Marketing

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Consumer Behaviour

Coursework Assignment:

Consumer Attitudes towards Drink-driving in the UK

Name: Marilena Savva
ID: @00182902

TABLE OF CONTENTS:

Introduction ………………………………………………………………….3
Theory of Reasoned Action………………………………………………….4
    ➢ Evaluation of Campaign “Personal Consequences” ………………………5
      ▪ Campaign communication………………..…………………………….. 5
      ▪ Attitudes towards drinking and driving..……………………………… 6
      ▪ Campaign awareness:…………………………………………………... 6
      ▪ Perceived acceptability of drinking and driving……………………….7
      ▪ Driving Status…………………………………………………………….7
      ▪ Other Facts………………………………………………………………..7
    ➢ Marketing as contributing Factor in reduction of alcohol………………...8
    ➢ Evaluation of Social Marketing Campaigns………………………………..9
    ➢ Comparison of Personal Consequences with Australian campaign……..10
Conclusion…………………………………………………………………...11
References…………………………………………………………………...12

Introduction:
In this report there will be an evaluation of the Department for Transport’s campaign called “Personal Consequences” which is related to drinking and driving. Moreover, there will be an examination of attitudes among young males in the UK towards drink driving. Drawing on several attitudes models and key concepts of attitude theory, there will be an evaluation of the effectiveness of the campaign. Furthermore, an examination and comparison of similar campaigns will be made in order to examine if they can make the difference and help in the reduction of social problems like drink driving. In addition, there will be a discussion about social marketing role and how useful can be those kinds of campaigns.
“Personal Consequences” is a campaign launched by the Departments for Transport and runs two main drink and driving related campaigns every year since 2000. The first campaign is in summer and the second at Christmas. Several media are used in order to increase the awareness of the personal consequences of...