As part of its initiative to encourage a shift from petrol and diesel to electric powered vehicles, the UK government is proposing to undertake an advertising campaign with the following aims:
1) Persuade the public that EVs are a safe purchase and that an appropriate infrastructure is being built to accommodate them;
2) Incentivise other actors to make early investments in the assets and skills that will help to make the transition to EVs as smooth as possible.
a. Propose the outline of an advertising campaign directed at one of the two
audiences identified above based on existing secondary research. What
should the campaign messages be?
b. How should the UK government measure the effectiveness of their advertising
campaign?
