Advertising 410 Quiz 2

By: Ashley Starcevich

Strategy

• Convert feelings of betrayal into feelings of safety.

• Focus on the larger good of the group instead of the mistakes of a few on the force.

• Highlight a feeling of pride for “London’s Finest” instead of discontent for them.

Tactics

• Have police force become more involved in the community through different charity events.

• Have charity events, as well as other positive events be broadcasted on the news or written about it the news papers.

• Conduct a ceremony for all those who have fallen in the line of duty to show all that police officers sacrifice for the city.

• Create a small press release that will apologize for the negligence of the few officers shown in the movie but explaining that the force is not responsible for the actions of a small percentage.

Budget and Time

• Length of time: press release during the two weeks after video emerges. Charity events and positive press over the next remaining 11 months.

• Budget: $100,000 for salaries (11 months), press release fees and paid advertisements for charity events.

Evaluation

• Analyze the number of times news clips were written about positive community events.

• Analyze the percent difference positive verse negative events concerning the force were brought up on broadcasted news.

• Survey the percent of people that believe the police force have a positive verse negative impact on the community.

Source credibility

• Because people are not trustworthy of what is being said, I have to be able to show them factual evidence on the positive impacts the police force has on the community. I can do this by highlighting some heroic events that were done in the line of duty and a rough percentage of the positive verse negative documented events that happen in the force.

Flow of Opinion

• Use charity events to also get to this community. For example have a Spanish speaking cop read to a group of Hispanic children or do other non verbal events such as march in a heritage parade for those who cannot speak English.

Suggestion for Action

• Open up for a day a demonstration at the police station to show the public what a day in the life of a cop is actually like. Then give the opportunity to the public to voice their opinion on what needs to be changed through a city council later that day.

Cognitive Dissonance

• Use all of these publicity events to really reinstate that the whole force is not bad. By constantly reinforcing through selfless events, those with this pre-perceived idea will no longer have anything to support it.