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New research cites effectiveness of meth ads

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A recent university study about the effectiveness of advertisements analyzed the effectiveness of the Meth Project campaign.

Arizona State University researchers compared ads that were emotionally neutral, used fear, and used fear and also an element of disgust.

The study results were published in the Journal of Marketing Research and found that ads that rely on fear alone did not cause a change in attitude or behavior toward drug use, while ads that added an element of disgust caused distancing behaviors.

Montana Meth Project Executive Director, Amy Rue says the study's findings are consistent with feedback they've received from teens.

Rue said, "That's really been the cornerstone of this campaign.  We spend a lot of time with teens so that we'd understand what approach would have the greatest impact on them and we used consumer marketing techniques to basically 'unsell' meth."

To learn more about the Montana Meth Project, click here.


Story by Kaelyn Kelly, Beartooth NBC.
Copyright ©2012 Beartooth Communications Company. All Rights Reserved.

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Tagged as:

Meth Project, Arizona State University, Amy Rue

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