s Advertising Portfolio

Jonathan Cattron
Majoring in Visual Communication
Musician, Songwriter, Artist
Jonathan Cattron also goes by the name
of "Hopper," and signs most of his work
with a dash and the letter H. This was a
nickname that older students gave him in
elementary school.

Portfolio Assignment 1
Factors & eects of advertising, pg. 10
Find a print ad that exemplies two or three of
the factors. Thoroughly describe how the ad
is a good example of these factors.
I found two advertisements from Geico with
the same factors being used. There was also
one with apple slices--see below--instead of
cookies (but cookies are way better).
First, this advertisement uses the idea of
self-interest. It's very clear that they are showing how Geico can get you more for the same
price, or at least a low one, saving the customer money. They call it "the smart choice," and
in both advertisements, they emphasize the
idea of lacking in all other customers that
don't use Geico. The clear statement of
this--through both visual and written portions
of the ad--seems to be a common theme and
could be considered a part of their branding.

The second factor in this advertisement would

be complete information. Although the advertisement does not give any direct quotes to
the insurance and prices (since they vary), they
place directly in the middle of the page things
like, "You could enjoy satisfying professional
service, 24/7, from a company... since 1936...
2nd largest private passenger auto insurer in
the nation." After the information, they give a
call to action that will lead the customer to get
their own quote and prices, and nally, how to
reach them.
(Entrepreneur, May 2016)
(Runner's World, May 2016)

Portfolio Assignment 2
Find a print ad that satises one of the following
criteria. Describe the ad and answer the appropriate question:
Tries to manipulate you into buying something
you didnt previously want or need. How is it
doing that? Were you eectively manipulated?

The text in this ad asks the question, "You might

not need it. But Can you live without it?" This is a
good question to spark the viewer into asking
himself if he should buy or not. It is denitely
not needed, and it's almost a casual question,
but it still causes the viewer to start thinking. It
is a very nice car, and I, personally, was not
eectively manipulated, but I have to wonder if
there would be any dierence if money was not
an issue. If they had put more emphasis on a
few other things like if it were a great price for
the car, I'm sure this would make it more eective, but the only appeal that this ad gives is to
the emotions of the viewer. If someone were to
buy cars to enjoy them on the road and the thrill
of driving them, this would be an eective ad. I
feel, though, that there was a lack of information that did not allow me to be hooked by
anything other than the picture and the idea of
driving a nice car.
However, the advertising is getting the word
out there about the Mazda, so over time, the
viewer may be more eected because in the
viewer/consumer's mind, the car's brand and
model would create value.

Portfolio Assignment 4
Market segmentation:
Find an advertisement that seems to be directed
toward a specic target market. Thoroughly
describe what you perceive to be the targeted
market segment. Dene it using behavioristic,
demographic, psychographic, and geographic
variables.
This advertisement seems to be directed toward
the younger but middle-aged men who own
their own businesses involved in creating things.
They are the industrial side of creation, such as
construction, or even cabinetry. The reason this
ad appeals to owners of a business like this is
especially because of the benets of 2% cash
back on purchases. This type of business would
continually need materials and tools and
replacement parts for tools, so one of the
behaviors of the target market is buying or
replacing old materials, tools, or parts. One of
the biggest variables would be the income of
the customers. This would impact the need to
return and use the card for this specic purpose,
and the customer would be less aected by this
advertisement, but still could use the card.
The copywriters were able to appeal to the
psychographic segmentation because they
sparked emotions. Specically the text right
next to the focal point (the man's head), it says
"Guts. Fire. Passion." The viewer would likely
nd some sort of inspiration to continue in his
passion and hobby of woodworking, etc. and
seek ways to continue to support himself
through his business while either expressing
himself or achieving something. The cultural
aspect was also involved since it is important
here to continue to make a splash and not give
up on your goals.

With demographic segmentations, it

appeals to males, middle aged, possibly
college or 2 year grads, business owners,
with average to above average
income--or at least willing to make a few
sacrices for their passion.
Behavioristically, a consumer of this
product would be inuenced by the
symbolism of a hard working man who is
willing to follow his dreams.
Geographically, the target audience
would likely be anywhere other than the
city, where most shops or construction
places are less seen in the city, especially
owners of their own personal businesses.
Possibly rural areas where both city and
town life are present within reasonable
distance of each other.
The biggest and most obvious appeal
would be to the emotions, or the psychographic side.

Portfolio Assignment 5
Portfolio Assignment 5 Due: 05.05 Consumer
and advertising motives, Chapter 5
Find two print or Web ads, one that addresses
consumers negatively originated motives and
one that addresses positively originated
motives. Thoroughly discuss the benet
oered by the product or service that
addresses the motive. Do you believe each ad
could possibly have been more eective if it
had taken the opposite approach?
The rst advertisement was taken from a
Good Housekeeping magazine in May of 2016.
The attachment is of Golf digest of May 2016.
This deoderant advertisement says how it is
applied to the skin without any residue, and at
the bottom says this again by calling it invisible protection. It does a good job at saying
why you might prefer this product over
certain other products because some do leave
white residue which can actually stain your
clothing over time, which can be embarrassing if someone sees it in the right light.
If this advertisement had taken the route of
appealing to positively originated motives, I
feel that it would not have been as eective.
Armpit stains can be embarrassing, and simply
not having armpit stains isn't something that
people pay attention to because it is the
expected and accepted situation in society.
The idea of the opposite could make for an
interesting or humorous advertisement,
though, but that might be dicult to show in
print in a way that would make this product
stick out and still keep the type of appeal and
feel that it has. It seems to be directed to a
more reserved and peaceful audience (purple
and green hint at softer and more calm
feelings).

The second advertisement is clearly appealing to the positively originated motives

because it says that it is the best of its line of
product, and that the consumer should use it
for that reason. In a sense, they are trying to
appeal to the consumer's pride and social
approval or praise from others by getting this
car. Since this is the 'top-of-the-line,' famous
Mercedes, this is what they want the focus to
be. They even put the specs on the car in
better detail so that the consumer could
understand that it's not just a pretty car, but
also a good one as far as performance goes.
Any car like that is never really necessary, so
it wouldn't make sense to try to get someone
to buy it to avoid certain problems because
they can be avoided with much cheaper
alternatives, but they don't want the
consumer to think about them, and simply
appealing to people who need a car would, in
a way, cut the target audience in half because
the ones who would consider buying this car
over a cheaper car are likely the ones who
have the money to buy this car whether they
need it or not.

Portfolio Assignment 6
Portfolio Assignment 6 Due: 05.10 Surveys and
research
Select one of your favorite brands in a specic
category. Then write a questionnaire with
about 10 questions with the goal of determining how people make brand decisions in that
category. Survey 10 people you have never
met before and tabulate the results. Prepare
an analysis of the survey and explaining how
people select the brand they are going to buy.
______________________________________________
Name___________________________

Do you own a cell phone? Yes___ No___

If so, what brand? _____________________
What carrier? Sprint, Verizon, other_____
Is it a: Flip phone, Smart phone, Something else_____
Within the last year, have you purchased a phone?
Used___ New___
Was there or is there a brand that you prefer? _______
In a phone, what are the top 3 things you look for?
1.
2.
3.

What would be a deal breaker when picking a phone?

Please write your price range: (min/max) _____
Please rank in order from least to most importance:
____Size of the screen
____Color and appearance?
____Price range
____Touch screen
____Music Capability
____Camera

______________________________________________

I put into practice a few things from our

textbooks about writing the survey. I hoped
to help the reader feel at ease with the easy
rst and second question. Toward the end,
the more thinking questions came in, with
some slightly easier questions.

Observations: I found it interesting that

people were so willing to pay upwards of
$200 for a phone. And those that bought
phones recently had bought them used.

Samsung was the most popular brand of

phone. It would be interesting to see what
Samsung advertises as their benets and why
people buy them.
Cameras were the most important item of
the six on the list. Touch screens and colorstyle were second and third.
(1 = least important):
TOTALS from surveyed students
Size:
3.2.5.5.5.3
555332 = 23+3* = 26
Color:
2.5.6.6.4.2
665422 = 25+3 = 28
Price:
1.1.4.1.4.1
441111 = 12+4 = 16
Touch: 4.4.3.4.3.6
644433 = 24+4 = 28
Music: 6.3.2.3.1.5
653321 = 20+3 = 23
Camera: 5.6.1.2.6.5
665521 = 25+4 = 29
*One surveyed student simply marked what 3 were
important and what three were less important. They
are counted as middle votes and only aect the scores
by 1, in relation to the other scores

These are the scores of the 6 categories after surveying some non-students: 39.37.30.35.30.38
One dramatic dierence was price that the customer is
willing to pay. Whereas College students are more
likely to focus on the deal or cheaper product, and the
average price range was $200 max, most of those not
studying at BYU-I were willing to pay up to $800.

I also learned the importance of reading and

re reading your surveys with others. Some
people really understood certain concepts of
my wording dierently, and they caused
miscommunications. I also realized that a
number rating system can be skewed incorrectly because the customer has to try to
understand which is the number showing
preference, and which one isnt. They also
have dierent perspectives to help them
interpret and form their opinions.

Portfolio Assignment 7
Create an advertising plan.
Refer to the textbook (Ch. 7) and the examples in our I-Learn class.

Advertising Plan
I. Situation Analysis
Arcane is a new music streaming app for non-mainstream music. It is for
artists who are interested in sharing their original music, but not having to
compete with famous artists. In this way, they will be able to be found because
Arcane will have their music and their profile on their app, and other artists can
be found as well, because they are all in the same location.
II. Advertising Objectives
Our first objective is to get the attention of musicians with original
music in BYUI so that the awareness can grow. We want people to at least
understand that there are opportunities to be heard and to gain a greater
audience so that they can believe in the value of this service. We will do this
through Facebook, Surveys, and Advertisements in the BYUI newspaper. After,
these students will return to their hometowns and hopefully the app will grow
from this branching out of awareness. Our main focus and feel of advertisements will be inspiration. We want them to believe that they can share their
message and that it will have a chance to be heard. In order to do this, we will
hold various contests, interviews, and other small events on a consistent basis
so that people can also see how Arcane will be branching out and cover many
aspects of the music world. We want people to know that Arcane isnt just an
app; its a communitywhere musicians can grow and gain experience.
III. Advertising Strategy
In our advertisements, consistency will also be key. Arcane has a logo
that was chosen after several revisions and surveys from students on campus.
This logo will be wherever we can put it. The colors are a grey and red, and this
will be a common scheme for people to begin to make associations with Arcane
music. We will do video interviews with the artist playing one of their songs at
the end. These videos will be featured on the Facebook page and will be accessible in the future on the app. It would be important to continue to attend
events where musicians will be performing and given opportunities to show
their work. We will continue to contact them and introduce
them to Arcane, and ask if they would be interested in submitting their work for the app.

5/17/2016

Portfolio Assignment 8
Big Idea and Boom Factor
Find an ad that you believe has a big idea and
describe the idea. Is there a boom factor?
Describe what you believe the creative strategy might have been.
Before Your Back Attacks You is the phrase
printed on the red page below the back that
looks like a snake ready to attack. The big idea
is that you associate their service as a help for
back pains or injuries and that they come
suddenly and you cant plan for them. When it
happens, you might be helpless without some
kind of service, so they want to take care of it
before it happens.
The creative strategy was to make the connection between two unrelated ideas: Snakes and
Back injuries. They put their logo small and out
of the way so that the focus would be mostly
on the non-verbal message and thereby
encourage the viewer to feel the need for this
service. It has what seems to be the location
and also the name of the company, but it is
even smaller than the punchline. It has a
hierarchy that, as stated earlier, focuses on the
graphics and non-verbal message. I feel that it
was eective in achieving their goal because
of the call to action that would be from their
own needs and concerns to take care of their
bodies.

Portfolio Assignment 9
Ad layout Critique
Critique a print ad from a popular campaign.
Use the criteria in the My Ad Campaign
section on pg. 231. Identify the balance used in
the ad, including the optical center. Explain
the art directors use of movement, proportion, white space, contrast, clarity, unity and
continuity.

The main focus, of course, is the keyboard

created by the organization of the M&Ms. The
rst letter of candy looked at is the orange F,
which is in the optical center of the page. It is
not an exact balance, but very close, so it
could be argued as perfect balance, but there
is the exact same amount of candies for each
color, so its also informal balance. The text is
also centered and maintaining the balance of
design. The hierarchy of the design puts the
focus on the candies, then the information,
and the product information is the smallest
and is not bolded. There is enough white space
around the image to make it feel comfortable
to the eye, and also enough below the image
to make the logo and information be viewed
separately. The candy is contrasted well
against a light background, and the text is the
right color and only has two fonts that work
well together as a script font and a sans serif.
Finally, there is the fade and highlight from
dark on the edges to lighter on the inside. It
puts emphasis on the graphic and also holds
this image together.