Consumer Behavior for Education and Awareness- myassignmenthelp

Question: Discuss about theConsumer Behavior for Education and AwarenessCampaigns. Answer: Types of Learning used in Education and Awareness Campaigns Logo mentioning Beware of Rhino with an image of a rhino on a skateboard has been used as a part of the education and awareness campaign for alerting the pedestrians of accidents caused due to distracted wandering of the pedestrians across the tram tracks. Such education and awareness campaign targets the younger adults in opting for an approach that in addition to promoting awareness also help in shaping the behavioral choices. The approach undertaken has humorous connotation and is far away from the traditional authoritarian messaging (McCarthy 2016). Thus, portrayal of rhino on a skateboard zooming down the street and leaving the pedestrians fleeing promotes awareness of safety through the usage of humor. This approach also tries to gain credibility by moving away from the dictating norms of behavior. Important of Message Involvement for Target Audience Messages are important since they try to guide the target audience. The tone of the message creates the necessary impact for the target audience. The campaign of ATT, Communications Company of USA aims at the younger drivers for preventing them from the dangers of texting and driving by putting across a message like You drive, you text, you die that remained more in tune with the target audience (Davis et al. 2013). Thus, messages put across must focus on the causes instead of the consequences. Similar approach followed by the campaign undertaken by the Fire and Rescue Service of Northern Ireland. The message put across was Were the Target, Youre the Victim with an aim in reducing the number of firefighter assault by the young people. The campaigns however tried to put across a message through community members including the perpetrators. Then there was the Recycle Me campaign that avoided the traditional approach in urging the young people for considering donating organs. Effective Approach of Education and Awareness Campaign for the Older Adults The effective approach for the education and the awareness campaign for the older adults must also avoid an authoritarian approach and focus more on the consequences instead of the cause (Sutherland et.al 2013). This is because; although older adults are matured individuals but an appealing poster with a more humorous approach always creates a greater appeal with an urge to follow it. The campaign must also focus more on increasing the knowledge and awareness of older adults. Two Areas of Social Marketing that Effectively Used the Approach The two areas of social marketing that can effectively use the approach include website and social media platforms. Campaigns undertaken through website helps in increasing awarenees amongst a greater number of people since nowadays people have become increasingly tech savvy (Ashley and Tuten 2015). In other words, campaigns portrayed through website involves greater audience engagement. Social media platforms like Facebook, Twitter, Instagram and Snapchat are popular platforms that appeals people in a greater mannner. Campaigns undertaken through these platforms not only become popular but also become the voices of the millions. References: Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology Marketing,32(1), pp.15-27. Davis, K.C., Nonnemaker, J., Duke, J. and Farrelly, M.C., 2013. Perceived effectiveness of cessation advertisements: the importance of audience reactions and practical implications for media campaign planning.Health Communication,28(5), pp.461-472. McCarthy, B., 2016. Consumer Behaviour and PR. Sutherland, J., Edwards, P., Shankar, B., Dangour, A. D. (2013). Fewer adults add salt at the table after initiation of a national salt campaign in the UK: a repeated cross-sectional analysis.British Journal of Nutrition,110(3), 552-558