Radical or mild Marketing.doc

 PAGE \* MERGEFORMAT 18 Radical or mild Marketing The British Government in the latest anti-smoking and anti-obesity ad with a “shock” tactics, this approach has aroused public hot: this “shock” is more effective than the “fine tuning”? Annual January is a “new beginning”, people will make some changes in order to make their lives better this time various agencies and brands will be carried out for the consumer advertising campaign, for example, promote summer travel plans or criticized the unhealthy diet plan. However, this year the British government publicity campaign striking is worth mentioning that the British Government’s anti-smoking ads in the ad, a cigarette grow above a tumors - such direct, intense anti-smoking publicity unconventional. Well, this “shock” tactics that the British government no longer using mild advertising techniques, is a sign of publicity transformation of the mode of it? 2010, the British administration, and to show people that he is the theory of “fine tuning” ( Nudge Theory believers: mild “boost” to allow people to change their behavior, generally set the target for a long-term direction. “fine tuning” approach than just telling people what should be done more effectively dissatisfied with the UK Government’s new anti-smoking ads Opponents complain that the new ad has betrayed the principles of publicity before the government began preaching, direct interference personal lifestyle. The anti-tobacco advertising since the end of December last year, begin after viral within two weeks, the click-through rate of more than 2 million times on YouTube, the Department of Health (Department of Health’s most popular video on YouTube. video controversial Advertising Standards Authority (Advertising Standards Authority has received dozens of complaints and the ad said that the advertising broadcast disturbing images of this regulatory authorities may carry out investigations. While the government insists that this hard-line approa