Marketing MKT 370 Lecture Notes - Lecture 13: Public Service Announcement, Raymond Flynn, Peer Pressure
21 Mar 2017
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Mayor raymond flynn wanted to determine what the police should do to curtail drug use among boston"s school gang population. What kind of communication the city should send to its young people. Public agencies provided counseling, detoxification centers, awareness bulletins, and educational aids. Neighborhood programs to report users or pushers: hired local ad agency harold cabot inc. to study boston"s teenagers and create an ad to reach them. Analysis of model for drug abuse (chosen research methodologies and sampling plan: talked to six groups of 5-7 high school students in classrooms, asked their opinion on drug abuse. Drug availability and use pervasive: use of celebrities scored low, showed published studies on drug abuse nationwide, showed published studies on drug abuse nationwide. Based on qualitative impressions of counselors, teachers, and social workers. Peer pressure: had to limit the scope in order to complete the project in five months of part- time work.
