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[phcommunication402-blog]

Social Media Module, Activity #1, PH402

Analysis Activity #1

​Compare the two county pages.  Report on what they should be doing better, and what they should continue doing.  In your comparison you should give specific examples of what one county is doing better than the other, and what both can do to improve.  5 recommendations per city, minimum.  In your Tumblr post screen shots of the two top performing posts for each county’s page.

            San Francisco’s post seemed to be targeted more towards food, fun and entertainment. For example, 4 of the 5 top posts talk about things to do that weekend and the motivation key even talks about food. I am glad to see that voting registration deadline was one of the top posts.

            San Diego’s post seem to be targeted more towards veterans and military. This makes sense because San Diego has military bases, a large military population and a large population of veterans. Like San Francisco, San Diego had a trending post about the election.

San Francisco-

1.     I love the access to information about things to do. It creates a sense of community. I think it would be a good idea to include volunteer opportunities over the weekends!

2.     Like San Diego, SF should target a vulnerable population to help. (i.e. homeless population)

3.     San Francisco should bring awareness to city counsel meetings and sites. This will help residents to feel confident and comfortable to communicate with the city with issues they are facing.

4.     I would like to see SF post resources for the lesbian and gay community.

5.     I appreciate SF ecofriendly vibe. I love the recycle ideas the community presents. I would like for SF to help SD adopt these ideas.

San Diego-

1.     I love that San Diego has a lot of buzz about the military population. We too are creating a sense of community. I would like to see volunteer opportunities for military families in need.

2.     I love the resources available for vets and the show of appreciation for vets from San Diego. I would like to see more volunteer opportunities for vets.

3.     I think San Diego should have more information about things to do. San Diego has so many activities that having information on their page could bring in more people and more families to the events.

4.     I would like to see more information on San Diego eats. San Diego has a diverse food scene. Bringing restaurants to life would support restaurants that are up and coming.

5.     San Diego should bring awareness to city counsel meetings and sites. This will help residents to feel confident and comfortable to communicate with the city with issues they are facing.

@globalcommunicationproject

[donutcoffeebean-blog]

I like the ideas for the San Francisco County’s Facebook page you mentioned, especially that it would be a good platform to give information about volunteer opportunities.  I also agree the San Francisco page has a sense of community in that it posts about local events, however I think it could be beneficial for the page to post more about national events as well.  This would increase awareness about serious topics and would give the people of the county a way to communicate with their officials about those topics.

For the San Diego County Facebook page, I like your suggestions that the page would be more beneficial if it offered volunteer opportunities.  I also really liked the idea of mentioning when and where city counsel meetings are being held.  I would add to this post by saying a Facebook page that represents a county has a responsibility to communicate and reach out to its citizens.  The page needs to work on its engagement with the citizens.  They could do this by personally responding to the comments on their posts, whether negative or positive.  This would boost engagement and allow their citizens to feel as though they are being heard by the county’s officials.  

@globalcommunicationproject    

[sdsuph402-blog]

Social Media, Analysis Activity 1, PH 402

San Diego County Facebook page: San Diego makes a great use of their facebook page by discussing current events in San Diego and in the US. However could attract more facebook traffic by engaging their audiences. One way to do that would to use more hashtags. Hashtags are a great way to isolate different topics and see what appeals more to the audiences. San Diego can also engage the community by asking for their comments and suggestions. By asking a simple “what do you think?,” opens the conversation to public. Or instead of asking a question, put a call to action! Tell the audience members what you want them to do (like, share, comment, etc). On another note, I noticed that the San Francisco Facebook page promotes a lot their events. San Diego should learn from that and celebrate their city. There always seem to be events going on. So by telling the county about events, that could generate traffic to their page. Likealyzer says that users love to click on pictures. So if this page would post pictures whether from San Diego County host events or just more pictures in general, then they are more likely to get likes, shares, and comments. What’s great about San Diego’s Facebook page, is their variety in articles that they post. The articles actually are interesting. Two of their recent top performing post include articles postings that generated a total of 300 likes, comments or shares!

San Francisco Facebook page: The San Fran facebook page seems to be more of a place to post about local events and recreational activities. Although thats a great way to engage the community, I don’t think the page has established their respect as a county owned facebook page. I think there need to be some sort of professionalism and to hold off on being too casual. This page could include more topical conversation pieces or current events both local and nationwide. For more engagement from users they could ask questions, or use calls to action. Also since they already post about local events they could make their page more social by telling the users to “tag” their friends. Also they page needs to be regularly maintenanced and used! San Fran only posts about one post a week. The should post more in general and add variety to their posts. Post more pictures and articles. They could also cater to different users in their facebook page. Not everyone in San Fran finds interest in local events, so post more about different things to cater to all San Fran users.

@globalcommunicationproject​

[donutcoffeebean-blog]

I agree that the San Diego Facebook page needs to do more engagement with their audience.  I think this is especially important because the Facebook page is representing the San Diego County as a whole and is a way for the people of the county to communicate with the county officials. I would add to this post by saying that the San Diego County’s Facebook page seemed to draw in negative comments from the public.  I think it would be beneficial for the people who are in charge of the Facebook page to respond to the negative comments in a productive manner, so the citizens of the county feel they are heard.

For the San Francisco Facebook page, I thought it was interesting you brought up that the page needs to be more professional and post about current events happening in the nation.  I agree with this post as the page is representing a county and should represent its county well.  I would add to this post by saying that San Francisco could also maintain its page better by reaching out and responding to the citizens that post on the page.  The negative comments should be acknowledged and responded to and the positive comments should be acknowledged as well.  This would boost engagement.   

@globalcommunicationproject 

[donutcoffeebean-blog]

Social Media, Part Two, Analysis Activity #1, PH402

One of the first impressions I received after looking over the County of San Diego Facebook page is that many people used it to complain or post negative comments. I found similar negativity while browsing the City and County of San Francisco page. A recommendation for both of these pages would be to have someone that can reach out to the people leaving the negative comments, so they feel heard.

The County of San Diego page does not use hashtags, while the City and County of San Francisco does. My recommendation for San Diego would be to incorporate hashtags because people use them to find topics. If a hashtag is trending and it is posted on the San Diego page, it is more likely someone will view it. Without the hashtag, someone has to come across the post on their own.

The San Diego page is lacking in variety of posts and only posts a small percentage of photos. I would recommend posting more photos because a viewer’s attention is more easily grabbed when a visual is present. The San Diego page is also posting too long of messages. According to LikeAlyzer, most of San Diego’s posts are more than 500 words. I recommend using less words because if a post is too lengthy people will lose interest or not even begin to read the post. 

Both San Diego and San Francisco do not pose enough questions for their audience. Posing questions is an excellent way to get feedback and to see where the community is at regarding topics, which is especially important for a Facebook page representing a city or county. I would recommend both counties ask more questions to engage with their community. This will open up conversation.

The San Francisco page does not post often enough. According to LikeAlyzer, they average between 1-2 posts a week. I would recommend posting more often so that the viewers can stay engaged throughout the week. More posts will lead to more conversation, which is needed for community building. A page representing a county should always stay up to date and allow the community to be involved. LikeAlyzer also shows that the San Francisco page has very low engagement with its followers. I would recommend that this be resolved because a page that represents a county should have substantial engagement from the community. This could be helped by posting on interesting and relevant topics, so the community will want to comment, share, or like the post. An example could be to post about the election results because it is a topic that is current and something people are vocal about.

The City and County of San Francisco page does not post enough posts that show pride about their community. The people living in San Francisco are likely to be proud of where they live and would respond well to posts that reinforce the pride they feel for their community. LikeAlyzer refers to milestones to share one’s story. I would recommend adding more milestones or posts that reveal the achievements made in San Francisco. This would prompt more engagement.

@globalcommunicationproject  

[thegoldenkoda]

Entertainment Education, Activity #3, PH402

This is an example of “sell.” The goal of this piece is to get people to purchase gatorade. I think the destination is activation because the advertisement used a key influencer (Dwight Howard) to motivate people to purchase gatorade. The channel is a magazine. I do not think this matched the intent of the piece very well because it will not reach athletes well enough. 

This is an example of “inform.” The goal of this piece is to get the audience to go to savethedate.vote and vote on November 8, 2016. I believe the destination is both advising and activation because it is telling the audience when to vote and they are motivating people but saying Mark will be naked in his next movie. I also felt they were motivating the audience by using key influencers and making the viewer feel important. The channel is Youtube. I believe the channel matched its intent because they are targeting everyone. Anyone who watched television or youtube, they want you to vote. 

This is an example of “change behavior.” The goal of this piece is to get people to stop sagging their pants. I believe the destination is advising because they are telling people where sagging pants derived from and why it even started. The channel of this image is Instagram. I believe it matched the intent of the piece well because many people have social media and will be able to run across this image. 

This is an example of “entertain.” The goal of this TV show is to entertain people with its problems such as: family trust, parenting, traditions, and sexuality. I believe the destination is advising because it teaches the audience about awareness when going to the doctor and awareness about parenting. The channel is television and i do believe it matches the intent of the piece well because the show is from a women’s perspective and I believe majority women are the ones who watch more tv programs about pregnant women. 

@globalcommunicationproject

[donutcoffeebean-blog]

I enjoyed reading this post and agree with all the examples provided.  I especially liked the Jane The Virgin example for entertain.  It shows where many of the newer tv shows are headed.  Todays tv shows and movies often have educational elements woven into them, which can be a positive thing if done correctly.  Tv shows that discuss sex and doctor relations are interesting and important because those topics are still a difficult thing to discuss. This show is able to give insight about pregnancy and relationships, which could help people even if they aren't specifically looking for advice.  Entertainment education can sometimes be obvious, but in tv shows it is more discrete in that the viewers are not always aware they are actually learning something while being entertained. I would add to this post by saying how much education is in Jane The Virgin.  I am curious to know where this show would actually be on the spectrum for education and entertainment because I would say it is much more entertainment and very little education.  Mostly because the idea of the show, a woman getting pregnant by a mix up, is far-fetched and more entertainment than education.         

@globalcommunicationproject

[miniaturecomputerdestiny-9e-blog]

Entertainment Education, Research Activity #4, PH402

http://blogs.babycenter.com/wp-content/gallery/new-york-city-teen-pregnancy-psas/tp_poster_4.png

The ad shown above is using a front door/central route approach. Throughout its add it is using real data and showing people in dollar amount how much it takes to raise a child by the bare minimum. The mood of this ad is serious and will get people talking about how they can prevent or prepare for unexpected pregnancies. 

http://img.tyt.by/n/04/6/socreklama_ksenevich_.png

This second ad above shows a back door/ peripheral route approach. I find the content in the ad itself is light and engaging. However, nothing really past that. It is not sparking outrage or changing nations impact on birth control or planned pregnancies. 

[donutcoffeebean-blog]

I like your reasoning behind why each advertisement is front door/backdoor and central/peripheral route.  I found the advertisements were hard to classify into just one category.  For example, I thought the first ad showing the cost of a baby was a more backdoor approach because it was trying to prevent teen pregnancy by talking about how much money it would cost rather than the health reasons behind teen pregnancy.  However, reading this response as to why it could be front door also makes a lot of sense, so I think it has more to do with how the individual viewer is looking at the ad.  I also thought the second ad could be seen as central because someone has to think more in depth and look past the celebrity to understand the true meaning of the ad.  I would add to this post by saying that there is multiple ways to look at an advertisement and determine what path it is intended to take.  The intended audience and experience of the individual viewer seems to be what determines the approach type.      

@globalcommunicationproject       

[donutcoffeebean-blog]

Entertainment Education, Research Activity #5, PH402

I chose the two songs “Dear Mr. President” by P!nk and “9 to 5″ by Dolly Parton.  The primary goal of these songs is to highlight the disconnect between the working class and the wealthy or elite. Dolly talks about the disconnect between a worker and their boss, while P!nk takes it a step further and talks about the disconnect between the President and the people he is supposed to represent. I especially like P!nk’s lyrics because it showcases how politics takes away the personal factor that a President should have. The President is just another wealthy elite who does not represent the population and has not experienced life in the same way as the citizens of the country. Songs with meaningful lyrics can sometimes be tricky to decipher, however both Dolly and P!nk’s songs in this case are pretty straight forward with their message. Songs in general are more of a peripheral route because the beat of the music and the voice is usually what catches the audience’s attention before the lyrics. However, if one is simply reading the lyrics to songs it can be a more central route because lyrics can have hidden messages and can be worded in ways that can be difficult to understand. Songs sometime require more in depth thinking to understand the true meaning. I think both songs are effective in revealing the disconnect between the elite and the working class. They are effective because the songs are well written and understandable, and because the working people or common citizen can relate to the lyrics. The songs by P!nk and Dolly Parton are not “persuasion contracts” because the audience is not defensive and the sender is not trying to persuade the audience. These songs are more of an entertainment contract because the songs are enjoyable and the singer is telling a story through the lyrics. The audience feels empathetic with the lyrics and relates to the song. However, in this case the story that is being told in these two songs is not good or fun.

@globalcommunicationproject      

[donutcoffeebean-blog]

Entertainment Education, Research Activity #3, PH402

This ad is selling their brand, Activia. We can tell this because the brand name is large and it has to compete with other yogurt brands; they want you to buy their brand. The destination of this ad is to model a behavior and its consequences. The behavior is eating Activia and the consequence is the people in the ad have a “#happytummy”. The channel for this ad is a commercial on TV. I think it matched the intent well because Activia is trying to reach a large audience and television is a good way to reach a lot of people.

This ad is informing the viewer because it is telling the viewer to eat healthy before a baby is born. We can tell it is informing because it is simply giving the information and trying to inform the audience about the importance of healthy eating before birth. The destination of this ad is to increase salience and personal relevance. This is because a mother or soon-to-be-mother would feel a connection with this information. Mothers want their children healthy and strong and the ad is informing them how to achieve that. The channel is a print ad that could be in a magazine or on a poster. I think the channel matches the intent because mothers are likely to read magazines and an ad like this would catch their eye. Also, if a mother was walking and saw this ad she would feel a connection to it and stop and read the information.

This ad is intended to change behavior. We can tell this because it is trying to evoke fear in the audience so that they will not drink and drive. The campaign purpose is to stop people from drinking and driving. The destination of this ad is increasing salience and personal relevance. The audience is intended to relate to the ad and feel as though it could be them. The topic of drunk driving becomes more relevant and salient to them after they see an ad like this. The channel for this ad is print. I think it is effective as print because a picture can evoke a lot of emotion and it gives the audience time to read and digest the story provided. It could have also been effective as a commercial or video because a video can be very powerful in evoking emotion. 

This TV show’s goal is to entertain because it is a show for toddlers and young children to watch. The goal of this show is to keep children’s attention, while also giving health information in a fun way.  The destination of this show is to model behaviors and consequences. The behaviors demonstrated throughout the show give positive messages revealing the importance of health. The consequences are a healthy, happy ending for the characters in the show. The channel for this show is the television. This matches the intent of the show because it is an easy way to reach children and teach them lessons. Children are more likely to sit and watch television because there is something bright and colorful for them to look at. 

@globalcommunicationproject     

[donutcoffeebean-blog]

Entertainment Education, Research Activity #4, PH402

The first teen pregnancy/birth control ad with the baby is a backdoor approach. It is a backdoor approach because the ad is referring to the amount of money a baby costs. The money is the focus and the health effects are not mentioned. This ad is trying to prevent teens from getting pregnant by appealing to the fact that teens, like most people, want to have money and are not wanting to spend “more than $10,000 a year” on an unplanned pregnancy. Assuming the objective of this campaign is to reduce teen pregnant for health reasons, the financial costs of having a baby is simply a way to appeal to the audience. The goal is still achieved, but the method and message is not directly related to health. This campaign is using the peripheral route because the message is clearly stated and one does not have to think more in depth to understand that having a baby is costly. The messages uses heat in that it draws on the emotion of the audience by using a picture of a baby. Also, there is a large yellow banner going through the center and highlighting the words “teen parent”. This is flashy and is how the viewer is drawn in to the ad.      

The second teen pregnancy/birth control ad with Carly Rae Jepsen is using the central route in that you have to think about the ad to understand that the celebrity is being used to prevent teen pregnancy. This is not immediately clear because she is so large and the crib is a background object. The large picture of Carly Rae Jepsen could also mean the peripheral route is being used. It depends who the audience is and if they know who the celebrity is. Someone that knows and likes Carly Rae Jepsen would be more likely to look at the ad because they were drawn in by Carly. However, someone that did not know who she was is going to have to go more in depth to understand that she is a celebrity and not a mother. The approach being used in this ad is a more front door approach because facts are given. Also, the ad could be personally relevant to the audience because most teenage girls have aspirations to become someone important or someone who can change the world.                

@globalcommunicationproject

[phcommunication402-blog]

Source, Research Activity #5, PH402

Research Activity #5

Identify a health communication, social marketing or standard marketing piece that uses a source that appears to be inappropriate to the apparent purpose of the message. Why was this a poor choice, and what other choice might be better for reaching the audience?

https://coto2.files.wordpress.com/2010/09/casa-zaza-autisma.jpg

The health communication aid uses the source of intellect to promote their message. They have gathered historical dates and statistics to promote their message. This may seem like an intellectual source, however messages like this can be very dangerous and lethal. It was scientifically discovered that there are no links to autism from vaccinations. Messages like this scare the nation making one not want to vaccinate their children. When children are not vaccinated then there would be an epidemic of infectious, communicable diseases. This would produce a large number of deaths in the nation all because of a myth. A better way to reach an audience would be to encourage parents speak to healthcare providers about their concerns of autism and its correlation with vaccinations. Wiping out the idea of vaccinations, backed up by assumed intellectual message is very dangerous.

@globalcommunicationproject

[donutcoffeebean-blog]

I agree with this post. It is dangerous and scary that people will believe so much of what they hear, regardless of the source of the message. I liked that you chose a topic that is relevant to the college age generation and the public health major students. This topic has become controversial, but so much of the evidence the anti-vaccine movement has used has either been from not credible sources or if it was from a credible source then it was later retracted. I would add to this by saying that issues like this one often stem from the population not taking the responsibility to research and understand health topics. An article on a social media site should never be enough to determine a stance on an important issue, such as vaccination, however this is where too many people get their information. 

@globalcommunicationproject 

[phcommunication402-blog]

Sources, Research Activity #4, PH402

Research Activity #4

Consider two health communication messages that have helped change your behavior or lifestyle. What aspects of the sources of these messages contributed to their impact on you?

            My first semester at Grossmont community college, I took a health and exercise class. My professor would give us lectures prior to our workouts. One of her first lectures she talked about the importance of nutrition. She said that it didn’t matter how we grew up but we could eat however we wanted. She emphasized the importance of taking our nutrition into our own hands, even if we still lived and ate at home. This impacted me greatly because of the diet of my household in which everyone had heart disease. I (at the time) assumed I was doomed for the same. She made me realize I could break that cycle. Her character, intellect, and qualifications were all attributes to my lifestyle change.

Her character was non-judgmental and understanding. She realized most of us still lived at home and were still eating the foods our family made. She empowered me by making me realize I did not have to eat the foods just because I was living there. She was very intellectual about nutrition. She offered ideas of how to better fuel our bodies. Lastly, her qualifications were her profession. Grossmont Community College is one of the best community colleges in San Diego County. There are many brilliant professors that teach there. These aspects of her message contributed to her impact on my lifestyle change.

              I chewed tobacco for about 5 years. I knew it was extremely bad for my health but was addicted. I had to buy the strongest pack and pack the entire bottom lip with as much as I could. Everyone would tell me that I could get oral / mouth cancer if I did not quit. I wanted to quit but did not know how. I started googling images of oral cancer from chewing tobacco in hopes it would scare me enough to quit. In the back of my head, I would think it couldn’t happen to me.  I then came across the image below. The source of the message that attributed to me changing my habit of chewing tobacco was the intellect of the image. These are evidence of the direct correlation of tobacco use and its harmful effects. The character also stuck out to me because Bill Tuttle was a professional baseball player. All the money could not aid in improving his health conditions, making it evident that this can happen to anyone who chews tobacco.

  https://thedailyflossdotcom.files.wordpress.com/2016/03/163238.jpg?w=465

 @globalcommunicationproject

[donutcoffeebean-blog]

I found this post to be relevant to college students because advertisements that often are targeting college students will be ineffective. I especially found it interesting to read how a campaign using Bill Tuttle was effective to you. I think its extremely useful to know that that campaign was successful in reaching you because it used a wealthy sports player. I found that while reading your post I felt as though you were being honest about why that particular campaign reached you.  I would add to this by saying this kind of  information is what needs to be understood by campaign teams during the formative stages. Also, this is valuable information for anyone going through a similar struggle and I will keep this in mind with friends of mine that use chewing tobacco. 

@globalcommunicationproject      

[donutcoffeebean-blog]

Sources, Part Five, Analysis Activity #1, PH402

I liked the Helen Mirren Budweiser campaign. Drunk driving campaigns are often sad and evoke emotion within the viewers, but this campaign took a different approach. It used humor and vulgar language to catch the viewer’s attention. Helen Mirren was an appropriate choice because she is funny and fit the persona the campaign was intending, and also she is likable. She is not a celebrity that has a lot of controversy surrounding her. I think she was a good sender because she fit the idea and purpose of the campaign, which was an alternative approach that directly called people out for being idiots for drunk driving. However, I think a campaign that features someone who has directly been affected by drunk driving is more credible than a celebrity because although it is funny and may catch the viewer’s attention, Helen Mirren does not have any more credibility than any other person. Whereas, A person that has actually lived through the devastating effects of drunk driving is reliable and can be trusted when they deliver their message.     

@globalcommunicationproject

[donutcoffeebean-blog]

Sources, Part Six, Research Activity #5, PH402

When I saw this marketing piece I did not feel like the message was in line with the sender. The Victoria Secret brand is known to have tall, skinny models and nothing more to show off their clothing. This is evident in the picture above. However, the message is talking about loving your body and having a bra that is for “every body”. This is not portrayed by the models or the Victoria Secret company, so the source for this message is not credible and I do not trust this campaign. Although the message about loving your body is a good message, Victoria Secret clearly does not back up this message. Victoria Secret should either hire models that actually represent “every body” or make a campaign that is representative of their brand so they do not appear to be contradicting themselves.     

@globalcommunicationproject

[donutcoffeebean-blog]

Sources, Part Four, Research Activity #4, PH402

A health communication message that impacted my lifestyle and behaviors was the MADD (Mothers Against Drunk Driving) campaign. This campaign resonated with me because the source was mothers that had lost their children to drunk driving accidents. I felt a connection with this campaign because it made me think of my mother and how she would feel if she was in that position.  This campaign spoke to me more than any other drunk driving campaign or ad I have seen because I was able to relate and feel sympathy for the sender of the message.  

I recently saw a campaign titled “Adderall: Candy For College Students?” and it resonated with me because I am a college student, but also because I know many people that take Adderall as if it were candy. In college, students taking unprescribed Adderall is a common occurrence, so I felt this campaign was effective in sending their message. The source of the message is graduate students, which I connected with as a fellow college student. I also felt they understood the problem because they are living with the very people that are taking the Adderall like candy. This gave them credibility and made me trust their campaign. I felt that the reason the title of the campaign was effective is because the sender knew exactly how and why students take Adderall.   

@globalcommunicationproject

[donutcoffeebean-blog]

Sources, Part Two, Research Activity #2, PH402

Hillary Clinton is trying to appeal to women when she talks about her stance on abortion and women’s rights, however I feel she is actually losing a large portion of the women’s support when she states that unborn babies do not have rights and that abortion should be allowed during late term. 

Donald Trump is appealing to the military and veteran population by stating the military needs to be taken care of and veterans need more support. The veteran population has many problems with the healthcare system and Trump is trying to identify with the population by stating that he recognizes the problems and will fix them.

@globalcommunicationproject

[weliftingaddict-blog-deactivate]

Message, Research Activity 4, PH402

[donutcoffeebean-blog]

I agree with this post in that Kotler’s model would be easier and perhaps more effective when analyzing these two campaigns, however I still think McGuire’s could be used.  Both advertisements have very little information on them, so they would not be considered announce.  I think these images can fall under both activate and advise.  Activate would work because these images are clearly trying to get people to stop harming others (babies and animals).  I also feel as though advise would work for these advertisements because the campaign is trying to show people what is really happening when they use those products. I agree that McGuire’s model is harder to use to analyze these campaigns, however it is not too hard and ultimately the advertisements can be categorized.  Kotler’s model is easier in that the product is shown in the picture and the promotion is through these disturbing print ads.  There is a clear price presented.  The costs are harming babies and animals. The place can be a little tricky because these actions can be done in private.

@globalcommunicationproject   

[magnificentgardenerpaper-blog]

Messages,  part one, Research Activity #1, Ph402

Campaign Objective: Announce

This poster “Flu shot clinic” directs residents to get immunized in local clinic.It also announce where to get the flu shot.

Campaign objective: Advise

The CDC, “vaccine coverage “ advise teens, children  and parent to get vaccinated. To prevent and keep them up to date with vaccination.

https://www.cdc.gov/vaccines/index.html

Campaign objective: Activate 

This image is motivating audience that use MAC product to buy glam lipstick product due to the positive impact it has. Every cent of selling price of MAC lipstick or lipgloss is donated to Aids fund. 

Advocate

This image is to advocate to colleges students the true cost of condoms and health issues around it.

Combine Objective 

This short film “Through their eyes” is about domestic violence. It’s to inform parents on violence children and youth. It advocates to seek help by going to crisis center. And announce individuals (families) affected by it.

https://www.youtube.com/watch?v=JAZx7i3_Ncg

@globalcommunicationproject

[donutcoffeebean-blog]

I agree with these examples and like that short clips were used in some of the examples instead of only print advertisements.  The announce example is spot on because it gives information about where to obtain services such as, the date, time, and place. I would add on to the activate example of the MAC lipstick advertisement.  I think this campaign also works as advocate because it is specifically advocating for AIDS.  AIDS is a social and political issue along with being a health issue, so I feel it can be considered advocate as well.  I agree it is primarily activate because they are trying to get the population to donate to the AIDS Fund by buying the lipstick.  This campaign could fall under combined objective.

@globalcommunicationproject  

[donutcoffeebean-blog]

Messages, Part Four, Research Activity #4, PH402

This campaign, when looking at it using McGuire’s psychology-based model, can be seen as a combined objectives campaign.  It is an activate campaign because it is trying to motivate the audience not to sleep with their babies.  It is also announcing because it is giving information about where to find a crib if you cannot afford one.  When looking at this campaign with Kotler’s business-based model, the place would be a hard to reach place because it is in the bedroom, which is a private area. The promotion is an online print article.  This is how the message is being promoted to the audience.  The price refers to the costs and benefits.  The cost of sleeping with your child is conveyed as deadly, which is demonstrated with the knife.  The product is a behavior change in this campaign; it is trying to get people to not allow babies in the bed with the parents.  For this campaign, Kotler’s four P’s are a better way to analyze because all four P’s are apparent, whereas in McGuire’s model it is difficult to pinpoint exactly what type of campaign description this would fall under because it falls under multiple “A’s”.  Kotler’s model was easier to move through when analyzing this campaign.        

This campaign, when analyzed using McGuire’s psychology-based model, can be described as an advise campaign because it is reinforcing existing knowledge.  The knowledge is that drinking and driving is dangerous, which the audience is already aware of, but this campaign is reminding the audience by presenting the knowledge using friendship to draw in the audience. Using Kotler’s business-based model, this campaign’s place could be in a car where someone would be drinking and driving or it could be in a bar where friends are going to have to decide if they are going to let their friend drink and drive.  The promotion could be as posters in the restrooms where someone is most likely going to be multiple times during the night if they’ve been drinking.  The cost and benefits, or price, of this campaign would be the cost of losing a friend to drinking and driving or the benefit of keeping your friend safe by not allowing them to drink and drive.  The product of this campaign is a behavior change.  The behavior being addressed is drinking and driving.  For this campaign, Kotler’s model was easier to use because each of the four P’s are identifiable.  I found that while using McGuire’s model I could not decide if the campaign would also be activate.  I could not tell if the message in the campaign was persuasive or not, so I could not commit to calling it activate as well.            

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