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This is the course blog for PH 663 -- the theory-based, practical, action-packed Health Communication course for ace Health Promotion students in the Graduate School of Public Health at San Diego State University.
Week 1: Course intro & overview
-Health Communications
-Types of Communication
-Functions of Communication
Week 2: Labor Day-No Class
Week 3: How Theory Shapes Health Campaigns
-SMCRD
-Them/Us
-Who says/hears what
-Hierarchy of effects
-2 Paths
-"house"
Week 4: Formative Research Overview, Presentation Skills
-"Wrong reason" Health Promotion
-Uses & gratification
-Effects model
-Selectivity
-Formative research
-Active listening
-Focus groups
-Presenation skills
-Body language
Week 5: Understanding & Segmenting Your Audiences I
-Benefits and features
-Segmentation principles
-Types of Segmentation (Demographic, Geographic, Psychographic, Behavioral)
Week 6: Understanding & Segmenting Your Audiences II
-VALS segmentation
-PRIZM geographic
-Forward segmentation
-Backward segmentation
-Inductive
Week 7: Health Literacy
-Health literacy
-Functional literacy
-Levels of literacy (and %s)
-"Showing" vs. "telling"
-Plain language
-SMOG/FOG
Week 8: Message Strategies
-Benefits
-Barriers
-Model
-Types of messages (fear, testimonial, slice of life)
-Risk communication
-Gains vs. losses
-Reference points/anchors
Week 10: Advertising, Public Relations & Media Advocacy
Week 11: Web 2.0, Games, & Interactive Technology
-"media hound"
-Reporters NOT your friends
-Manipulation and ethics
-Find your voice
-Positioning
-"Top of mind"
-Web 2.0 (10 principles)
Week 13: Popular Culture and Entertainment
-Communication contract (presuasion/entertainment)
-Agenda setting
-Entertainment-Education Continuum
Week 14: Mini-Project 2 Presentations
LESSONS TO KEEP IN MIND FOR FINAL PROJECT
- The project should be a reflection of the objectives
- Remember that methods and strategies are distinct concepts
- It's ok to modify objectives and strategies... justify the change!
- Great job not reading from the slides!!!
26 comments:
Hello Everyone!
I particularly enjoyed the class yesterday. I thought not only was it wonderful to be outside for a bit (I have so many classes back-to-back that I hardly see the sun) I really felt a hands-on experience with segmenting our audience. I found it fascinating that we could be so different but all here for the same reason. I also though that it was interesting to face assumptions first hand. I really found the exercise where we were divided based on how important "health" is to each and every one of us. I happened to be on the side that did not place health as most important but how important it was not to assume that health may or may not be a high priority and that we cannot make that sort of assumption based on the segments. Also, how interesting the wording of questions can be. Someone may be segmented based on their definition of a certain word or phrase. Something to keep me thinking.
The video also gave me some food for thought. I really found it interesting that advertising can also act as positive feedback to individuals who have already bought the product being advertised. I have noticed that there is a certain pride people take when they are assured they have made the correct decision. In these cases the benefits and features can be synonymous with each other. I wonder how we can take a public health issue and make the benifits and features also synonymous using both heuristic and systematic thinking.
Wow...I was soo amazed how much time and effort companies spend to get us TO BUY! By the way, I want that psychologist's job (but only if it was in the fashion industry:). I found it sooo hilarious how men think they are such a SEX SYMBOL on a bike...PLEASE! I get soo annoyed when men are on a bike or in a car reving it....like someone actual cares! I also thought it was interesting that commercials reassure individuals when making purchases. I know I have felt so guilty when I splurge on jeans or an outfit that I really don't need. However, when I see an advertisement in a magazine...I feel the sigh of relief.
So we didn't end up talking about the VALS segmentation. The survey was fun (so those of you who haven't taken it...it will only take a second and you will find out something interesting). I was labeled an innovator and experiencer. Too long to talk about, but truely reveals what type of consumer I am.
Lastly, I loved reviewing segmentation outside the classroom. It really help solidify what it means by using all those examples and putting it to life. Have a GREAT NIGHT!
I can't believe it took 5 weeks for me to finally post a YouTube video in my blog! I still feel that "blogging" thing is still a little foreign to me. But hey, I posted a video this week! Anyway, I thought this video really related to our class topic this week of target audience segmentation. The video is very specific about targeting children to "get up" and move. It's a childhood obesity health communication campaign. I think it's very smart to use the main characters in Shrek, c'mon who doesn't like donkey! Correct me if I'm wrong, but do you know a 4 or 5 year old who doesn't know Shrek, donkey and Fiona. Just hearing donkey sing in this video made me want to get up and dance!
We covered many topics in class last Monday, from seeing a video on formative research that talked about learning the values, attitudes, and behavior of consumers to our outdoor group exercise on our target audience segmentation. One thing that really stayed in my mind was when Professor Engelberg emphasized the importance of "knowing" our own values, attitudes, and behavior as health promoters/communicators. I think it's true that if we are not aware of our own values, attitudes, and behavior we can perhaps try to "manipulate", in a bad way, a health campaign into what "we" think is the right path to take and ignore our target populations' needs. As we talked about in class, we might not feel empathy for our target audience. I know for sure that as a breast health educator and case manager of breast cancer patient, I was trying to feel empathy for the mix emotions, and grieving process that my patients feel during their diagnosis. However, I know that I could never ever put myself in their shoes due to the fact that I've never experienced what it is like to have breast cancer. I would not wish this disease on anybody.
Anyway, if you all have time, please view my first posted video, yes my first, on my blog mfuentebella@blogspot.com. I know it only took me 5 weeks to “learn” how to do this, but hey it’s a big accomplishment for me and I’m giving myself a big “pat” on the back!
Yes, Laura, thanks for reminding me of the “Ginko Balboa” class highlight for me also. I’m sorry Dr. Engelberg, but I thought it was the funniest ever when you keep saying “Ginko Balboa”! Oh well, I’m easily amused and I like to laugh!
Have a great weekend everyone!
Hello Everyone - I would like to start by saying that this coming Sunday 9/30 is the 2007 AIDS Walk to support programs for prevention and care in San Diego for HIV/AIDS. Registration is $35 and you can sign up at www.aidswalksd.org under "SDSU GSPH". Please email me at cwarner@rohan.sdsu.edu if you have any questions.
About today's class - I really enjoyed the video! I (much like Megan) found it was interesting that advertising actually serves the purpose of reassuring the consumer that they made the right choice in buying a product. I never had thought of it that way. A kind of positve reinforcement! Cool.
In addition, I found it interesting that people buy in order to satisfy a need. (Something that we should keep in mind when we are trying to change peoples behavior). How do we get people to think that they NEED to change? Do we tell them they are going to develop disease or die? (which I feel like we do a lot of in public health - smoking/cancer, poor eating/obesity) Or should we be telling people that they need to change in order to be sexier, more accepted, smarter, funner ( is that a word? =) ).
Lastly, I am a part of the climate change prject group, and I am really looking forward to talking w/ college students about global warming. I am curious as to other peoples views/how much they know/etc. It should be interesting. I am so used to talking about healthy eating and physical activity that this should be a nice change.
I hope everyone has a good week and maybe I will see some of you at the AIDS Walk?
PS - My blog was written after class Monday....thats why it says today =)
In the video this week I thought it was interesting to learn that we are exposed to 2,400 pieces of advertising per week. I never realized it was that much, which brings me to, how do we grab people’s attention? When we are constantly being bombarded, there is a limited amount of information that is actually absorbed. How do we make our messages stand out?
I really like the exercise we did on Monday outside where we segmented ourselves demographically (by gender), geographically (by where we live), psychographically (by our values and beliefs) and behaviorally (by what we actually do). It was really interesting to see that even though we are all in the same class and have similar interests in regards to health, that we could be so different in our values and beliefs on health. I thought was particularly interesting as students getting our master’s in public health that we rank health as something very important to us and most of us believe that exercising regularly is important, yet we don’t all do it. It makes me wonder, if WE don’t do it, how can we expect others (those who don’t even think about health regularly) to do it?
Ok...so even though the video we watched on Monday was a bit outdated, I don't doubt that psychologists today are still the same thing; only incorporating more and more "sexual" images to sell their company's products. Wow...society sure has gone a long way as I say that with much sarcasm. As Health Promoters, is that the route we need to take in order to get our messages sold to the public about improving their health?? It would be ideal to stray away from that type of mass marketing campaign but I have to admit it seems to work. Megan did bring up a good point that if we were able to take a public health issue and make the benefits and features synonymous using both heuristic and systematic thinking, health campaigns could be more successful at reaching out to the public as well as getting people more active when it comes to their personal health.
As far as 10,000pt assignment which consisted of trying to get people to open up to us was quite interesting. I learned that one aspect of trying to get people engaged is to find a common interest between you and the listener so they can partake in the conversation. Open ended questions can definately lead you towards finding out about someone and from there, it's all about active listening. This goes back to last week's exercise about being the observer, listener, and interviewer. How are you going to get to know someone if you do all the talking? I have that problem sometimes....haha.
It was really great watching the video about advertising and research. Since my boyfriend is in advertising I usually tend to pay a lot of attention to ads in general but I haven't thought much about the research that goes into finding out what exactly the consumer wants before going ahead with the ad.
The whole segmentation of sushi was a lot of fun..not only because it was indoors but also because it was interesting to see the different ways people can be segmented. I guess it's really important to segment the audience properly and not make any assumptions about them in order to have a proper health communication campaign
Like many others who have already posted their blogs, I also enjoyed the video on the research that goes on behind the scenes as commercials/advertisements are created. I very rarely devote my full attention to commercials, but my tv is almost always on when I am home, so unless the advertisers use a catchy auditory message, they will not be reaching me! I am amazed at how many do use good songs, funny jokes, etc., but do not bother to say the name of the product auditorily in the commercial. That tactic is probably used to get viewers to look at the screen out of curiosity and pay attention, but that doesn't work for me, so it probably doesn't work for others, either. The few commercials that I do see drive me crazy because they usually have NOTHING to do with the product they are advertising - kind of like the 7up commercial with the butterfly girl we saw in the in-class video. Maybe it's just me, and most people are able to connect flying insects with carbonated beverages...
Anyway, another thing that I have been thinking about related to advertisting health messages is something that we discussed in my Behavioral Medicine Seminar a couple of weeks ago, when the topic was obesity. We were talking about ways to get people to exercise - joining and going to the gym being one of the most automatic types of exercise we wanted to promote. Most commercials/advertisements for gyms are for the big chain ones like 24-Hour Fitness, and they definitely use the sex appeal (back-door or wrong way approach). Although they are appealing to younger, hipper crowds, they are missing a much larger segment of the population - namely, middle-aged and older people who are comparatively "average" and probably overweight, etc. If 24-Hour Fitness is happy with their membership numbers and "types" of members, that's fine for them. But no one is reaching out to the majority of the population - the people who REALLY NEED to go to the gym because of potential or existing health problems. When these people see the commercials of thin and/or buff, young individuals, they assume that all gym-goers (at all gyms) look like those people. As a result, they are intimidated, insecure, and ashamed of their bodies, so they don't even want to reveal their bodies in public by taking a walk in their neighborhood, let alone at the gym. So, in my opinion, the public health realm has gone too far with the "wrong-way" approach in this case, and perhaps they should attempt a "right-way" message for joining a gym (e.g., YMCA, Curves, etc.). How about a commercial with people of average weight (read: overweight or obese in America, where that's the average) working out and talking about how much better they feel and healthier they are, without even talking about the side effect of losing weight along the way? I think I'll get started on that...tomorrow.
The vespar test, as well as the video, pointed out that all consumer behavior is due establishing who we are: hipsters shop at Norstrom, non conformist don't shop, poor college students shop at thrift stores. Every single thing we buy is a choice made based on how others will perceive us. In my narsassistic wisdom I've chosen myself as an example. I bought a product called TOMS shoes. For evey pair of shoes purchased, they give a pair to a child in South America. I needed new shoes and instead of leather shoes, payless shoes, or bare foot I chose TOMS. I did this, in part, because I want to be viewed as the humanitarian. I'd say the only limitation to this theory is it reduces peoples consumption patterns to purley egotitical motives, that is to see and be seen with what they buy. Anyway, we didn't really get to that in class and it falls more in line with theory and ethics but I still think there are valid points to discuss based on the quiz taken online. I would like to know what others in the class are too.
I too enjoyed the segmentation by sushi lab. It demonstrated that segmenting an audience has some difficulties to it. There were some instances when I thought "Hmm, maybe I should be in that group, instead." I think that it was a good demonstration of challenges we might face when we try to segment the audience of our group projects. Just think of how difficult it may be if we try to segment an audience based on deep emotional issues, like abortion, religion, etc. I can see how difficult this task may become.
On to the film...It was interesting to see the reactions of the advertising team, after the report back from (don't remember her name) the psychologist. Prior to her research, the team was going one way with the ads-- technology, features of the bike. However, the psychologist exposed that the target audience didn't actually care about those aspects. They just wanted to look appealing on the bike-- like the "last cowboy". I think this happens a lot in advertising, and even health promotion campaigns. We are sometimes twisting our message at a completely wrong angle to affect the audience we want to target.
Hello Class
Great class on Monday , we need to get outside and get some fresh air more often!!! So Lets talk segmentation. Personally I was torn in that psychografically I believe that health is the most important, but hehaviorally I dont always act in ways that compliment my beliefs. I feel this is true in a lot of situations, and this highlights other influences that are equally if not more important in determining a behavior and thus crutial aspects of s successful health campaign. In regards to the video, I had never really thought of advertisements being used as positive feedback and reassuarnce techniques.. very interesting, but makes sense. If Im unsure if a product is anygood and I see it glorified on TV, I would be comforted. The same goes with a health message. Health messages can justify a healthly behavior or condone an unhealthy behavior. I like the idea of looking at the positives of behavior change versus the negatives of not changing the behavior, so lets accentuate the positive!!!! I beleive this concept has been more succussful anyway... As mentioned in class it is important to "know thy self" and what promotes me and apply this to a health communication. This can also help to identify bias. Today I attended a Food Stamps Outreach Collaborative meeting as part of our group project. The group meets periodically to discuss the pilot food stamps outreach progam and impliations for future programs. It was interesting in the meeting to hear the committee members speak of barriers experienced by the target population and the importance of personalizing health messages to the target group. Hmmmmmmm sounds familiar, now where have I heard that before?????
I hate to start again with the same thing...but there is no other way to describe the experience you get in this class..its simply awesome. I had an idea how the companies work a lot on their advertisments, and do a lot of research. That's why they are called the 'Dream Merchants'. Their ads are made depending upon, whether they want new customers, or the existing pool of customers in the market to switch brands and buy their product. Its also how different, marketing strategies are in different parts of the world..like in India, its not ethical to make it obvious in your campaign that your product is better than the competitors, and you can't use of the specific names of your competitors. I guess, its totally fine here. Like I remember the ad for Hyundai Sonata..where it compares the sonata with Lexus, and in the end it says Sonata doesn't parallel park on its own, but for the price you pay for Lexus, you can have Vallet parking for the rest of your life!!
Interesting was the Segmentation part. It helps you to focus and tailor your campaign, and thus give it the realistic chance of being really successful. I am really excited to see how to use and apply these principles in actual settings..they might seem to be very obvious now, but I am sure, it would be pretty hard to implement them.
I hate to start again with the same thing...but there is no other way to describe the experience you get in this class..its simply awesome. I had an idea how the companies work a lot on their advertisments, and do a lot of research. That's why they are called the 'Dream Merchants'. Their ads are made depending upon, whether they want new customers, or the existing pool of customers in the market to switch brands and buy their product. Its also how different, marketing strategies are in different parts of the world..like in India, its not ethical to make it obvious in your campaign that your product is better than the competitors, and you can't use of the specific names of your competitors. I guess, its totally fine here. Like I remember the ad for Hyundai Sonata..where it compares the sonata with Lexus, and in the end it says Sonata doesn't parallel park on its own, but for the price you pay for Lexus, you can have Vallet parking for the rest of your life!!
Interesting was the Segmentation part. It helps you to focus and tailor your campaign, and thus give it the realistic chance of being really successful. I am really excited to see how to use and apply these principles in actual settings..they might seem to be very obvious now, but I am sure, it would be pretty hard to implement them.
Returning to the topic of personal relevance...the marketing video really made my head sort of spin in the way that people research their target audience---for something (I perceive) as unimportant as motorcycles. Ok, ok, I know there are many Harley Davidson owners who might perhaps disagree a smidge with me. Anyway, I was talking to my friends after class and brought up the fact that I had NO idea there was an entire separate profession for psychologists in marketing. I wonder if anyone who is first beginning to study psychology thinks about this type of job. But now that I have been exposed to this aspect of marketing...I can imagine this kind of work going in to almost any product (Spam anyone?)
I really enjoyed the segmentation activity--well, both the actual exercise and the chance to get outside and move around. I don't think I've gone outside for class since my German professor used to lecture outside at undergrad. Why don't more teachers do this? I get sleepy if I sit for too long...something to keep in mind if I ever conduct a focus group.
Ok, because I lived in this part of the world for 2.5 years, I found this story particularly interesting. A mom in Siberia gave birth to her 12th child at a paltry 17 lbs! Here's the link to the story: http://www.msnbc.msn.com/id/20995289/wid/11915773?GT1=10412. Don't worry about the blue stuff on Nadia's belly-it's called zilionka and it's used sort of like our Neosporin-type topical ointments. I had many a student come in with blue stuff on hands, faces, legs...they even put it on broken bones--good times.
Successful, sophisticated... yep, that's me, I'm an innovator. :) The VALS survey was fun and interesting; especially when I had my friends take it. I never thought how much time and money goes in to finding out what kind of consumer I am. The more I think about it; I wonder if this kind of research goes beyond manipulation?
In the video, field research was conducted to see how people felt when riding on a motorcycle. It's like the motorcycle gave them a “sense” of power, sophistication, and sexual magnetism. Hello??!! Come back down to reality… you’re not Jesse James. However, these feelings were then exploded by advertisers to sell more motorcycles and it worked. I find myself having mixed emotions about this; awe yes, yet another ethical dilemma. This is something I will need to think about further.
Segmentation by Sushi ROCKED! It really helped me get a handle on how complex an audience can be and how important it is to make sure you are asking the right questions.
Crystal I'll see you at the AIDS Walk!!
Hi all,
Well I will go with the trendy topic- I did enjoy the Sushi activity. It was interesting how revealing my answer the 3 times per week for 30 minutes question was. Personally, I prefer to think that this wasn't just inherent laziness. I've never been into overly anti-conventional thinking (although my VALS typology says differently). In this case though, I think that the 3 days/30 min. mandate is too prescriptive. Public Health should work on organically adding interventions instead of prescribing the same thing for everyone. That's my opinion. I'm more likely to increase incidental physical activity than waste money on a gym membership I never use. And I am definitely not alone!
Spill You Guts Part II.
So, this week we were supposed to use our formative research techniques (body language, eye contact, open ended Qs, etc.) with strangers outside the health promotion program in order to get them to talk. We were also supposed to bring up some kind of health message. Each one of the strangers that I used my techniques on this week made me laugh. I learned that one of the easiest ways to get people to start talking about health is to mention that I am a public health grad student working for an obesity prevention research project. Right away each of the strangers went off on how fat America is, and made it quite clear how healthy their families are. One of the strangers I was talking to was a man at the car wash. He had just eaten lunch from the in-n-out next door, had a strawberry milkshake in hand, and was bashing on McDonald's and TV. He then went on in detail to explain both his exercise regimen, and the reason for his red and white, palm tree covered to-go cup. Another woman at the grocery store had me look inside her shopping cart to verify that she was a healthy eater. Ha.
Segmentation by Sushi
As always, lab was fun. Not only did I get a better understanding of segmentation, but I also learned a little more about my classmates. 'Segmentation by Sushi' showed me many different ways of breaking down your population. It also showed me assumptions and stereotypes we make based on how we group our target audience. For example, when we divided into groups based on geographic location of our houses, one student said that the students who lived at the beach were "partiers". A smarter student (Kidding, Saps!) said the beach people were probably already active since most people who live near the beach spend time outdoors riding cruisers, walking, surfing, etc.
Again, another informative and interesting class!
Hello All,
I'd have to say I look forward to this class every week. I'm going to comment on what a lot have already commented on, which is the video. Yes, the video was older but still relevant.
What I learned from the video was: (a) connect with your audience as best as possible. This could include things such as change in wardrobe.
(b) as one classmate commented on - reassure the tgt audience that the choice they have made is the right one (positive reinforcement, right?) so to increase the likelihood that they will continue the behavior; whatever it may be.
(c) I wrote something down in my notes regarding campaigns targeting multiple populations. Upon hearing this my mind kept referring to one of the in class group projects where we had to develop a campaign for either seniors or teens. The group project that stuck out was the Hannah Montana group bc they were targeting 2 segments within their target population.
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Lastly, in the video we saw how companies capitalize on stereotypes of men on bikes being portrayed as rebellious, risk takers. I'm sure they also capitalize on truths (i.e. top speed of the motorcycle or how long it takes to go from 0 to 60mph). But I'm curious to know how often, than not, do ppl in the public health capitalize on stereotypes (if at all) compared to the truth.
ciao.
The segmentation exercise was interesteing. It really made you understand how many different ways there are to distinguish what group of individuals we want to focus on when designing a helaht promotions campaign.
As for the video we watched about advertising...It amazes me to see how much really goes into designing a campaign. Who knew these companies actually had psychologists on staff! Danette, I completely agree about the Sex Symbol thing. I'm more annoyed than turned on by a man on a motorcycle revving his engine.
The point about the advertisements making us feel reassured about a purchase we have already made really hit home. I always have buyers remorse!!
This week in class we discussed our "Spill Your Guts: Part 1" assignment. For those not in the class, this is an assignment that we did to see how many strangers (a minimum of three) you can get to spill their guts to you by using the formative research skills we learned in class two weeks ago. A lot of people had some great stories about how they were able to get perfect strangers to have a conversation with them. Now I am going to be honest, I didn't talk to three people. I only did this once. I happen to find small talk with strangers one of the most awkward situations!
But I decided to give it a try again this week with "Spill Your Guts: Part 2". As an athletic trainer at USD I travel with the teams to away games - right now the football team. This week we are in beautiful Indianapolis, Indiana to play Butler University! Coming out here on Thursday our flight was delayed two hours so I thought it was the perfect opportunity to get someone to spill their guts. So I started talking! Now this time I kind of cheated because I was talking to my own athletes - but on a team of 95 there is no way for me to know every player well so I chose ones that I don't talk to very much (mostly freshman!). The goal this week was to get people to talk about their health. I must admit that I am probably at an advantage as medical personnel but everyone I talked to just opened right up!
Then I started thinking about it and I realized that even people that are not athletes at USD and I don't know well ask me very random questions when they find out that I am an athletic trainer. And while it is flattering that people think I know a lot - I am not a doctor and don't know everything! = ) Half of the time I can't even answer their question and tell them to call their physician. I think it is so interesting that as soon as people find out that you know a little bit more about the body or health than they do that they are very open about their own health. I think we could use this to our advantage when doing formative research. As long as people are comfortable with us they will tell us whatever we want to know! Of course after we convince them that we know what we are talking about! So this just may be another tool for our formative research toolbox!
This week, class focused on how to segment groups so that we can target our messages for specific audiences.
The video we watched really got me thinking about different ways to interview and learn about populations. I thought the psychologist did a good job getting depth from really different types of people. She really showed how important it is to be able to relate to people and open them up to create messages that will attract people and reinforce the campaign goal. Knowing how far ahead advertising and corporate sectors are from health in that arena is frustrating though! It's clear to see that their messages are sticking more concretely in consumer's minds that those from public health.
I thought the expanded demographic survey used was interesting... I've never seen a survey that coupled motivations with demographics to determine a personality type. I wonder how widely used these survey results are in health comm campaigns. They seem like a good place to start when beginning any new program where the audience could be massive.
Last week's class was great. During the segmentation excercise we did outside I noticed a few reactions I had.
First, I was quick to steryotype people in the groups to which I did not belong. This was especially true for the geographical segmentation. I love my neighborhood and living centrally is a big part of my identity. I saw again in the excercise how I hold a lot of judgement about suburbs and commuting, and by extention suburbanites and commuters.
On the flip side, I felt judged when I stood as one of the "do not excercise 3x/wk for 30 min" group. As people were offering their ideas about how to get our group to excercise more, I felt angry becasue I felt like I was not understood, no one had asked my why I put myself in that group before composing plans to motivate me to excercise.
It was a good experience to do this excercise and take a look at these feelings, and how I can use the experience to inform more empathetic formative research efforts in the future.
Laura S. comment:
September 25, 2007 2:19 PM
Today was an interesting day.
We watched something on advertisement and who to focus on. I liked how it showed formative research. I know a lot of companies pay a lot of money just to have a good advertising campaign. Some do it by focus groups and interviews and other just do it for the memory factor.
Like the FIVE gum that Dr. Engelberg showed the class:
The logo has nothing to do with what the gum does. Good advertising.
Wow... I need that gum.
I love how it really pushes how the gum is supposed to feel. I swear, if I don't feel that way, I'm suing. Just like RED BULL GIVES YOU WINGS.
Today, we learned Benefits vs. Features. A lot of advertising gives both the features and benefits of things... or just the benefits. Like the Kamasaki, it just showed the benefits of having a motorcycle, not much of what the system is.
My favorite benefits and features are the MAC commercials. It told the details and benefits and even showed it by funny comics.
More on my blog...
lsirikul.blogspot.com
Favorite part of class:
Dr. Moshe saying "Ginko Balboa" instead of "Ginko Biloba"
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