Effectiveness of the CDC Influenza Vaccination Advertising Campaign: Analysis of Advertising Techniques and Target Audiences
Overview
This paper evaluates the effectiveness of the CDC's influenza vaccination advertising campaign by analyzing its target audience and advertising techniques employed. The analysis identifies multiple persuasion strategies including bandwagon advertising, use of facts and statistics, promotional techniques, and patriotic appeals used to encourage widespread flu vaccination promotion.
What this essay covers
- Identification of target audience including elite members, business community, celebrities, and opinion leaders
- Analysis of advertising techniques: bandwagon approach, statistical evidence, promotional resources, and patriotic messaging
- Examination of campaign resources provided including posters, videos, and educational materials
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Evaluate the effectiveness of the advertising campaign: center for disease control advertisement campaign on vaccination of influenza flu
The advert targets the elite members of society. It targets the business community, celebrities, and opinion leaders too. It is the population that can help share the advert on their different media platforms to reach a wider audience. The introduction in the campaign asks the audience to spread the word and not the flu. It goes on to urge the audience to learn how their organizations can help to promote the vaccination of the flu ("Promote Influenza (Flu) Vaccination" 2018).
The advertisement has incorporated several advertising techniques. Bandwagon advertising technique is one of them. Here people or organizations are convinced to be part of an advertisement campaign. The advertisement for influenza flu vaccination asks different stakeholders to spread the word about flu vaccination across different platforms. Another advertising technique is the use of facts and statistics. Centre for disease control attached statistics of people who received the vaccine, infected, and the percentage of deaths ("MSG Management Study Guide").
The campaign also used a promotional technique. It involves giving free products to entice consumers. In the case of the influenza campaign, the center for disease control provided free campaign resources to the target audience. The supplies included posters, videos, and spotlight news, among other educational resources, to sensitize the public on the influenza disease.