Leah S.

Moore
6/29/11
CJN 257
Final Assignment

5 terms or concepts learned in class
1) CPM - How much it costs Ior an ad to reach a thousand people.
2) Bleed -When the color on a print ad carries all the way to the end corners oI the page. there may
be extra Iees Ior this Ieature.
3) Frequency The number oI times a person can be exposed to an ad over a certain period oI time.
4) Collateral All print materials that are used Ior personal selling, handouts, and direct mail.
5) Media Planner A person who targets media buys to key prospects and tries to avoid waste by
Iiguring out who the users and non users oI the product are. These planners could use websites
like MRI¹ to determine their products users.

Al t s t e i l , T , & Gr o w, J . ( 2 0 1 0 ) . Ad v e r t i s i n g c r e a t i v e . T h o u s a n d Oa k s : S AGE P u b l i c a t i o n s .
Bo o n e , G. ( P r o d u c e r ) . ( 2 0 1 1 ) . | Vi d e o P o d c a s t | . S i g n a t u r e , r e v e r s e t y p e , b l e e d a d . R e t r i e v e d
I r o m h t t p : / / www. y o u t u b e . c o m/ wa t c h ? v ÷ 5 y RC q Q v z 9 DY &I e a t u r e ÷ r e l a t e d
I n t r a n me d i a . ( 2 0 1 0 ) . R e t r i e v e d I r o m h t t p : / / www. i n t r a n me d i a . c o m/ i n d e x . h t ml

5 terms about persuasion in advertising
1) Maslow`s Hierarchy oI needs People are motivated to IulIill certain basic needs beIore moving
on to other needs.
2) Elaboration Likelihood Method (ELM) A theory regarding how people are inIluenced. It
describes how a person tends to think about a message and how unrelated Iactors inIluence them.
3) Modes oI Persuasion Aristotle Ethos (credibility), Logos (appeals to reason), Pathos (appeals
to emotions)
4) Empirical Generalizations (EGs) Evidence based principles.
5) 42 Appeals oI Advertising ex. a person is worried about getting in a car accident so one would
show the outstanding saIety Ieatures oI the car they are advertising (appeal Ior saIety).


Ar ms t r on g, S. ( 2 0 0 9 ) . Us i n g q u a s i - e x p e r i me n t a l d a t a t o d e ve l op e mp i r i c a l
ge n e r a l i z a t i on s I or p e r s u a s i ve a d ve r t i s i n g. 4 u r n a l 4 1 Ad v e r t i s i n g Re s e a r c h , 4 9 ( 2 ) ,
1 7 0 - 1 7 5 .

Ma s l ow, A. H. ( 1 9 4 3 ) . A t h e or y oI h u ma n mot i va t i on . Ps y c h 4 l 4 g i c a l Re v i e w, 5 0 , 3 7 0 -
3 9 6 .

C4 n s u me r p e r s u a s i 4 n . ( n. d . ) . Re t r i e ve d I r o m
h t t p s : / / s u I I ol k u . b l a c k b oa r d . c o m/ we b a p p s / p or t a l / I r a me s e t . j s p ? t a b Gr ou p ÷ c ou r s e s &u r l
÷°2 Fwe b a p p s °2 Fb l a c k b oa r d °2 Fc on t e n t °2 Fc on t e n t Wr a p p e r . j s p °3 Fc on t e n t ¸ i d °3 D¸
4 1 3 5 5 3 ¸ 1 °2 6 d i s p l a yNa me °3 DLi n k e d °2 BFi l e °2 6 c ou r s e ¸ i d °3 D¸ 5 0 2 1 8 3 1 ¸ 1 °2 6 n a v I
t e m°3 Dc on t e n t °2 6 a t t a c h me n t °3 Dt r u e °2 6 h r e I °3 Dh t t p °2 5 3 A°2 5 2 F°2 5 2 Fi n I oa c r s .
c om°2 5 2 Fa °2 5 2 Fa d s 1 . h t ml

Pe r s u a s i 4 n . e l a b 4 r a t i 4 n l i k e l y h 4 4 d m t h 4 d . ( n . d . ) . R e t r i e v e d I r o m
h t t p s : / / s u I I o l k u . b l a c k b o a r d . c o m/ we b a p p s / p o r t a l / I r a me s e t . j s p ? t a b Gr o u p ÷ c o u r s e s &u r l ÷ °2 F we
b a p p s °2 F b l a c k b o a r d °2 F c o n t e n t °2 F c o n t e n t Wr a p p e r . j s p °3 F c o n t e n t ¸ i d °3 D¸ 4 1 3 5 5 3 ¸ 1 °2 6 d i s
p l a y Na me °3 D Li n k e d °2 B F i l e °2 6 c o u r s e ¸ i d °3 D¸ 5 0 2 1 8 3 1 ¸ 1 °2 6 n a v I t e m°3 D c o n t e n t °2 6 a t t a c
h me n t °3 Dt r u e °2 6 h r e I °3 D h t t p °2 5 3 A°2 5 2 F °2 5 2 F i n I o a c r s . c o m°2 5 2 F a °2 5 2 F a d s 1 . h t ml



1Soc i a l Medi a Ca mpa i gn, 5 Adver t i s i ng Tec hni qu es
Mys pa c e
1) J et Bl u e / Hor n b l owi ng Ther e wa s a ba nner I or J et Bl u e a i r l i nes on
Mys pa c e` s home pa ge. The a d s t a t ed t ha t by b ooki ng wi t h t hei r a i r l i ne
t he pa s s enger wa s gua r a nt eed t he b es t de a l on t hei r I l i ght . Thi s a d us ed
hor nb l owi ng t o get t he vi ewer s a t t ent i on.
2) Pep s i / Ca us e a nd eI I ect t ec hni qu e / Pub l i c Rel a t i ons Adver t i s i ng Ther e
wa s a Peps i a d t ha t a s ked vi e wer s t o vot e. By c l i c ki ng on t hei r l i nk one
wou l d b e r edi r ect ed t o t he Peps i webs i t e wher e t hey wou l d vot e on whi c h
hu ma ni t a r i a n pr oj ect t hey wa nt ed Peps i t o I u nd. Thi s i s eI I ect i ve b eca us e
i t not onl y di r ect s p eop l e t o t he Peps i webs i t e but i t get s t hem i nvol ved
wi t h Peps i a nd hel ps our c ommu ni t i es .
3) Fr i ends Wi t h BeneI i t s / Tr a i l er ( Fi l m) / Cur i os i t y Ther e wa s a movi e
t r a i l er p l a yi ng i n t he ba c kgr ou nd i n a cor ner wi t h a u di o. Thi s i s a gr ea t
wa y t o get a vi ewer s a t t ent i on b eca us e t hey a r e I or c ed t o l i s t en t o t he
movi e t r a i l er u nt i l t hey r ea l i z e wha t i t i s a nd ei t her c ont i nu e t o l i s t en or
t ur n down t hei r vol u me. By onl y s howi ng a I ew b i t s a nd p i ec es oI t he
I i l m t hi s a d us es cur i os i t y t o i nt r i gu e vi e wer s t o go s ee t he movi e.
4) Pop ups Thi s i s a s omewha t i nt r us i ve a nd a nnoyi ng wa y t o a dver t i s e,
but oI c our s e Mys pa c e ha s i t . An a d p opp ed up a nd s t a r t ed movi ng a cr os s
my s cr een b eI or e I c ou l d s ee wha t t he a dver t i s e me nt wa s I or I c l os ed t he
a d. Not a ver y eI I ec t i ve I or m oI a dver t i s i ng i I you a s k me.
5) Koda k / Di r ect Ben eI i t I n a not her c or ne r a d, Koda k us ed t he hea dl i ne
' 20° oI I s t or ewi de a t Koda k¨. Koda k us e d a di r ect b eneI i t ( di s c ou nt s ) t o
enc our a ge p eop l e t o vi s i t t hei r s t or es . One pr ob l e m I not i c ed wa s t ha t
t hey di d not ha ve a da t e when t he di s c ou nt woul d end.

Al t s t e i l , T , & Gr o w, J . ( 2 0 1 0 ) . Ad v e r t i s i n g c r e a t i v e . T h o u s a n d Oa k s : S AGE P u b l i c a t i o n s
M y s p a c e . c o m







Political Group or Major Brand Demographic Group

A great advertisement is best iI it appeals to all kinds and groups oI people, but since that
is not always possible or even wanted, advertisers are able to chime into key demographics and
research which groups oI people like a product best. They are able to do this through programs
such as MRI¹. Advertisers are able to display their ads in such a way that it is targeted to a
certain group oI people. These people are the 'target audience¨. According to MRI¹ all races oI
people eat approximately the same amount oI McDonald`s, thereIore; their target audience would
be directed to just about everyone, European Americans, Hispanics, AIrican Americans and
Asian Americans ( " Mr i ¹ l a s t 6 , " 2 0 1 1 ) . That is why all races and genders are in their
commercials. It is the same with political campaigns. The majority oI Republicans are middle
age, upper middle class and upper class Americans so their campaigns will not be targeted toward
people on Iood stamps ( " De mo c r a t / r e p u bl i c a n d e mo gr a p h i c s , " 2 0 0 6 ) . By saying that they
target certain demographics in commercials, and other Iorms oI advertisement, all that means is
that they make the ad appealing and relatable to the group oI people they are targeting. One
excellent example oI target audience is the new John Frieda Precision Color commercial. Though
there are diIIerent people in the commercial there is only one type oI person in it, and that is
middle age, white women. Research must have shown that this type oI person purchases more
hair dye than any other, thereIore that is the type oI person they want their commercial to appeal
to.

ue mo c t o t / t e p ob l l c o o J e moq t op b l c s Ŧ ( 2006) Ŧ 8e L r l e v e d f r om
h L L p ť / / f or u mŦ ob [ e c L l v l s mon l l n eŦ n e L / l n de x Ŧ p h p ? s h owL o p l c ƹ 7967

,t l - l o s t 6 mo ot b s mc Jo oo l JŦ ( 2011) Ŧ 8 e L r l e v e d f r om
h L L p ť / / u r e p or L e r Ŧ mr l p l u s on l l n e Ŧ c om/ s el e c L d e mof r oms e a r c h Ŧ a s p









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