Discuss the below:
Project:
Social related marketing campaign : Reducing air pollution in Los Angeles
1. For secondary research, use Google, Google Scholar, and the library databases, which are free: LexisNexis, Business Source Premier, and academic Search Premier. Go to Oviatt website, click on Databases on the left-hand side, and under the Browse by Database Name, click on the appropriate letter. Search within the database by word or phrase.
2. Once you have selected the campaign, do the research on it and then write a report addressing these specific points:
• What is/was the purpose behind this campaign, that is, why did the brand/company do it?
• Who is the target market for this campaign? Why was this target audience selected?
• What consumer attitudes/behaviors is the campaign trying to change? Why is there a need to change this attitude/behavior? What characteristics are typical of this attitude? What makes it challenging to change this attitude/behavior and why? Elaborate on your answer using existing research.
• How did the campaign address the attitude/behavior change component?
o Was it through the message? If yes, what is the message trying to do? How was it executed?
o Was it through the source? If yes, what was the rationale behind the source? How was it executed?
o What were the appeals used? What was that rationale for their effectiveness?
o How did the brand benefit from this campaign? Discuss the aftermath of the campaign. If there was any backlash or contradictions, discuss them in light of consumers' attitudes/behaviors.
3. Discuss the difference between attitude towards the ad and attitude towards the brand in the context of this campaign.
a. Was the campaign effective in changing attitude/behavior? Why or why not?
b. What are broader consumer behavior implications in terms of changing consumer attitudes or behaviors?
c. How would you re-design this campaign to make it more effective? Be critical and creative in your recommendations.