In this presentation, Ali Zayerzadeh, road safety expert from Road Safety Pioneers NGO talks about the elements of effective road safety advertising such as strategy, choosing the right media to convey the message and some examples from successful ads

1. Ali Zayerzadeh
M.Sc in Transportation, Road Safety Specialist
Road Safety Pioneers
alizayerzadeh@yahoo.com
Road Safety Advertising

2. What is Advertising?
Advertising is a form of
marketing
communication that
employs a message to
promote or sell a
product, service or idea

3. Call Now!
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4. Advertising
• Advertising is centuries old.
• Advertisers spend in excess of $400 billion each year

5. Interactive
Advertising
Public Service
Advertising
Institutional
Advertising
Business-to-
Business
Advertising
Ad
Brand
Advertising
Retail or Local
Advertising
Political
Advertising
Direct-Response
Advertising
Directory
Advertising
Types of Advertising

6. Provide Product &
Brand Information
Provide Incentives
To Take Action
Provide
Reminders and
Reinforcement
Advertising
Functions
Functions of Advertising

7. Roles of Advertising
Marketing Role
Communication Role
Economic Role
•Marketing is the process a business
uses to satisfy consumer needs and
wants through goods and services.
Societal Role
•Advertising is a form of mass
communication.
•Two main views about advertising,
either the market power model or the
economics of information theory.
•Informs us about new and
improved products, teaches us how
to use these innovations, etc.

8. The Five Ms of Advertising
Mission
Money
Message Media
Measurement

9. Developing an Advertising Plan
Developing
themes
Setting
objectives
Evaluating
success/
failure
Considering
cooperative
efforts
Timing
ads
Creating
ads
Selecting
media
Assigning
respon-
sibility
Feedback
1.
Establishing
a budget
4.
5.
6.
7.8.
9.
2.
3.

12. Print Advertising
 Print Advertising
 Newspapers, magazines, and directories.
 Newspapers
 Advantages
 High readership
 Flexibility
 Low advertising rates
 Disadvantages
 Cluttered with ads, be surrounded by the ads of
competitors or placed next to and undesirable
advertisement.
 Production quality is poor.
 Less visually exciting than magazines.

13.  Magazines
 Advantages
 Production quality
 Wider scope
 Longer life
 Disadvantages
 Long lead time
 High production costs

14.  Radio
 Advantages
 Low costs
 Flexibility
 Effectiveness
 Disadvantages
 Do not transmit visual images
 Confuse your ad with other ads.
 Several different stations
 Effective Adverting
 Only one idea to keep his or her interest.
 Catchy slogan or jingle

15.  Television
 Highest Reach
 There is the high cost of airtime and production.
 It is also impossible to accurately target your audience
 There is no guarantee that the message will reach your
audience.
 Local stations, networks, super-stations, cable, and so
on.
 Determine audience demographics and develop ads
that will be watched.
 Visual and tone.

16. Outdoor Advertising
 Signs
 Well-designed sign can enhance name recognition.
 Signs: a painted board, three-dimensional, free-
standing sign
 Signs must reflect the atmosphere
 Billboards
 At strategic locations on well-traveled streets and
highways.
 You can not use extensive copy for your message.
 Eye-catching billboards are most effective.
 Cutouts, Inflatables, or Other design elements.

20. Important Question:
Most Used = Most effective?

23. Factors affecting media selections
• Nature of target group (Age, education, Number)
• Objectives
• Nature of message
• Budget and Cost
• Media used by users
• Media availability
• Media reach and coverage
• Media frequency

24. ADVERTISING REACH & FREQUENCY
REACH: Number of PEOPLE THAT ARE EXPOSED to
your message
FREQUENCY :Number of times you expose each
person to your message
Reach WITHOUT Frequency =
Wasted Money

25. TIMING STRATEGY
1. CONTINUOUS (Steady, regular pattern)
2. FLIGHTING (During certain periods ONLY)
3. PULSING (Bursts of advertising)

27. Wearout

29. Road Safety Advertising vs
Commercial Advertising
With Road Safety Advertising…With Commercial Advertising…
People like to avoid the subject and opt outPeople are interested and want to buy in the
category
The focus needs to raise the risks and
consequences
The aim is to focus on the positives
The message is the brand (e.g. “Slow Down)You’re usually selling a brand
It is important to use reality to make people
pay attention, see themselves
in the advertising message and mitigate their
urge to opt out from it
Exaggeration is used to entertain and
motivate
Awareness is not enough to have an effect on
road safety – you need to work at a level that
motivates behavior change
The goal is to raise awareness and attract
interest to buy the new product or buy A
instead of B

33. Do
Belief Action
Feel
Liking Preference
Think
Awareness Knowledge

38. Campaigns and Awareness-Raising
Strategies in Traffic Safety (CAST)

39. Typical Elements of a campaign
• Pre-campaign research
• Production of materials
• Organization of activities
• Monitoring
• Evaluation

40. Campaigns Effects on Accidents
Education
Engineering
Enforcement
Empowerment
Encouragement
Engagement

42. Recommendations
• Be very specific about what you want people to
do
– messages such as ‘drive safely’ or ‘be careful’ are
meaningless.
– Most people already believe their driving to be good
and safe, even if they’re exceeding the speed limits or
not wearing a helmet or safety belt.
– The message needs to be clear and unambiguous
such as ‘Slow down’ or “Always wear a helmet’

45. Recommendations
• Base campaigns around a core motivator of
behavior change
– This could be risk of death or serious injury to the
driver or others (their family, innocent children etc).
– It could be to amplify the perceptions of enforcement
and consequences of getting caught, or, garnering
social pressure from others against their current road
user behavior

46. Recommendations
• Avoid opt-out
– Road safety is a product that most people don’t want
to buy.
– They will commonly look for opportunities to dismiss
the safety message and reinforce their current
behavior because they believe that “they are good
drivers”.
– Common issues with this are that they don’t identify
with the driver in the advertisement.
– They may say “I’m younger” or “I could have
stopped” or “I’m more experienced” or “That would
never happen to me”

48. Recommendations
• Be realistic
– The use of statistics and unreal situations, seldom
works.
– People need to see people like themselves, their own
driving behavior and the negative consequences they
could have.

50. Recommendations
• Focus on the risky behavior that is measurable
and enforceable
– An approach of targeting the biggest risks is critical.
– The road safety issues, the people, the regions of
your country where you can make the biggest gains
for your money

52. Recommendations
• Coverage, frequency and time-sufficient media
exposure is very important
– High coverage levels are required if you are to
influence a high proportion of the population and
repeating the message is important.
– Long-term campaigns are required to prompt the
audience to adopt the correct behavior every time
they’re on the road until it becomes habitual.
– Consumers’ recall of one-off weekly or monthly
campaigns soon disappears

53. Recommendations
• Surprise and surround the audience with the
road safety Message
– It is important to stand out from other advertising
and be remembered, including at what we call
“moments of truth” such as when they’re on the
road driving, or when they’re drinking alcohol

54. Cooperation
and
Commitment
is the KEY!
Thank you!
alizayerzadeh@yahoo.com