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@globalcommunicationproject

Analysis Activity #1

When comparing the web page for the city of San Francisco to the city of San Diego, there are some major differences. The city of San Diego seems to be more active with about 2.35 posts each week, while SF only posts about 1.5 posts per week. I do feel that SD is better at trying to keep relevance to what is going on around the city. This past week, they had two posts about veterans and veteran’s day and they had two posts about the elections, with a random post in between. San Francisco has only posted one thing in the past two weeks and it was an inspirational quote. They only got 25 likes on the post and no comments. The other post was posted in October and it was about the voting deadline with only 5 likes. The city of san Diego averages about 53 likes per post with one post from last week reaching 115 likes (Veteran’s day post).

City of San Diego

1. They should post more frequently in regards to things are that happening locally, since they only post about 2.35 times per week

2. They should target certain demographics for certain posts and try to be relatable to the audience that they are trying to reach.

3. They should also start using hashtags and start sharing posts from other pages that they think might be relatable to some of their target audience. Using hashtags will allow those who are looking for certain hashtags to be able to find your posts.

4. The city also needs to start responding to the comments that are being made on the page because if not, then it could deter the audience

5. They should publish posts between 4-8 pm, which are the times that most people will be getting out of work and will most likely be on their social media accounts.

City of San Francisco

1. The city of San Francisco needs to build a better following base and needs to assess the type of demographics that they are trying to target.

2. They already use hashtags, but they should use more hashtags that are hopefully more relevant to the target population that they are trying to reach.

3. Although they do use hashtags, they only post about 1.5 times per week, which is less than SD county. This will not allow them to build that social connection they are seeking.

4. They should also try to check in to more places that they host events at  so that those who do follow them see that this page is relatable and also promotes such events

When comparing San Diego and San Francisco County’s top 5 Facebook posts, the first thing I noticed is that San Diego had more posts that were updated recently in their top 5 than San Francisco had.  More people liked San Diego County’s posts within the past month than within the San Francisco community. Another thing I noticed right away was that San Francisco’s top liked posts were more community involved versus individually involved posts. Something that San Diego can work on is posting more about what the community is doing at any given time. San Diego has some great community aspects around it such as Petco park and the Padres Foundation, Quartyard in the Downtown area, multiple dog parks, and lots of craft breweries that love to honor themselves. There are multiple events going on at any given week and San Diego would be at an advantage if they posted more about what the community it doing around it. San Francisco on the other hand didn’t have as many likes or share as San Diego did. It would be beneficial of them to possibly post things at a critical time or hour to gain more attention from the Facebook user.  If San Francisco could improve their likes, comments and share rate, the articles are more likely to pop up more frequently on a persons page as advertisement. One thing that San Francisco had on San Diego was a high character count per article. This can be a benefit or a downfall to gaining attention of a reader. Some people prefer an article to be short and sweet and others like tons of details. I think it would be beneficial for San Diego to vary their article size more often. It might attract other readers and thus encouraging more likes, comments and shares. One final thing the County of San Francisco can improve on is how frequently they post. In comparison to San Diego, the County of San Francisco post almost half as much as San Diego does. This relates to videos, links, articles etc. If they could increase how often they post it would increase the viral activity among their community.

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.

Sell Example: 

https://www.youtube.com/watch?v=eYvOgnabABU This piece is and old commercial with the goal of selling cigarettes. It used the popular cartoon The Flintstones and based the commercial in white and black making it look “cool” to smoke. This is a commercial directed to a wide range from young adults to even adults since it uses a commercial typically watched by the younger population. In the past, cigarette commercials showed its audiences that it was acceptable for anyone and everyone even everyone’s favorite Flintstone superstars; like Fred.

Inform Example: 

http://timesofsandiego.com/politics/2016/11/07/cliffhangers-may-follow-big-burst-of-early-results/ This is a news articles from Times San Diego goaled in informing its audience on early results on the presidential election. It focuses on informing its audience on the results of the early votes that were done before election day. I believe the inform article successfully informed its audience on the status of the election that could end up changing American lives very soon.

Change Behavior Example: 

This is goaled towards persuading people to wear helmets when riding their motorcycles. I believe this is the goal of the piece since it shows half a skull emptied and states that is 100% dead helmet since it has no type of protection. I believe its destination is aimed at reducing the third leading cause of death which is motor vehicle accidents. I believe this ad matched its change behavior channel perfectly since it’s focused on a health promotion campaign.

Entertain Example:

This is goaled in entertaining its male and female audience. Although, it is goaled on increasing contraceptive use by the male population. It’s entertaining the fact whether a male would be more considerate/careful when using contraceptives if they were the ones who ended up carrying the baby. I believe this entertainment ad successfully entertained its audience and also effectively persuades males to be more cautious and use condoms/contraceptives.

I choose this social health marketing that uses Kylie Jenner, a 19 year old billionaire that many young girls look up to for inspiration, in which she advertises the tea, “Fit Tea” to her audience. Usually, when a person uses a detox tea for dieting, that tea has an ingredient herb known as senna. According to Truth in Advertising, Senna is FDA approved for treating the occasional constipation, and contains chemicals that irritate the large intestine to cause a laxative effect.

By using Kylie Jenner as the spokesperson or face of “Fit Tea,” it goes pretty far in exaggerating the belief that she uses this product. Whether she uses the product or not, she is getting paid so much money to promote “Fit Tea.” This causes so many young women to want to buy this product because they believe that the can achieve the same body type as Kylie Jenner if they drink this tea.

A better choice to make young women or girls get the body they want is to advertise girls with real bodies exercising and eating a balanced diet. It may not be lavish as Kylie Jenner may be portrayed, but at least this type of campaign would be realistic to the average young woman to be encouraged to run outside more, go hiking, and understanding what types of nutritious healthy meals are good to cook and or eat.

Example of Campaign Objective 1 – Announce

This is a good example of the first campaign objective (announce) because it directs individuals as to where and when they can obtain the health services provided by the Gilmer County Health Department’s Health Fair, the types of services they will offer and how much they will cost. It also provides a number that all interested individuals can call for additional information and motivation.

Example of Campaign Objective 2 – Advise 

The above is a good example of the second campaign objective (advise) because it provides a simple, factual statement about the benefits or positive impact of getting vaccinated. Not only does this piece of advice reinforce existing knowledge that everyone should receive his or her flu shot each year but it also presents potentially new knowledge by specifying how many influenza-related illnesses were prevented due to the vaccine during the 2014-2015 flu season.

Example of Campaign Objective 3 – Activate

http://www.prnewswire.com/news-releases/ralphs-and-feeding-america-partner-on-campaign-to-fight-influenza-and-hunger-300323332.html

The above link leads to an article that discusses the partnership that Ralphs has made with Feeding America to prevent the spread of both influenza and hunger nationwide. This new health and wellness initiative is a good example of the third campaign objective (activate) because it helps motivate or persuade individuals to get their flu shot. It does so by expressing that “Ralphs will donate one meal through the Feeding America network of food banks for every flu shot administered at its in-store pharmacies” (PR Newswire, 2016). This may influence more people to get their vaccine because in doing so they will be helping those in need.

Example of Campaign Objective 4 – Advocate

Even though it is old, this is a good example of the fourth campaign objective (advocate) because it is a public demonstration that readily embraces and promotes the women’s suffrage movement. This image shows women marching for the right to vote during the presidency of Woodrow Wilson.

Example of Campaign Objective 5 – Combined Objectives

The above is a Budweiser commercial that aired in 2014. It is a powerful 60-second ad that includes three of the campaign objectives: advise, activate and advocate. This video achieves the “advise” objective by reinforcing existing knowledge that one shouldn’t drink and drive and reminding the target audience that #FriendsAreWaiting for them to get home safely. This video achieves the “activate” objective by motivating or persuading the audience to act on the advice presented. They do so by appealing to the audience’s emotions. This emotional content is called the “heat” of health communication. Finally, this video achieves the “advocate” objective by embracing and promoting responsible drinking. Because this ad was created by a beer company, it carries a lot of credibility and integrity thus allowing it to resonate deeply with the target audience.

I believe that in this ad, it is definitely announcing the audience that there are websites that they can go to in order to learn more tobacco-free retailers. In addition, the ad is also sending a message by advising parents to look into stores that do not sell tobacco products in order to get their children away from that environment. Overall the ad the sending the message too that people should activate and start shopping at retail stores that are tobacco free. In regards to Kotler’s 5 P’s, it does a great ob in place for the ad. The ad is on a website that is gives advice to mothers (http://www.themommy-files.com/2015/01/shop-tobacco-free/). This is a great place for putting the ad, but it also singles out fathers who also shop for their children. However, by just looking at the ad, it is directed to parents of children and is promoting the message that people should become more aware of which stores are tobacco-free.   

In the ad above, it is advertising the beer that is actually alcohol-free. The audience of the message is clearly for pregnant mothers and they are selling the alcoholic free product but it can also give off the wrong message. If I didn’t look into what this ad was actually for, I would have initially thought that this is horrible ad that trying to create awareness for pregnant women and drinking, but it is actually doing the opposite and promoting a product that pregnant women can drink. Although this ad is advising its audience that pregnant women can drink that brand of beverage without it having any alcohol, the ad is overall confusing and can send the wrong message to its audience.

When comparing both ads to each other and taking into consideration both Kotler’s and McGuire’s models, the tobacco retailers ad does a more effective job on making it clear who its audience is and sending their message to the audience.