Educational videos have a broad market appeal. In this situation, educational videos have been developed to help fire fighters determine what hazardous materials they might encounter in the course of their work, and how to dispose of those materials or handle them during the course of fighting a fire. In addition, a companion book has been produced to help reinforce the information presented in the videos.
The company which is marketing this package is a new company which intends to market an entire series of public safety videos; the hazardous material package is the first in a series. The package will be marketed through a combination of direct mail, print advertisements and participation at industry conventions. The company is well-capitalized and can draw additional capital if necessary in order to complete its plans.
In addition to a well-developed promotional program, the company has also established monitoring and control devices by which it can measure the effectiveness of its promotional activities. In this way, the company will be able to focus on those activities which produce the most results and eliminate those activities which do not perform according to the company's internal standards.
Fire fighters are increasingly being called upon to handle hazardous materials (Bruegman, 1993, p. 67). In some cases, this handling comes about as companies or individuals find that they must dispose of such materials; in other cases, the fire fighters encounter such materials during the course of their duties. Hazardous material handling has gained increased attention as individuals and organizations recognize the potential health hazards of dealing with these compounds. As a result, some large fire departments have established their own Hazardous Materials groups. However, many agencies are not of sufficient size to justify this dedicated effort. These agencies must depend on their own personnel to handle most hazard...