PROTECTION: The shock of the new.

Money Marketing | October 8, 2009 | Copyright

Lee Jones considers the possible effects of a #5m consumer advertising campaign using scare tactics to make the public aware of protection products

Over the years, the British public have been scared into wearing seatbelt, scared into installing smoke detectors, scared into driving more slowly and scared into not drinking and driving. Gruesome ads portraying dead children along roadsides or crying mothers and fathers standing over gravesides have made sure crucial, life-saving messages are forced into every home but can the same tactics be adopted to bridge the ...

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