NCJ Number
16531
Journal
LAW ENFORCEMENT COMMUNICATIONS Volume: 1 Issue: 1 Dated: (JUNE 1974) Pages: 24
Date Published
1974
Length
1 page
Annotation
PRESENTS THE ESSENTIALS OF AN AD PROGRAM JUDGED EFFECTIVE IN REDUCING SHOPLIFTING RATES IN PHILADELPHIA DEPARTMENT STORES AN AVERAGE OF APPROXIMATELY 20 PERCENT.
Abstract
RADIO AND TV SPOTS, NEWSPAPER AND MAGAZINE ADVERTISEMENTS AND BROCHURES AND PAMPHLETS ARE EMPLOYED AS THE MEDIA FOR COMBATING SHOPLIFTING. THE TARGET AUDIENCE IS THE GROUP MOST ACTIVE IN SHOPLIFTING, YOUNG PEOPLE FROM 12 TO 19. FOUR CENTRAL THEMES ARE EMPLOYED - SCARE AND SHAME, YOU'LL GET CAUGHT, RESIST PEER PRESSURE, AND IT'S JUST NOT WORTH IT.