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What San Diego should be doing better: there are only 7 pages liked there is no website Variety in posts by posting more pictures hashtags to expose their brand to more users length of posts between 100 and 500 characters

What San Diego should continue doing: keep the registered username specify information about themselves post on a daily basis posting links

What San Francisco should be doing better: Variety in posts by posting more videos Posting more than once a week

What San Francisco should continue doing: keep the registered username provide website information specify information about themselves like and interact with pages o a daily basis keep posts between 100 and 500 characters use hashtags posting photos

What one county is doing better than the other: San Francisco has a website, whereas San Diego doesn’t have one San Francisco has liked more than 10 pages, whereas San Diego has only liked 7. San Diego posts on a daily basis, whereas San Francisco only posts once a week San Francisco posts between 100 and 500 characters, whereas San Diego writes longer posts San Francisco is using hashtags, whereas San Diego is not

What both can do to improve: Milestones: San Francisco only has 1 and San Diego has 0 PTAT: with the amount of likes, both should be able to engage more of their followers Engagement Rate: In order to reach success on Facebook, both should have an engagement rate greater than 7% Boost engagement by: posting about current and engaging events, posting something funny, or trying Promoted Posts Timing: Posts published between 00-03(GMT) for San Diego and 03-06(GMT) for San Francisco engages more users Curiosity: they should ask more questions let fans post on their page

The County of San Francisco’s page has more likes than the County of San Diego’s page; however, San Diego posts 2.35 per day whereas, San Francisco only posts 1.55 posts per week. Perhaps it is due to the limitation of posts and/or the time of day when the post is posted. It may also be due to the content of the posts as well, which maybe the reason to catch people’s attention. In San Diego, the top posts were about the election, animals, Veteran’s Day, and the military, which targets the population of San Diego well because of the city being a big supporter of the military as we have many Naval and Marine bases. However, San Francisco’s top posts focused on the election and weekend plans like sporting events and movies, while promoting their public transportation. I think both pages segments and targets their audience population well; however, I think San Francisco’s content may be more interesting than San Diego’s because people like to find out things to do. Although San Francisco has more likes, San Diego’s engagement rate is higher, indicating that people are paying attention to the posts. I believe audience is engagement is more important than the amount of likes to decide effectivity because people can blindly like the posts without getting the message. The County of San Francisco has a higher population than San Diego and San Francisco is a business-driven city, which may influence how many likes the page gets because more businesses use social media to promote and advertise. San Francisco has more check-ins than San Diego, which may have a great influence on post content quality because check-ins allows the audience to learn more and go to the place that post is promoting. In addition, San Francisco varies its posts type as it may be more effective in grabbing and maintaining the audience’s intention.

5 recommendations for San Diego’s page: 1. Limit post for day because posting too much may be considered annoying to the audience and can cause the audience to skip posts. 2. Vary post type like San Francisco to keep the audience interested. 3. Post check-ins with things to do in San Diego as it catches audience likes. 4. Continue with engagement with audience to maintain audience interest as it may raise likes. Like different pages as well to network with other pages to promote and advertise. 5. Use hashtags in posts like San Francisco so posts can be easily seen by various audiences outside of San Diego and be on the search bar

5 recommendations for San Francisco’s page: 1. Continue to post check-ins with things to do in San Francisco as the audience likes these types of posts. 2. Increase engagement rate to promote and relate to audience to find out likes and dislikes, which will help in targeting and segmenting types of posts. 3. Increase “Likes, Comments & Shares” per post to increase engagement rate. 4. Increase posts per week to 2 to maintain audience interest and engagement. 5. Work on timing of posts where Facebook user peaks are high to get attention.

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.

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.

The DUI ad featuring actress Helen Mirren is in my opinion, is not a credible choice to use. While Ms. Mirren does a fantastic job in her tone saying her lines, especially the “If your brain was donated to science, it would be rejected” it leaves the audience to question her credibility. Her demeanor in this commercial comes off as sort of a “know-it-all older woman.” The target audience who watches football games (young and middle aged adults both men and women) would not take this message as seriously as Budweiser would want people to. Maybe after watching this commercial people will “give a damn” about not only their lives, but others, however this commercial would probably be better if they used an actual person who had a DUI and is suffering for their consequences as an emotional appeal. By using an emotional appeal, or “the peripheral route,” the audience will be more engaged if they see a person who could be their friend get badly injured from a drunk driver. It may not be the most happiest of commercials, but in order to get people to be aware of their actions we should have them exposed to a situation that will give them thoughtful consideration about their actions to drink and drive. 

Analysis Activity #1

Examine the following DUI commercial featuring actress Helen Mirren. Is this an appropriate choice? How much credibility does this ad have, and why?

( https://youtu.be/DX9JR1A7rf0 ).

            The DUI ad featuring Helen Mirren is an appropriate choice. The source holds credibility because of Mirren’s character and behavioral style. Mirren’s character in unfriendly yet honest. This ad is aired during the Superbowl in which the audiences targeted are men. She comes off as a “mother” role, in which she is knocking some sense into her son. Mirren shows that she too drinks. This shows her behavior and lifestyle. This shows that she is not condoning drinking only her distaste for drinking and driving.