Social Advertising Strategy to Reduce Speeding

Question: Discuss about the Social Advertising Strategy to Reduce Speeding. Answer: Introduction: Foolsspeed was one of the campaigns that are used for reducing speeding in and around Scotland (Lefebvre 2013). This campaign was used for promotional activities for informing the targeted customer base with the help of social marketing principles. This was one of the social advertising campaigns that incorporates major structured social marketing framework for bringing changes in the speeding attitudes present in the human beings (Burchell, Rettie and Patel 2013) Social advertising strategy was mainly developed for meeting the objectives of the campaign. Targeting and segmentation considers as the general driving population especially in Scotland whereby overall target group are men aged 24 to 44 years in social classes such as professional, white collar as well as clerical workers (Burchell, Rettie and Patel 2013). Branding means the Foolsspeed brand and identity for meeting the objectives. Product- The product discussed here is the campaign named as Foolsspeed. The main purpose of the campaign is reducing the speeding in Scotland (Lefebvre 2013). Price- In this particular campaign, the Mirror TV advert addressing temporal costs like saving time In addition, the Doppelganger TV advert focuses majorly on emotional costs like pleasure of driving fast (Burchell, Rettie and Patel 2013). Place- This means distribution of communication as well as educational materials with the help of channels such as urban roads, homes as well as Glasgow cinemas and business in and around Scotland (Lefebvre 2013). Promotion- This can be done by advertising six 10-second campaign launches by TV adverts as well as four TBP TV adverts. It involves outdoor media such as bus backs, vehicle decals, petrol pump advertising as well as parking ticket advertising (Burchell, Rettie and Patel 2013). In addition, PR involves adverts as well as articles featured in the Herald. Unpaid publicity means use of Foolsspeed used by Association of Chief Police Officers in Scotland. Reference List Burchell, K., Rettie, R. and Patel, K., 2013. Marketing social norms: social marketing and the social norm approach. Journal of Consumer Behaviour, 12(1), pp.1-9. Lefebvre, R.C., 2013. Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. John Wiley Sons.