Mass media advertising is an important component of the drink-driving countermeasure program in New South Wales. Campaign objectives and target groups are based on analysis of crash statistics and market research on drivers. Advertising research includes pre-testing of draft material, using group discussion to ensure that the intended messages are being communicated and that the objectives of the advertising are being met. A semi-quantitative research method incorporating individual interview has also been used on completed advertisements to assess communicative effectiveness of the final product. Subjects for the research are selected from the target group for the campaign, using a screening questionnaire developed from survey research. A range of drink-driving themes has been addressed in advertising, including graphic depictions of crashes and consequences. Research results are discussed in terms of the relevance of different themes to different target groups; and the positive and negative aspects of different styles of presentation. (A)
Abstract