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Essay / Research Paper Abstract
This 7 page paper presents a creative campaign to support a campaign to save water and change values of children to impact on their water using behavior as adults. The proposed campaign presents an outline for the use of television advertising, using a unique cartoon logo to appeal to children between the ages of 5 years and 13 years. The campaign is to be supplemented with the use of an interactive web site. The campaign and the theoretical support for this proposed campaign are discussed. The bibliography cites 14 sources.
Page Count:
7 pages (~225 words per page)
File: TS65_TEwatercam.doc
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Unformatted sample text from the term paper:
world countries where there are current water shortages and issues with contaminated water, but this is a global issue which requires all countries to do their part; this included not
only avoiding waste, but in the way water is used to avoid damaging the water supply. The campaign which is being proposed is aimed at encouraging responsibility use and
respect for water in developed countries, to support ongoing water security. This is important as the future of water security is likely to change, as the worlds population increased and
the weather patterns change (Grey and Sadoff, 2007; Gleick, 2000). The aim of the campaign is to change the way water is used and respected, this means that a
long term attitude is needed in order change behaviour patterns. The campaign will be aimed at children; it is known that children are susceptible to marketing messages, with the marketing
of brands and messages to children markets have long believed that early exposure can help to increase lifelong brand loyalty and impact on choices for a long period of time,
reaching into adulthood (Story and French, 2004; McNeal, 1999). By sending the message to children it is hoped that this will create a message that will be impact on the
values and help to create a new generation of more water conscious citizens. The image of the water droplet and its appeal will be a key point of differentiation in
the way it appears to create its own personality; branding can be an important element of differentiation (Mintzberg et al., 2008). This will also have the potential to impact on
the parents, who will be a secondary target audience for the message. Children will be impacted by the message, as well as exposure and the desire to set a good
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