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Road safety advertising

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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

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Road safety advertising

  1. 1. Ali Zayerzadeh M.Sc in Transportation, Road Safety Specialist Road Safety Pioneers alizayerzadeh@yahoo.com Road Safety Advertising
  2. 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. 3. Call Now! +91987654321 Always the Best!
  4. 4. Advertising • Advertising is centuries old. • Advertisers spend in excess of $400 billion each year
  5. 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. 6. Provide Product & Brand Information Provide Incentives To Take Action Provide Reminders and Reinforcement Advertising Functions Functions of Advertising
  7. 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. 8. The Five Ms of Advertising Mission Money Message Media Measurement
  9. 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.
  10. 10. 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.
  11. 11.  Magazines  Advantages  Production quality  Wider scope  Longer life  Disadvantages  Long lead time  High production costs
  12. 12.  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
  13. 13.  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.
  14. 14. 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.
  15. 15. Important Question: Most Used = Most effective?
  16. 16. 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
  17. 17. 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
  18. 18. TIMING STRATEGY 1. CONTINUOUS (Steady, regular pattern) 2. FLIGHTING (During certain periods ONLY) 3. PULSING (Bursts of advertising)
  19. 19. Wearout
  20. 20. 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
  21. 21. Do Belief Action Feel Liking Preference Think Awareness Knowledge
  22. 22. Campaigns and Awareness-Raising Strategies in Traffic Safety (CAST)
  23. 23. Typical Elements of a campaign • Pre-campaign research • Production of materials • Organization of activities • Monitoring • Evaluation
  24. 24. Campaigns Effects on Accidents Education Engineering Enforcement Empowerment Encouragement Engagement
  25. 25. 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’
  26. 26. 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
  27. 27. 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”
  28. 28. 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.
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. Cooperation and Commitment is the KEY! Thank you! alizayerzadeh@yahoo.com

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

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