Boston Fights Drugs Case Study

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Kyle Broderick November 21, 2014 MKTG 390 Boston Fights Drugs Case Study A 1) The team’s model separates the public into four groups. These groups consist of nonusers, experimental users, regular users, and drug dependent individuals. These groups are based on drug awareness and abuse. The nonusers have little exposure to drugs. Experimental users were people who had an opportunity to try illicit drugs and they were familiar with their names, but they didn’t actively seek the drugs out, nor use them routinely. Regular users were ones that actively sought out and used drugs at predicted intervals. Drug dependent individuals had their lives revolved around the pursuit and consumption of one or several drug products. The team believed…show more content…
The team tried to make the situations realistic and relatable. They based their advertisements off of their findings from their focus groups. For example they stayed away from using celebrities in most of their ads because they were perceived to be less credible than ordinary boys of girls. 2) The dependent measures in this study were the reactions of the respondents after being shown the advertisements. The researchers specifically wanted to know how realistic the ad was perceived to be, how much the respondents liked the ad, how likely respondents thought that it would help people avoid drugs, how likely they thought it would help people get off drugs, and if it made an impression. These five variables made up the criteria for the dependent measures in their study. 3) The team decided to pretest their advertising concepts on new groups of students from community schools. The prevention concept was shown to five groups of 10 to 18 year old kids. In total these groups added up to 25 kids. The curtailment concept was shown to three groups of 10 to 18 year old kids. In total these groups added up to 23 kids. The researchers used the same neighborhoods as they did with the focus groups to choose their test subjects, but they did not choose the same kids as before. 4) The researchers used two existing antidrug commercials to compare with their four commercials. They tested the prevention strategy separate from the
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