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Marketing Campaign and Effectiveness of Advertising Activities - Essay Example

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This work "Marketing Campaign and Effectiveness of Advertising Activities" focuses on the Act FAST campaign, the stroke association, and Public Health England. The author outlines that the campaign was effective, the fact that it changed the behaviors and the attitudes of the public. It is clear about mass media campaigns and their effect…
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Marketing Campaign and Effectiveness of Advertising Activities
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Download file to see previous pages The partner organization, Public Health England is an executive organization operating under the directives of the UK’s Department of Health. The agency started its operations in April 2013, and its formation was caused by the reorganization of the NHS (National Health Service), following the directives of the Health and Social Care Act 2012.
In the UK, more than 152,000 stroke cases are reported annually, which translates to the reporting of more than a case for every five minutes (Townsend et al., 2012, pp. 57). There are more than 1.1 million stroke survivors living in the UK, and it is among the number one cause of disability among adults (Townsend et al., 2012, pp. 58); the incapacitation of stroke victims leaves them dependent on the community, family and friends, for everyday activities (Adamson, Beswick and Ebrahim, 2004). High blood pressure is one of the major contributors to the increasing incidences of stroke infections; it contributes about 50 percent of the stroke cases reported (Lawes, Vander Hoorn and Rodgers, 2008). One out of five stroke cases is of a fatal nature, and it contributes about 7 percent of the deaths of men and 10 percent of the deaths taking place among women (Townsend et al., 2012, pp. 72). As of 2010, stroke was a major cause of death in the UK, coming in at the fourth position, after cancer, coronary conditions, and respiratory illnesses (Townsend et al., 2012, pp. 21). More importantly, out of all stroke cases examined and treated using thrombolysis, 80 patients will live independently of others, which compelled the stroke association and Public Health England to launch the campaign for the interest of the public (Sandercock, 2012).
The campaign strategy refers to the methods used by the advertiser in convincing the target audience to act in accordance with the message of the campaign. In the case of “the Act FAST” campaign, the advertisers relied on the persuasion strategy in the media planning of the advertisement, by showcasing the impacts of stroke, which are adverse in nature (Dombrowski et al., 2013, pp 915). The impacts include loss of facial composure, control of limbs, and the deterioration of speech; the advertisers capitalize on the adverse effects of a stroke to catch the attention of viewers. After catching the attention of the viewers – noting that no one prefers to suffer from the adverse effects showcased – the advertisers left the responsibility of seeking medical advice to the viewer. The advertising campaign relied on the health belief model, which was developed during the 1990s, emphasizing that people react and participate in disease reduction programs, only when they expect the adverse effects of the disease (Melkote and Steeves, 2001, p. 132). ...Download file to see next pages Read More
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