007 2008 2009
Death Rate: 338 279 239(252*)
Average
Monthly
Fatality Rate:
28 23 20
Road Safety Authority 2007,2008,2009 Collision Reports, rsa.ie
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ConclusionConclusion
Does theAdvert meet the
objectives?
Get:
Male Drivers 17-34
To:
Reduce Speed & Drive Carefully
By:
Instilling FearbasedAdvertising
Objectives
Reduce Speeding
Long Term Goal of
Reducing No.Of
Deaths
CreateAwareness
and Concern of
Dangers
ShowEffects of
Speeding to all
parties
Reinforcing of
Safety on Roads
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Thank You For Your Time & AttentionThank You For Your Time & Attention
Questions?Questions?
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BibliographyBibliography
Meenaghan & OSullivan, Marketing Communications in Ireland
Rsa.ie [online], various reports sourced within slides
Belch & Belch, Advertising and Promotion, 8th edition.
Heapy. M (2002), Fear appeals in road safety advertisements : an
investigation into the perspectives of young males in Ireland., DCU
Library.