2. What conclusions, if any, can we draw from the results?

There are numerous conclusions we can deduce from the campaign results. For one, teenagers are not influenced by celebrity endorsements as believed. This runs contrary to what the general public accepts as truth in regards to celebrity endorsement and its influence on teenage behavior. Both ads involving the celebrity did not fair as well as the ads with more real life implications. I believe an appropriate corollary then would be that teenagers are in fact immune to the ostentatious lifestyles of celebrities. Teenagers do not succumb to their banal attempts to impact their decisions in personal matters. In fact, it is this delusion of grandeur on the part of celebrities that causes the message to not seem genuine in the minds of teenagers. Equally as impressive, is the data concerning pragmatic and simple scenarios. Teenager resonate with adds the cause them to lament over certain situations. These situations are often personal and touching. They involve friends, family members, and other peers. The evidence is clear that in order to have an effective message, the message must be personal.

3. Exactly what do you recommend for the de-marketing communications...

In this instance, it will be used to influence the prevalence of drug use among teenagers. First, I would recommend having a uniform message no matter what the ad itself is. This target message should never vary. The medium or ad used to deliver this message however will vary depending on the target demographic. More analysis needs to be conduced as the overall effectiveness of the campaign models chosen. As mentioned earlier the sample size is too small, and the composition of that sample size is unknown. I would recommend conducting similar experiment's within different locations with a different demographic set each time. The data garnered from these experiments will be more conclusive as to the effectiveness of the ads. Further, I would want to know how the campaign designers intend to implement the ads overall. Here is where the four P's of product; price, promotion, and place come into effect. Currently, the promotion and product components are clear. What are uncertain are the place and the how much this will cost to implement. This aspects should be ironed out prior to the actually presentation of results to the mayor.