Research Paper on:
CREATIVE BRIEF: AD CAMPAIGN AGAINST DRUG USAGE

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of the corporate world even as it applies to other venues. Acknowledging the basic budgetary restraints, target audience and demographics, is only one half of the equation. Basic human psychology  is the other, often overlooked partner. The student will want to mention that in this proposal the overall mission is to inform and educate teens in a way that satisfies  their curiosity, dispels common misconceptions and myths and ultimately gives them the necessary tools to just say no. BUDGET Given that this project is governmentally sponsored, there is no  ceiling on the spending allowed for this campaign. Narrowing the campaign to focus on print and press public service announcements means that the advertising firm will need to necessarily study  what types of print and press the target audience consumes. TARGET AUDIENCE The target audience has been determined to be young people from the age of sixteen to twenty-five. The  National Drug Survey has stated that this is the largest segment of the population who, when polled, showed that nearly sixty percent of them had experimented with drugs. Among this  demographic drug experimentation is common, the student will want to state, and in some groups is considered a right of passage. This is a difficult age group to reach,  but they are not unreachable if the firm does their homework. Sixteen to twenty-five year olds will not respond, research has shown, to lecturing. In effect, this demographic expects all  messages about drugs to be anti-drug and as such are already primed and conditioned to reject anything they have to say. Few of them will know anybody who has really  suffered from taking drugs or have experience with recreational drug taking. However, at the same time, most who fall within this target age range do not want to appear uneducated