牛津高中英语模块四-Page95--real-winner

ArealwinnerAdvertisingcampaignsmakeupamajorpartofanorganization’sexpenses.Notalladvertisingisforincreasingthemoneyacompanyearns;theaimofsomeadvertisingcampaignsistomakepeoplemoreawareoftheirgeneralhealth.Whatevertheaimoftheadvertisingcampaign,itneedstoresultinvalueformoney.Gettingthehelpofanadvertisingagencyisagoodwaytomakesurethatmoneyiswellspent.Takeforexamplethefollowingadvertisingcampaign,whichturnedouttobearealwinnerforeveryone.Diabetesisadiseasethatcankillpeople.Millionsofpeoplearoundtheworldhavediabetes.Unfortunately,manyofthesepeoplelivewithoutevenknowingthattheyhaveit.TheDiabetesAssociationaskedoneadvertisingagencytoinformthepublicaboutthedangersofnotgettingtreatmentfordiabetesandtoencouragethemtotakeadvantageofafreediabetescheckprogramme.Theagencyputtogetheracampaign,showingterriblepicturesandfactsaboutthediseaseinordertogetpeopletothinkabouttheirhealthinamoreseriousway.Theagencydecidedthat,bygettingpeople’sattentionthroughshockingthem,themessagesinthecampaignwouldnotbeignored.ThecampaignusedTV,postersandradiotoshowthedangersofdiabetes.Forexample,peoplewhodonotreceivetreatmentfordiabetescangoblindandsufferfrommanyseriousdiseases.Asaresultofthecampaign,theDiabetesAssociationreportedahugeincreaseinthenumberofphonecallsitreceived,whichledtotheresultstheywerehopingfor:morerequestsforfreediabeteschecks.Asanaddedbonus,thecampaignalsowontheadvertisingagencyanadvertisingaward.Theadvertisingagencychosetogivepeoplethetruthaboutdiabetes.Theirmessagewascoldanddirect,butgottherightresults.Peoplewereencouragedtodosomethingabouttheirhealthandbookafreehealthcheck.Thiscampaignshowswhatgoodadvertisingisallabout-results.