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The War On Drugs
Transcript of The War On Drugs
Started in 1980’s with Dick O’Reilly and Phil Joanou
Funded by a grant from the American Association of Advertising Agencies
1987: PDFA was officially launched
1989: more than 30 TV commercials, 64 print ads & numerous radio spots
Skeptics about the effectiveness of their efforts
ONDCP Gets Involved
Government became involved with the passage of The Media Campaign Act of 1998 (allocation of $195 mil per year over 5 years)
Program was administered through the White House’s ONDCP
Greater focus on market segmentation
Demanded more accountability and expected to see evidence
Many concerns with ONDCP involvement
Criticisms about the effectiveness of the campaigns
ONDCP & PDFA
1998: ONDCP began work on a new campaign that was designed to educate, evolved around five themes
2001: Ads focused on the link between drugs and terrorism
2002: Battle between the PDFA and ONDCP had escalated and the tension was very high
2003: ONDCP announced that it would end the controversial drugs-and-terror ads , budgets were slashed
2004: National Institute on Drug Abuse (NIDA) concluded that the advertising of the ONDCP has had little impact on its primary target
Evaluate the creative strategy used by the Partnership for a Drug Free America in its advertising campaign, particularly with respect to the use of strong fear appeals
Approaches Used to Determine the
The Anti-Drug Ads
By:Susanna Bouse, James Garrett, Jihyun Lee, & Erika Szymanowski
The younger a person is when he/she begins using drugs, the more likely addiction will occur
The Partnership for a Drug Free America (PDFA) produced campaigns to make young people aware of the dangers of drug use
U.S. Congress approved The Media Campaign Act of 1998, which enabled the Office of National Drug Control Policy (ONDCP) to also create an anti-drug campaign
PDFA and ONDCP disagree over the type of advertising that should be used to discourage drug use as well the extent to which other forms of IMC should be used in the campaign
Discuss the market segmentation strategies used by the PDFA and ONDCP in the anti-drug campaigns. Which of these segmentation strategies would be most likely to be effective?
2002 Superbowl Commercials
by Ogilvy & Mather
Controversy of ad effectiveness
Argument of effectiveness
The Measures should be more:
Only non personal channels like Media Advertisements were used which increases the chance of "noise" and is very indirect.
-More Direct Marketing should be used in order measure more efficiently and reach to reach their target audience of young people more effectively.
Communication tools like direct marketing affects a measurable response in any place. (Ex. mail, internet, direct selling,catalog, interactive media etc.)
Direct marketing enables Selective Reach (young people), Personalization, Testing, costs, timing, and segmentation.
Using a variety of communication tools increases the brand awareness by using more than one channel to promote the brand.
There is an increased chance in reducing drug use when using communication tools that are more effective in Market Segmentation and to reach the target audience of young people.
Using only media advertising makes it very hard to measure effectiveness
Media Advertising and The Drug Free Ads
unclear, confusing, offensive, unlikeable, and deliver no connection.
The Use Of Communication Tools
Using social media & social perspective
Implementing unnecessary high levels of fear
Specific market segmentation proves useful