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[munkeyneedsatreehouse-blog]

Social Media Module, Activity #1, PH 402

San Diego County facebook is ranked #52 by likealyzer whereas San Francisco is ranked #49. I’m not sure what that scale is relative to but the two counties seem to be neck and neck. In page performance, San Francisco is seriously outnumbering San Diego in likes and check-ins but seriously outnumbered by San Diego in engagement rate.

San Diego posts more per day than San Francisco posts in a week and has a higher engagement rate but the numbers of likes is in San Francisco's favor. This could be due to population size. It shows, also, that San Francisco responds much more to photos more than anything else whereas San Diego responds the most to links. I think San Diego could benefit from learning from San Francisco and post more photos with hashtags than links; San Diego does not use hashtags.

When comparing the two counties “top 5 posts”, San Francisco’s was posting about events around the county, where San Diego’s top post was about pet adoption in a county newsletter. San Diego would benefit from posting more about events throughout the county to gain engagement. 

San Francisco is responding well to photos, so they should add more photos, with hashtags; they should also try posting more links which gave San Diego success in engagement. And, although San Francisco is a very eventful town, perhaps more posts that engage the hearts of the population, like San Diego’s number one: pet adoption. It seems that although this was not the number one liked in San Francisco, voter registration deadline posts were the most shared, so perhaps more serious events and deadlines such as this would spark more engagement. 

San Diego NEEDS to use hashtags, that is essential in today’s social media; it opens up much more audience that might not otherwise be interested, this is key. San Diego has a higher engagement rate, more PTAT (people talking about this) and more posts per day than San Francisco but are falling behind in likes by over 200,000. Average people respond to photos better than links, keep the links for the audience San Diego already has, and add much, much more photos to engage new audiences, and add, add, add hashtags! In addition to the number of photos to be added, with only 8.3% of posts currently photos, the content must be engaging. So, perhaps the links that seem to work so well, should be accompanied by photos that illustrate what the link will connect to. 

People of today’s social media wants to see things immediate and with minimal effort. Reading a long post will be useless, unexplained links lacking photos or short <15 second videos will be useless. Social media messages need to be concise with a like, share, and hashtag to spread. Anything more will be a shot in the dark. @globalcommunicationproject

[publichealthprib95-blog]

Entertainment Education Module, Research Activity #4, PH 402

Activity #4

Example 1: This example uses a front door approach and central route because it attempts to attract a target audience who already cares and has a baseline of knowledge about the issue at hand. In addition, they use front door approaches by using facts and statements that highlight the right reasons why teenagers should not get pregnant, such as they often cannot afford to support a baby. This advertisement will most likely catch the attention of someone who is already caring and invested in the issue of teen pregnancy.

Example 2:

This example uses a backdoor approach because it is attempting to prevent teen pregnancy by advertising using a ‘wrong reason’ health promotion. By using the baby crib, stylish woman and tag line it is promoting how unglamorous and restricting pregnancy is at a young age rather than naming the numerous health and economic struggles that accompany adolescent pregnancy. The campaign uses this strategy in an attempt to simply grab the attention of the target audience using the peripheral route of ELM. The peripheral route is used because the campaign aims to get individuals to become aware of the issue without having to think too much about it.

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

I guess I missed the mark on the approach of example 1. I saw it the opposite way, that it was a backdoor approach because it spoke to a teenagers want to buy and have money not to the issue of teenage pregnancy itself. I suppose that proves the different perspectives of an audience. I did, however, agree absolutely with your perspective of example 2. Nice job. @globalcommunicationproject

[phstudent202-blog]

Entertainment Education, Research Activity #3, PH 402

Sell:

I believe that the goal of this communication piece is to sell stuff because it is asking if someone is beach body ready and has the weight loss collection of pills in the right hand corner. This is implying that the pills will help someone lose weight. The destination of this ad is to increase the personal relevance of the health topic. This ad causes someone to ask themselves that question about their body, and if they do not think so, then they will look into the pills, if they choose to. The channel of this piece is display print, and it matched the intent of the piece well because when people are walking past it, it will catch their attention to read it very quickly and keep walking.

Inform:

The goal of this New York City subway ad is to inform because it is informing people that portions have grown and so have Type 2 diabetes. It also informs people of what number to call for a Healthy Eating Packet. The destination is to increase awareness of this health issue, and to show how important it is. The channel of this piece is display print, and it matched the intent of this piece well. There aren’t too many words to read, so the person walking by can quickly read what it says and keep walking. Also, it was placed in a New York City subway, so while someone is waiting for their train to arrive they can read it.

Change Behavior:

This communication piece is an example of change behavior because it shows a car accident as a consequence of drunk driving. Most people don’t want to get into big car accidents, so they will try to avoid drinking and driving. The destination of this ad is to model the behavior and consequence. The ad shows a car accident due to drinking and driving. The ad even mentions how stupid it is to drink and drive. The channel of this piece is display print. I think it matched the intent of the piece well because there are only two words on this ad. It says absolute stupidity, and the shape of the bottle in the picture is shaped like an Absolut vodka bottle. It is very quick to put together and understand the concept of this piece. People don’t need to stop to read it and understand what is going on.

Entertain:

The goal of this piece is entertain because there isn’t a big and clear message on this ad. The destination is activation and to model a certain behavior. It starts off with a big man at the top to form the word, “FAT,” then, he gets skinnier to still form the word, “FAT,” and then the last word says, “FIT.” The behavior that is being modeled is losing weight. The channel of this piece is display print. It matched the intent well because it is saying that to lose weight, you could go to that specific gym. People quickly looking at it could understand that if they want to lose weight like the man in the ad did, they could go to that gym listed at the bottom. It does not take a long time to read and understand what is being said in this ad, so display print was a good idea.

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

I really enjoy the ads you found for this post. I think you nailed the entertainment/education differences when thinking of how to get your message across. I think my favorite ad is the “inform” ad regarding diabetes and soda. I think it is my favorite because it shows the evolution of our portion sizes and how the demand for bigger portions has contributed to the diabetes problem. @globalcommunicationproject

[munkeyneedsatreehouse-blog]

EE, Research Activity #5, PH 402

I am comparing the songs “Crazy Baldheads” by Bob Marley and “Fortunate Son” by Credence Clearwater Revival. Both messages of these songs are about being oppressed by an authority who lies to them; the education meant to brainwash and the war that’s meant to create murderers. Both artists are using the central route to spark emotion in the listeners.  Given the times that both songs were written and were popular, it was a trying time in our history, a time of anti-establishment, war and self-empowerment so it makes sense that both songs were written to spark emotion. Using entertainment context, the artists are creating a contract using empathy, which is very effective. Again, given the time it wasn’t difficult to inspire emotion. @globalcommunicationproject

[munkeyneedsatreehouse-blog]

EE, Research Activity #4, PH 402

This is a back-door, peripheral approach to behavior change. They are not addressing the issue of teenage pregnancy itself but the cost. They are using the appeal of the audience, money, to try and deter the behavior of unsafe sex amongst the teenage audience. @globalcommunicationproject

This is also a back-door, peripheral approach to addressing teenage pregnancy. The source is using female empowerment to deter the issue of teenage pregnancy without addressing the issue itself. @globalcommunicationproject

[munkeyneedsatreehouse-blog]

Sources, Research Acvtivity #5, PH 402

Here is a commercial for the University of Phoenix using NFL player Larry Fitzgerald. While this is a very heartfelt commercial, and as a viewer it makes you proud of him for getting his college degree in 2016, I’m not sure this is the right type of celebrity to gain audiences. After watching this commercial a couple times on tv it dawned on me that most NFL players are drafted from College football. Yes Fitzgerald overcame a lot with the loss of his mother, and I sympathize with that; but he already had his degree from the University of Pittsburg. The University of Phoenix could have used someone whos career isn’t based on their existing college career, perhaps a veteran or someone who went to work right out of high school and overcame obstacles for a degree from Phoenix, with the help of Phoenix. @globalcommunicationproject

[munkeyneedsatreehouse-blog]

Sources, Research Activity #4, PH 402

One health communication message that really hit home for me is the “Tips from a former smoker” campaign. I was a smoker, for a very long time and I had seen ads, and campaigns, and statistics, and none of it made me feel any differently about it. But there was one commercial that really spoke to me. It was the one about how you can lose your limbs from smoking. With the two former smokers it started with toes and fingertips and ended in limbs lost. One of the former smokers was from North Dakota, and I went to middle school there. I don’t know why that hit home for me but it did. 

Being a former smoker myself, it’s always a struggle to stay a former smoker and not relapse into it, this is where the #Truth campaign has helped tremendously. I have 2 young cats and one has asthma which developed from kennel cough when he was a baby in the shelter. The #Truth campaign commercial about smokers giving their pets cancer makes it much easier to not relapse into smoking. @globalcommunicationproject

[munkeyneedsatreehouse-blog]

Sources, Research Activity #2, PH 402

Here is a clip of Donald Trump appealing to Bernie Sanders voters after he conceded from the race for the democratic nomination; a plea for those unwilling to vote for Hillary. He uses the words “super delegates”  to find a common ground between him and Sanders. Using this phrase was genius by his speech writers because it appeals to a voter demographic that doesn’t want a “bought” President, and being that Trump is funding his own campaign it is a credible source to support as opposed to a candidate that utilizes them. @globalcommunicationproject

This ad from the Hillary campaign speaks to every woman in America, regardless of race, age, or any demographic except gender. I think this ad is successful because it is not narrated by Hillary, but rather a less than well known actress. It portrays many different sides of a woman and ads a photo of young Hillary in what I assume to be in law school, making her “just another woman trying to make it like the rest of us”. This ad makes her human, an average Jane who believed that she could be anything she wanted to be, even the President of the United States. It’s inspirational for women; “you can be whatever you want” is easier said than done in a man’s world, and she gives women hope that it can be done. @globalcommunicationproject

[munkeyneedsatreehouse-blog]

Sources, Research Activity #1, PH402

When comparing “Buddy Check on 22″ and “Peter the PTSD Awareness Penguin” they are obviously different approaches for the same type of message. Buddy Check on 22 takes a serious note on the subject of PTSD and suicide while Peter the PTSD awareness penguin opens a comical outlet for those suffering. When analyzing the sources of the two social outlets, both can be seen as legitimate. Both sources are veterans, and who better to reach veterans other than veterans? The difference in the outlets lie in the audience. @globalcommunicationproject

[weliftingaddict-blog-deactivate]

Message, Research Activity #2, PH402

[munkeyneedsatreehouse-blog]

I agree with you that the smoking ad is more powerful in terms of emotion than the speed limit ad. The speed limit ad has statistics on it that, while very important and informative, it is much more statistical which doesn’t always have the same effect as ads that just strike your emotions. It touches on the Kotler approach which touches on price and product which is definitely conveyed as the price of smoking. @globlacommunicationproject 

[calilove619-blog1]

Message, Research Activity #2, PH 402

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

I think that the image of the lungs would evoke more fear in a smoker than a non-smoker which is probably why it doesn’t have so much of a fear in you but I could see where it would if you smoked or had a loved one that smoked. But I one hundred percent agree with you that the speeding image is scarier. I think the use of a child worked brilliantly to convey not only that you could hurt children but that you can hurt innocent people in general. I also agree that advertising the difference in speed limits is huge because, you’re right, it’s probably not common knowledge that 10 mph especially at such low speeds could mean the difference between life and death.  @globalcommunicationproject 

[munkeyneedsatreehouse-blog]

Messages, Part Four, Research Activity #4, PH 402

This is the anti-smoking campaign “Truth #FinishIt”. These ads are a clear model from the Kotler perspective. It conveys the 5 P’s better than the campaign objectives of the McGuire perspective. In this particular message, the price is the health of not only the smoker but their pets (a very successful approach). The product is the behavior change to save your pets lives if not your own. The place is everywhere, tv commercials, billboards, magazine ads, and public displays which can also be seen on commercials. Place is also indicative of the audience, as this campaign calls for the young generation to “be the generation to end smoking, #finishIt”. These commercials are played mostly after school hours on networks like MTV and VHI. The placement of all these ads are also the Promotion. The position of this campaign is that all smoking is harmful, not portrayed by this particular ad, but this campaign does advertise that anti-smoking includes hookah, vaping, chewing tobacco, cigars and cigarettes.

This anti-smoking ad is a model of the McGuire perspective. It announces what substances are in a cigarette, the advising is implied as the audience should know that these substances are incredibly harmful to the body. It activates action because it turns what could be seen by a smoker as a simple cigarette into all these poisonous things and spark action for change. It also advocates that there is poison in every section of the cigarette, a point of view that might not be wide spread. The ad also advocates, at least to me, the point of view that knowledge of the hazards of cigarettes is not a secret and this is portrayed in the cartoon approach to the image; for example, “you know they’re bad, this is why, so stop.”

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

Messages, Part Two, Research Activity #2, PH 402

This ad only has 2 colors, black and red. This ad is intended to scare into a behavior change. Black used in the ad represents death, and the fact that the lungs are made entirely of cigarettes, it also represents death by lung cancer. The red in the burning of the cigarettes/lungs represents danger and an urgency to change. This fear tactic ad is not graphic as these are not real lungs but brings a very clear message of the potential damage if one doesn’t change their behavior.

This image has 3 colors: black, gray and yellow. This is a fear oriented ad, conveyed by the use of a child to tell the message. The black represents death to convey the difference of 10 mph could be the difference between life and death. The gray represents authority, and the yellow represents caution; both of which are used to advocate that speed limits are set for a reason. The authority is also seen in the small yet prominent logo of the department of transportation. This ad is a scare tactic for people to not ignore speed limits, there is a reason that they are set the way they are. @globalcommunicationproject

[munkeyneedsatreehouse-blog]

Messages, Part One, Research Activity #1, PH 402

http://www.nhcsociety.ca/aids-awareness-week I chose this “announce” campaign objective because AIDS awareness week is coming up, and being a world-wide pandemic it is important to have a far reach with this announcement. 

https://www.helpstopthevirus.com/ I chose this “advise” campaign objective, again because AIDS awareness week is coming up and this site does a wonderful job of conveying the prevention, transmission, and treatment of the AIDS virus in a way that is easily understandable to the average Joe. it uses easy to watch videos about what is happening in your body and tips for prevention and easy to understand information about testing; both of which are huge.

http://www.thecentersd.org/other-resources/hiv-and-std-testing.html?referrer=https://www.google.com/  Again, in the spirit of AIDS awareness week, I chose this “activate” campaign objective, and I chose it for testing centers in San Diego County. This particular campaign is segmented for the LGBT community but I think it does a great job in getting the community to act on the information provided.

https://www.youtube.com/watch?v=ua5RrxvfVJU In keeping with the AIDS theme of this post, this is the “advocate” campaign objective through the 1993 movie “And The Band Played On” it is a bit outdated, but the message of just how fast this virus can spread, and how it can spread to literally anyone is a wonderful message to advocate.

Any of the above links could be used as “combined objectives”. The objectives of all of these links is to teach, raise awareness, advise for action, and all have the power to advocate for a point of view.

@globalcommunicationproject

[hi-im-anonymous]

Audience, Part Two, Research Activity #2, PH402

This Free Life campaign has segmented their target audience by demographics, specifically by age group, meaning young adults and adolescents. They have also segmented their audience by psychographics, specifically the lifestyle of their audience (i.e. the LGBT community). Their page also suggests that they have chosen an epidemiological/health segmentation by having a tobacco-free campaign, which is a major health issue. I believe that they may have chosen young adults within the LGBT community that use tobacco as their target audience because many times, as to my knowledge, the LGBT community is usually overlooked in the general campaigns for being tobacco-free; this campaign specifically targets the LGBT community to include them in the fight to be tobacco-free and I believe they did a great and effective job doing so. The links and pictures clearly displays those in the LGBT community (drag queens, etc.), along with “unique” stories that compliment the goal of embracing being different. This approach against tobacco targets and engages a community that would have otherwise been left behind.

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

I wasn’t sure if I agreed with the segmentation of this campaign because not everyone in the LGBT community can relate to a drag queen, which is their websites header photo, but I completely agree with the fact most tobacco campaigns do overlook the LGBT community and for that reason and the assigned questions, I agree with your stance. @globalcommunicationproject

[phstudentsd-blog]

Audience, Research Activity #1, PH 402

I believe that the #LeadTheBreak campaign is, in fact, the result of segmentation. It seems like the segments utilized are Demographic, Psychographic, and Geographic. The #LeadTheBreak campaign appears to try to focus on the college student demographic who party and drink over Spring Break. However, I believe that the campaign may have missed their mark, as it seems like the students who are actually posting tweets using the hashtag are not avid partiers or drinkers to begin with, and that they are using their break to be productive and do something to make a difference in the world.

I do think that the #LeadTheBreak campaign was a great attempt at trying to sway college students away from engaging in unhealthy and risky behaviors during the break; yet, I feel that it did not successfully reach the audience members are the most critical to influence. It appears that the campaign was only really utilized by the students who would not engage in those spring break behaviors in the first place.

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

I completely agree; I think that they segmented trying to reach their exact demographic but instead they reached students who already practice healthy behaviors. I do wonder, however, if the target was reached as secondary targets. Through the influence of the healthy students, the at-risk students may have been reached and they just never tweeted or hash-tagged. @globalcommunicationproject 

[munkeyneedsatreehouse-blog]

Audience Module, Research Activity #3, PH402

I think that the way that Mc Donald’s segments their target customers is very similar to the way that health communication targets it’s segments. First they segment geographically, such as serving chicken instead of beef in India; this is the same in the way of public health taking a role of global health and campaigning in response to the issues of certain corners of the world. For instance, it is good for the American (or any) population to know about the Ebola virus but it would be much more conducive to expend efforts on the Ivory Coast of Africa. Next they segment by age, gender, and income. This overlaps with the segmentation of public health in terms of covering your cough at an elementary school, teen pregnancy at a high school, free flu shots in a disadvantaged community, and prostate or breast cancer screenings for the corresponding sex. Mc Donald's, like public health campaigns, are trying to get the most reach with the most response; they want to appeal to everyone so everyone wants their product in the same way that public health wants to reach as many as they can so everyone can have better health behaviors. @globalcommunicationproject