The document provides guidance on selecting powerful images to engage potential supporters for a cause. It emphasizes that the human brain processes visual information much faster than text, so images are crucial. It outlines best practices for choosing high-quality, emotionally compelling images that are relevant to the campaign message and motivate the desired emotional response and action from viewers. Guidelines include using clear photos of people or animals, a single focal subject, and images that depict the problem and call for action. Both positive and negative images can be effective if used appropriately.
Using the StoryBrand messaging format, I analyzed existing Facebook ads for a Fitness company. After each analysis, I created a new version of the ad copy based on recommendations from the StoryBrand structure.
Facebook Ad Analytics, Optimized CPM and FBX Remarketing: Oh MyJohn Lee
Facebook provides tools for advertisers to track conversions from Facebook ads to their websites. With conversion tracking, advertisers can optimize Facebook ads based on how different ad elements like age, gender, image and message affect website activity and conversions. Advertisers can also use optimized CPM bidding to lower costs. Case studies showed this reduced costs per action by 52% and costs per lead by 33%. Remarketing on Facebook works similarly to display remarketing and can generate conversions at lower costs than other channels. The future of Facebook remarketing includes new ad formats and expanded targeting options.
Your brain on stories - Deb Gabor of Sol MarketingDeb Gabor
Humans have always told stories to understand, share and recall knowledge. Deb Gabor of Sol Marketing, brand dominatrix and investor pitch whisperer, shows us how your brain reacts to information. Learn how to connect emotionally to stimulate the irrational unconscious brain and harness the power of storytelling.
Images can attract audiences and increase engagement. They grab people's attention whether in print media like newspapers and magazines or online. Publications strategically place compelling photos next to headlines and on covers to entice viewers to read articles or buy issues. While images can increase audiences and sales, they can also negatively impact body image by promoting unrealistic standards of beauty.
This document discusses using images and videos to inspire positive change in behaviors. It references goal setting theory and research showing context-specific goals are more effective than non-specific goals. Videos and images viewed unconsciously can impact behaviors through implicit motives and attitudes. The One Million Visions project aims to have young people create short videos about their vision for a better future to share via social media in hopes of inspiring positive change at a large scale.
Psychological Insights Into the Brain That Will Improve Your MarketingSelf-employed
The better you understand the human mind, the better you’ll be able to persuade customers to convert. And, if you think about it, marketing is really about applied psychology.
What this means is that buyers act in certain ways because they’re wired to do so.
Using the StoryBrand messaging format, I analyzed existing Facebook ads for a Fitness company. After each analysis, I created a new version of the ad copy based on recommendations from the StoryBrand structure.
Facebook Ad Analytics, Optimized CPM and FBX Remarketing: Oh MyJohn Lee
Facebook provides tools for advertisers to track conversions from Facebook ads to their websites. With conversion tracking, advertisers can optimize Facebook ads based on how different ad elements like age, gender, image and message affect website activity and conversions. Advertisers can also use optimized CPM bidding to lower costs. Case studies showed this reduced costs per action by 52% and costs per lead by 33%. Remarketing on Facebook works similarly to display remarketing and can generate conversions at lower costs than other channels. The future of Facebook remarketing includes new ad formats and expanded targeting options.
Your brain on stories - Deb Gabor of Sol MarketingDeb Gabor
Humans have always told stories to understand, share and recall knowledge. Deb Gabor of Sol Marketing, brand dominatrix and investor pitch whisperer, shows us how your brain reacts to information. Learn how to connect emotionally to stimulate the irrational unconscious brain and harness the power of storytelling.
Images can attract audiences and increase engagement. They grab people's attention whether in print media like newspapers and magazines or online. Publications strategically place compelling photos next to headlines and on covers to entice viewers to read articles or buy issues. While images can increase audiences and sales, they can also negatively impact body image by promoting unrealistic standards of beauty.
This document discusses using images and videos to inspire positive change in behaviors. It references goal setting theory and research showing context-specific goals are more effective than non-specific goals. Videos and images viewed unconsciously can impact behaviors through implicit motives and attitudes. The One Million Visions project aims to have young people create short videos about their vision for a better future to share via social media in hopes of inspiring positive change at a large scale.
Psychological Insights Into the Brain That Will Improve Your MarketingSelf-employed
The better you understand the human mind, the better you’ll be able to persuade customers to convert. And, if you think about it, marketing is really about applied psychology.
What this means is that buyers act in certain ways because they’re wired to do so.
This document explores the capabilities of the Haiku Deck presentation tool, including adding charts and images to slides, changing chart types, and limitations around layouts, charting options, and spell check. While layouts and charting are limited, it notes the tool provides stock imagery, cloud access, and is easy to use, concluding it will see some utilization.
Properly Use Images to Power Your WebsiteMary Iannotti
The document discusses optimizing images on websites to improve load speed and user experience. It begins by highlighting the benefits of relevant images, then discusses challenges like confusing images, copyright issues, and slow load times. Various techniques are presented for optimizing images, such as resizing images, choosing appropriate file formats, compressing file sizes with tools like PicMonkey and GIMP, and using additional compression tools. The document stresses the importance of load speed and provides tips for determining proper image dimensions and using developer tools to inspect website images. Overall, it provides guidance on how to properly use and optimize images to improve a website through faster load speeds and a better user experience.
This document is a dissertation submitted by Josephat Gerald examining the contributions of formal social security schemes towards worker's welfare in Tanzania, using the National Social Security Fund (NSSF) in Kinondoni Region as a case study. It provides background on the development of social security globally and in Tanzania. It discusses challenges facing social security provision in Tanzania including low coverage rates and issues members face with benefit withdrawals. The dissertation will analyze data collected from NSSF management and beneficiaries to evaluate the objectives of determining contributions of NSSF towards worker's welfare and challenges faced.
Brain science and web marketing go together. And anyone can learn how to do it.
In this presentation, we’ll review the neuromarketing research, case studies and web marketing tactics that work with natural, human behavioral tendencies.
• Herds, halos and the science of social proof
• Context, contrast and color
• Fear, loss and scarcity
• Eye tracking, color and visual prominence
• Writing copy for busy minds
We'll reveal secrets of the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.
The ideal attendee has 2+ years of digital marketing experience. Space is limited. Register before your competition does.
Learn the secrets of the brain, behavior and marketing. We’ll break down the marketing tactics that work with natural human tendencies. If there are humans in your target audience, this presentation is for you.
Neuro Marketing - The right brain & brand. wolfgang
This document discusses neuromarketing and how communicating ideas can impact the brain in different ways. It suggests targeting the right brain to help people feel at home with ideas and see things from new perspectives. The document encourages the reader that they are a winner and thanks them for their interest in these concepts.
The Power of Images - Canva & BuzzSumo WebinarBuzzSumo
Slides from our webinar with Canva on what we learnt from analyzing 100m posts. We outline why images work, why your Facebook posts need images, why the optimal ratio of images to words in a post is 75-100, why picture list posts go viral and how to use picture list posts in your content marketing.
AMA: The Art and Science of NeuromarketingSheridan Orr
This document discusses neuromarketing and its applications. It begins by asking if neuromarketing is "voodoo science" and then provides examples of how neuromarketing has been used, including by Emerald Nuts for a Super Bowl ad that failed. It also notes that Apple products activated similar brain regions as religious imagery. Finally, it suggests lessons that can be learned from neuromarketing, such as the importance of emotion, novelty, and motion. The document requests a budget for neuromarketing equipment and staff.
The Art of Research: Using the power of images to increase the value of the D...InSites Consulting
DIESEL recognizes the need for social currency among today's increasingly digitalized Generation Y and is focusing its efforts on Pinterest as the ideal location to inspire and connect with females within their desired target demographic. DIESEL is known for tapping into subcultures with self-aware marketing, which is also the case on Pinterest. The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display.
As a fashion company, DIESEL can use Pinterest as a brand-building exercise where they can tell the brand story, showcase DIESEL’s many facets, display individual collections and campaigns and where anyone can learn what the brand stands for. DIESEL launched its Pinterest page in the early days of the platform. Over the last year, they maintained their boards merely as a mirror of their Facebook content. The strategy was to showcase their collection as a lifestyle brand.
Early 2013, the growing popularity of the platform brought Pinterest into strategic focus in its own right. Additionally, considering DIESEL’s strategic decision to augment its focus on communicating with women and the fact that Pinterest is more used by women, DIESEL wanted to focus its efforts on Pinterest to use it as a valuable communication channel to connect with this female target group online. In order to optimize the platform for brand activation, instead of a repository of Facebook content, there was a strong need for insights on the best digital strategy for the DIESEL Pinterest page.
Keynote address (Feb, 2016) to the educators in the Fort Nelson school district. We all know that we cannot teach a child without a concection... without a relationship. In the hustle and bustle of our jobs as educators, we often forget our why, the reason we got into education, of trying to make a difference with kids. In this talk, 6 Keys to Connecting are shared and discussed with the challenge of creating a more positive climate and better connections with kids in our classrooms, schools, and organizations.
This document analyzes various advertising campaigns based on their creative objectives and methods. It examines campaigns from Bent Water Brewing Co., Crest, Animal Welfare Institute, The Urban Mutt, Squirrel, Women's Aid, Gymbox, and Ali Cafe. For each campaign, it identifies the advertiser, campaign details, creative method used, and provides an analysis of how the campaign achieves its objective according to concepts from the textbook "Advertising & Integrated Brand Promotion." The document aims to define brand images, situate brands in social contexts, scare consumers into action, persuade consumers, link attributes to brands, leverage social disruptions, affect consumer feelings, and transform consumption experiences.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
The document provides guidance on developing an effective advertising campaign, including appealing to emotions, crafting convincing messages, continually refreshing campaigns over time, and testing message effectiveness. It discusses techniques like focusing on a single benefit, personifying products, and telling narrative stories. The key is creating advertising that states facts but also appeals to emotions. An effective campaign also requires supporting marketing and sales promotion.
The Digital Marketer's Guide to Effective imageryFilipp Paster
This document provides 12 tips for using imagery more effectively in digital marketing. It discusses finding stories that provoke emotion and want to be shared, using meaningful images that connect with audiences' emotions, matching brand values in visual content, letting images "breathe" with white space, featuring real people with raw emotions, and using different social media like Instagram and Snapchat with custom visual content to differentiate a brand and reach various audience segments. The overall message is that imagery is key to great content and that understanding how visuals affect emotions can help create content audiences want to share.
The document provides an evaluation of Jamie Mellors' advertising campaign against horse racing.
The campaign aimed to raise awareness of animal cruelty issues in the horse racing industry through posters. Jamie believes the posters successfully conveyed the message to not ignore problems in the industry. One poster in particular featured famous sports players and statistics to compare horse racing safety to other sports.
Jamie notes some limitations in communicating the desired outcome of the campaign. While the goal is to ultimately shut down the industry, more realistic aims may be changing attitudes and decreasing financial support. Audience feedback helped identify ways to clarify calls to action. Overall, the techniques used were effective at influencing opinions, but a balance of shock and subtle approaches may reach the largest audience.
The document provides a branding proposal for One Piece Hair Studio. It includes an analysis of the target audience, competitors, and digital marketing landscape in Indonesia. The proposal outlines strategies to increase brand awareness such as creating digital content like tutorials and contests on YouTube and social media. It also recommends optimizing the website with customer reviews, online chat, and consistent branding across online and offline channels to provide a seamless customer experience. The goal is to differentiate One Piece Hair Studio amongst competitors and strengthen its brand impression.
Ad parlor connecting creativity and dataTuristicae
This document provides 10 tips for creative best practices for Facebook advertising:
1. Expressing context is important for mobile app install ads to clearly show the intended action.
2. For right-hand side ads, utilize the available space effectively to attract attention.
3. Warm colors like red and orange will make ads stand out against Facebook's blue background.
4. Bigger ad formats like photo posts have more impact than right-hand side ads.
5. Test different image cropping and framing to engage viewers.
6. Unconscious cues in images can influence users.
7. Find a fresh creative angle that differentiates your brand.
8. Continually experiment and test new creative elements
A presentation on Public Relations in Integrated Marketing Communication and Advertising, showcasing various aspects of PR including functions, advantages, disadvantages of PR and case studies to further reinforce the points made in the presentation.
Local Business Marketing Tips for Social Media EngagementRudy Labordus
Local businesses can increase social media engagement by paying attention to data on which posts perform best, focusing on visual content like photos and videos that people are more likely to interact with, and offering incentives for people to engage by commenting or sharing for a chance to win a prize. Social media engagement is a powerful marketing tool for local businesses when they utilize these tips and work hard at getting consumers involved.
This document explores the capabilities of the Haiku Deck presentation tool, including adding charts and images to slides, changing chart types, and limitations around layouts, charting options, and spell check. While layouts and charting are limited, it notes the tool provides stock imagery, cloud access, and is easy to use, concluding it will see some utilization.
Properly Use Images to Power Your WebsiteMary Iannotti
The document discusses optimizing images on websites to improve load speed and user experience. It begins by highlighting the benefits of relevant images, then discusses challenges like confusing images, copyright issues, and slow load times. Various techniques are presented for optimizing images, such as resizing images, choosing appropriate file formats, compressing file sizes with tools like PicMonkey and GIMP, and using additional compression tools. The document stresses the importance of load speed and provides tips for determining proper image dimensions and using developer tools to inspect website images. Overall, it provides guidance on how to properly use and optimize images to improve a website through faster load speeds and a better user experience.
This document is a dissertation submitted by Josephat Gerald examining the contributions of formal social security schemes towards worker's welfare in Tanzania, using the National Social Security Fund (NSSF) in Kinondoni Region as a case study. It provides background on the development of social security globally and in Tanzania. It discusses challenges facing social security provision in Tanzania including low coverage rates and issues members face with benefit withdrawals. The dissertation will analyze data collected from NSSF management and beneficiaries to evaluate the objectives of determining contributions of NSSF towards worker's welfare and challenges faced.
Brain science and web marketing go together. And anyone can learn how to do it.
In this presentation, we’ll review the neuromarketing research, case studies and web marketing tactics that work with natural, human behavioral tendencies.
• Herds, halos and the science of social proof
• Context, contrast and color
• Fear, loss and scarcity
• Eye tracking, color and visual prominence
• Writing copy for busy minds
We'll reveal secrets of the brain, behavior and marketing on the web. If there are humans in your target audience, this presentation is for you.
The ideal attendee has 2+ years of digital marketing experience. Space is limited. Register before your competition does.
Learn the secrets of the brain, behavior and marketing. We’ll break down the marketing tactics that work with natural human tendencies. If there are humans in your target audience, this presentation is for you.
Neuro Marketing - The right brain & brand. wolfgang
This document discusses neuromarketing and how communicating ideas can impact the brain in different ways. It suggests targeting the right brain to help people feel at home with ideas and see things from new perspectives. The document encourages the reader that they are a winner and thanks them for their interest in these concepts.
The Power of Images - Canva & BuzzSumo WebinarBuzzSumo
Slides from our webinar with Canva on what we learnt from analyzing 100m posts. We outline why images work, why your Facebook posts need images, why the optimal ratio of images to words in a post is 75-100, why picture list posts go viral and how to use picture list posts in your content marketing.
AMA: The Art and Science of NeuromarketingSheridan Orr
This document discusses neuromarketing and its applications. It begins by asking if neuromarketing is "voodoo science" and then provides examples of how neuromarketing has been used, including by Emerald Nuts for a Super Bowl ad that failed. It also notes that Apple products activated similar brain regions as religious imagery. Finally, it suggests lessons that can be learned from neuromarketing, such as the importance of emotion, novelty, and motion. The document requests a budget for neuromarketing equipment and staff.
The Art of Research: Using the power of images to increase the value of the D...InSites Consulting
DIESEL recognizes the need for social currency among today's increasingly digitalized Generation Y and is focusing its efforts on Pinterest as the ideal location to inspire and connect with females within their desired target demographic. DIESEL is known for tapping into subcultures with self-aware marketing, which is also the case on Pinterest. The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display.
As a fashion company, DIESEL can use Pinterest as a brand-building exercise where they can tell the brand story, showcase DIESEL’s many facets, display individual collections and campaigns and where anyone can learn what the brand stands for. DIESEL launched its Pinterest page in the early days of the platform. Over the last year, they maintained their boards merely as a mirror of their Facebook content. The strategy was to showcase their collection as a lifestyle brand.
Early 2013, the growing popularity of the platform brought Pinterest into strategic focus in its own right. Additionally, considering DIESEL’s strategic decision to augment its focus on communicating with women and the fact that Pinterest is more used by women, DIESEL wanted to focus its efforts on Pinterest to use it as a valuable communication channel to connect with this female target group online. In order to optimize the platform for brand activation, instead of a repository of Facebook content, there was a strong need for insights on the best digital strategy for the DIESEL Pinterest page.
Keynote address (Feb, 2016) to the educators in the Fort Nelson school district. We all know that we cannot teach a child without a concection... without a relationship. In the hustle and bustle of our jobs as educators, we often forget our why, the reason we got into education, of trying to make a difference with kids. In this talk, 6 Keys to Connecting are shared and discussed with the challenge of creating a more positive climate and better connections with kids in our classrooms, schools, and organizations.
This document analyzes various advertising campaigns based on their creative objectives and methods. It examines campaigns from Bent Water Brewing Co., Crest, Animal Welfare Institute, The Urban Mutt, Squirrel, Women's Aid, Gymbox, and Ali Cafe. For each campaign, it identifies the advertiser, campaign details, creative method used, and provides an analysis of how the campaign achieves its objective according to concepts from the textbook "Advertising & Integrated Brand Promotion." The document aims to define brand images, situate brands in social contexts, scare consumers into action, persuade consumers, link attributes to brands, leverage social disruptions, affect consumer feelings, and transform consumption experiences.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
The document provides guidance on developing an effective advertising campaign, including appealing to emotions, crafting convincing messages, continually refreshing campaigns over time, and testing message effectiveness. It discusses techniques like focusing on a single benefit, personifying products, and telling narrative stories. The key is creating advertising that states facts but also appeals to emotions. An effective campaign also requires supporting marketing and sales promotion.
The Digital Marketer's Guide to Effective imageryFilipp Paster
This document provides 12 tips for using imagery more effectively in digital marketing. It discusses finding stories that provoke emotion and want to be shared, using meaningful images that connect with audiences' emotions, matching brand values in visual content, letting images "breathe" with white space, featuring real people with raw emotions, and using different social media like Instagram and Snapchat with custom visual content to differentiate a brand and reach various audience segments. The overall message is that imagery is key to great content and that understanding how visuals affect emotions can help create content audiences want to share.
The document provides an evaluation of Jamie Mellors' advertising campaign against horse racing.
The campaign aimed to raise awareness of animal cruelty issues in the horse racing industry through posters. Jamie believes the posters successfully conveyed the message to not ignore problems in the industry. One poster in particular featured famous sports players and statistics to compare horse racing safety to other sports.
Jamie notes some limitations in communicating the desired outcome of the campaign. While the goal is to ultimately shut down the industry, more realistic aims may be changing attitudes and decreasing financial support. Audience feedback helped identify ways to clarify calls to action. Overall, the techniques used were effective at influencing opinions, but a balance of shock and subtle approaches may reach the largest audience.
The document provides a branding proposal for One Piece Hair Studio. It includes an analysis of the target audience, competitors, and digital marketing landscape in Indonesia. The proposal outlines strategies to increase brand awareness such as creating digital content like tutorials and contests on YouTube and social media. It also recommends optimizing the website with customer reviews, online chat, and consistent branding across online and offline channels to provide a seamless customer experience. The goal is to differentiate One Piece Hair Studio amongst competitors and strengthen its brand impression.
Ad parlor connecting creativity and dataTuristicae
This document provides 10 tips for creative best practices for Facebook advertising:
1. Expressing context is important for mobile app install ads to clearly show the intended action.
2. For right-hand side ads, utilize the available space effectively to attract attention.
3. Warm colors like red and orange will make ads stand out against Facebook's blue background.
4. Bigger ad formats like photo posts have more impact than right-hand side ads.
5. Test different image cropping and framing to engage viewers.
6. Unconscious cues in images can influence users.
7. Find a fresh creative angle that differentiates your brand.
8. Continually experiment and test new creative elements
A presentation on Public Relations in Integrated Marketing Communication and Advertising, showcasing various aspects of PR including functions, advantages, disadvantages of PR and case studies to further reinforce the points made in the presentation.
Local Business Marketing Tips for Social Media EngagementRudy Labordus
Local businesses can increase social media engagement by paying attention to data on which posts perform best, focusing on visual content like photos and videos that people are more likely to interact with, and offering incentives for people to engage by commenting or sharing for a chance to win a prize. Social media engagement is a powerful marketing tool for local businesses when they utilize these tips and work hard at getting consumers involved.
MozCon Virtual - Surviving the Covid News Agenda and What It Means for the Fu...Shannon McGuirk
For the past 18 months, my mindset has been firmly set in ‘survival mode’ due to the trials and tribulations that the global pandemic has brought forward. I will be opened up about my learnings sharing insight into how Aira’s digital PR team was able to pivot their link-building activity for clients on a hairpin, whilst navigating an oversaturated news agenda at the same time as being under pressure from clients around return on their investment.
Using ‘survival mode’ experiences, I share clear tactics setting the standard on how to future-proof your digital PR and link building. These tactics will show you how to adapt to the ever-changing news landscape and how to improve your processes from ideation through to outreach.
The document discusses bridging traditional and digital/social media marketing by mapping marketing and sales funnels. It emphasizes attracting, engaging, and converting audiences through identifying their pain points and presenting solutions. Specifically, it recommends targeting personas and cohorts online by using emotional, pain-focused keywords and videos in messaging to initially grab attention on social media and drive engagement and conversion similar to traditional sales conversations.
Commercial Analysis AssignmentOverview 98.1 of American hous.docxpickersgillkayne
Commercial Analysis Assignment
Overview:
98.1% of American households have a television, while 99% of people in America can read (2). This means that being able to read barely beats out having a television in your home. Most of us were taught to read when we were very young, but did we ever learn how to watch television?
We watch our television shows, and many of us get annoyed when a commercial interrupts our program. But what if we stopped to consider for a moment, that we have it all wrong; maybe the television show is an interruption to the commercial? This occurs because the main way for a television station to make money is to sell commercial time.
This is why analyzing television commercials is so important. Below are some concepts to consider that will help you to understand the messages in television commercials better. We are exposed to these commercial every day, but we rarely realize their true impact on us. They can influence us to buy products and services that we do not need, to vote a way we might not normally vote, and to desire a lifestyle that we wouldn't necessarily agree with.
TV Commercial You Are to Analyze:
“Apple,
‘Share Your Gifts’
Commercial
–
Writing Assignment Commercial”
Length:
In standard written English, write at least a three (3) page essay using MLA conventions for formatting, that is,
Times New Roman font, size 12 type, double spacing, a header, and a heading
,
Your essay should be an analytical essay that explains the overall message and/or effectiveness of a visual piece. You must provide an explicit thesis –located in your introduction- that will provide a focus for your paper.
Method to Submit: Turnitin
Since commercials are more complex than many other types of media, there are more things to consider:
What is the product or service being sold?
Can you easily figure out what the product is?
What is the general mood or feeling of the commercial?
Since we know the product or service being sold, what methods are the advertisers using to make us interested? How do they portray the product or service in a positive light?
How does the soundtrack play a role in your interpretation of the commercial?
What is the voice trying to tell us? Does the person speaking coincide with the overall mood of the commercial? Would our perception of the voice change if the voice was of a different gender or race?
For this assignment, you will explore the various tactics used to make a TV commercial effective,
Visual Communication
but to do this, you must understand how the various elements function to influence a targeted
audience; your analysis must move beyond the obvious, which is to sell their products.
1
How do the characters affect your interpretation of the commercial?
Would your interpretation change if the characters were of a different race or gender? What if the characters dressed differently or spoke differently? How would that change your attitude of the charac.
This document outlines the key questions a journalist will consider when deciding whether to cover a story: (1) Timing - Why is now relevant? (2) Human interest - Who does this affect? (3) Credibility - What makes the brand credible? (4) Relevance - Why should the journalist care? (5) Emotional response - What feelings will it elicit? (6) Shareability - Will it generate engagement? Addressing these questions will make campaigns more likely to succeed. The document also provides tips for pitching stories such as using the journalist's name, getting to the point, and ensuring data is sound.
Event Hacks: 5 steps to crafting effective ads on FacebookPeatix
Want to get more reach for your Facebook event marketing campaigns but not sure where to start? Set out on the right foot with tips from seasoned Facebook event marketer, Mark Thompson, and start reaching the right audience without breaking the bank.
Get the ultimate toolkit to organizing amazing events for your community at http://ptix.co/28LpSff
Follow us for more #peatips and #eventhacks.
Market research involves gathering information about target markets through surveys, focus groups, and interviews. This helps companies understand customer wants/needs and determine where to advertise. A market analysis presents research findings and identifies gaps. Marketing strategy sets objectives and outlines the product, price, place, and promotion plan. Advertising is important for raising brand awareness and shaping perceptions of products. Positive publicity generates goodwill while damage limitation aims to minimize harm to reputation from negative events. Lobbying seeks to influence legislation by advocating for special interests to politicians and parties.
17Assignment 3b Analysis on the Threats Defense ArgumentAnastaciaShadelb
1
7
Assignment 3b: Analysis on the Threats Defense Argument
The information you provided in your PowerPoint presentation on Threats to the Global Environment has led to productive debates at the United Nations General Assembly! Hence, they are now asking you to create an additional analysis report to respond to the issues raised in these debates.
Your fourth project as a consultant for the United Nations is to develop a report that addresses the issues raised by some of the member states of the United Nations.
Step I. Consider the Issues
In Assignment 3a, you were asked to create a PowerPoint identifying the four most critical threats out of eight threats provided in the table below.
Energy sources
Civil war
Globalization
Poor health of entire populations
Lack of educational opportunities
Cultural taboos
Inappropriate uses of technology
Climate change
There are four remaining threats that you did not discuss in your PowerPoint. This assignment will focus on two of those four. Here are the specific tasks you will complete:
· Review the remaining four threats that you did not use in Assignment 3a.
· Pick two of the four to focus on in Assignment 3b.
· Identify the reasons why you think these two threats are less critical than the four threats you chose for your PowerPoint presentation.
Step II. Prepare Your Report
The UN has given you the following guidelines.
Introduction
Briefly introduce the topic of the analysis (about 100-150 words).
a. State the topic and intent of the paper.
b. Identify the two threats you will discuss in the paper in the order in which they appear in the paper.
Section I. Threat 1
a. Write an opening statement describing the perception of the threat.
b. Write one page giving three reasons that explain why you saw this threat as less critical than the four you chose for your presentation in Assignment 3a.
c. Support these reasons with at least three credible sources.
Section II. Threat 2
a. Write an opening statement describing the perception of the threat.
b. Write one page giving three reasons to explain why you saw this threat as less critical than the four you chose for your presentation in Assignment 3a.
c. Support these reasons with at least three credible sources.
Conclusion
· Offer a summary (one page or less) of your defense of your choices that the United Nations can use to address their prioritization concerns.
Formatting Requirements
· Your paper may consist of up to four pages (not including the cover or reference pages).
· Create headings for each section of your paper as follows:
Introduction
Threat 1 (include the name of your chosen threat)
Threat 2 (include the name of your chosen threat)
Conclusion
· Use and cite four to six credible sources in your analysis. You may use the same source for more than one threat as long as you use a minimum of four different sources.
· Make sure your paper contains both in-text citations and a source list.
· Assignment will be checked for plagiarism
...
The document discusses how advertising has become too sterile and detached from consumers. It argues that focus groups, research reports, and agency briefs reduce consumers to simplistic profiles that don't reflect the complexity of human behavior. As a result, advertising campaigns developed from these sterile inputs fail to meaningfully connect with consumers. The document advocates for a more empathetic approach that understands consumers' perspectives and experiences to create effective advertising.
2. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.2
As communicators, we are passionate about the work of our organizations. We
dedicate time to crafting the right message, honing our target audience, and
getting the message out.
But all that work may be for naught if we fail to quickly engage potential supporters
for our cause. The best way to do that?
POWERFUL IMAGERY.
The human brain processes visual information 60,000 times faster than text, and 90
percent of the information fed to the brain is visual. If we use this knowledge wisely,
we can maximize our impact by involving potential readers, activists, or donors on
an emotional level and compelling them to action.
The example below illustrates how our brains are tuned to visual information.
This is a blue square. A square
is a regular quadrilateral. It has
four equal sides and four equal
angles which are 90º. Blue is the
color between violet and green
on the optical spectrum. The sky
is often blue, and the color blue
is considered cool & calming.
IMAGE TEXT
HUMAN BRAINS AND BLUE SQUARES
The blue square clearly best communicates its concept quickly and effectively.
This also illustrates the potential drawback to inserting text on your images: it
dilutes the visual information that is being conveyed and forces readers to pursue
a different line of thought – one that will be less effective at evoking emotion in a
potential supporter.
3. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.3
IMAGES: THE BASICS
Quality matters. Images should be clear and have an obvious focal point and tell a
story consistent with your campaign. Considering these three guiding principles can
help you choose high-quality images:
750px
300px
COMPOSITION
The focal point of your image should be
obvious at first glance.
In images that contain multiple subjects
(a crowd, herd, landscape), you may
wish to crop a high-resolution version
of your image to highlight a specific
focal point (a single person in the crowd,
a single animal, or a particular feature
of a landscape).
SIZE
In general, feature images should
be consistently sized across
individual websites.
The standard image size for Care2
petitions is 750 pixels wide by 300
pixels tall (a 2:1 aspect ratio).
RESOLUTION
For presentation on the web, images
should be saved at 72 pixels per inch
and be free of visible pixilation.
4. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.4
It is also important to consider how aesthetics within the photo will influence a
viewer’s perception of your campaign and her or his willingness to engage
with the issue.
Consider the next two photos. Both images have an adorable toddler. But the
quality of the image on the left is blurry, a little dark, and the subject is unclear.
In the photo on the right, the baby peers into the camera, the focus is tight and
the image is bright and clear.
THE IMPORTANCE OF CONTEXT
When selecting an image for a campaign, it is also important to consider context.
How will the image appear in your campaign? Is this the main image for a petition?
For a mailing? How will that image appear in different formats such as a thumbnail,
or on Facebook?
Step back from your campaign, and try to imagine you know nothing about the
subject at hand. Does your image still tell the story of your campaign?
For example, your campaign may be about pollution from the trucking industry. An
image of a truck may be accurate, but without context, it is just a truck. The image of
the child struggling to breathe is a more powerful image— especially out of context.
5. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.5
MAXIMIZING IMPACT WITH IMAGES
Because images play such an important role in communicating your message – and
motivating readers to action – thoughtful image selection is a must. The ideal image
communicates your campaign’s main idea clearly without the need for additional
explanation.
Below is a checklist for you to use in selecting an image for your next campaign.
IS YOUR PHOTO…
RELEVANT TO THE CONTENT IT HIGHLIGHTS?
EMOTIONALLY COMPELLING?
TONALLY APPROPRIATE FOR YOUR PETITION?
IS YOUR IMAGE RELEVANTTO THE CAMPAIGN’S MAIN MESSAGE?
The subject of the campaign should inform the choice of image.
If the campaign is about a dog rescuer fighting to keep her animal shelter open, the
ideal image might feature the actual woman and one of the dogs. It would be close
up, clear, and evoke emotion.
6. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.6
AUTHENTICITY
In a world dominated by social media, authentic imagery – images that are directly
sourced from the specific story that you are telling in your campaign – is becoming
more important for credibility.
For instance, this image depicting the attack on Eric Garner is far better at
communicating the need for police reforms:
… than this stock image:
7. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.7
IS YOUR IMAGE EMOTIONALLY COMPELLING?
Eliciting an emotional response from potential supporters is vital to the success of
your campaign, but that response should be a singular, specific emotion.
Before you begin your image selection process, review existing creative assets for
your campaign and determine the campaign’s emotional tone. You will want to ensure
that the emotional tone of your campaign is consistent across words and images.
WHAT IS THE FIRST EMOTIONAL RESPONSE YOU WANT POTENTIAL
SUPPORTERS TO FEEL?
POSITIVE NEGATIVE
THE LIST ABOVE IS BY NO MEANS COMPREHENSIVE, BUT THESE ARE
SOME OF THE MOST MOTIVATIONAL EMOTIONS.
BELONGING/
EMPATHY
FEAR
SPECIALNESS/
UNIQUENESS
ANGER/
OUTRAGE
AGENCY GREED
URGENCY URGENCY
VALUE GUILT
8. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.8
ATTRIBUTES OF EMOTIONALLY COMPELLING IMAGES
PEOPLE/ANIMALS.
Living creatures are far more relatable than abstract concepts. These images are also
more likely to elicit an emotional response that will lead to engagement.
For example, a petition calling for action to reduce wind power-related bird deaths
would be better served by a photo like this:
… than a more conceptual photo like this:
9. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.9
A SINGLE SUBJECT.
Behavioral research shows that people are far more likely to be empathetic to a
single child suffering from hunger than to thousands of children facing the same fate.
For example, a campaign promoting the benefits of childhood nutrition would be
better served by an image like this:
Than an image with multiple subjects like this:
Whenever possible, the subject’s eyes should be directed at the reader, inviting a response.
10. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.10
SIGNIFICANCE VS. RELATABILITY
The more conceptual or intellectual your presentation is, the smaller the audience
will be that can relate to campaign’s underlying story.
The most effective way to communicate your message is to show your readers the
problem in a specific way.
For example, suppose you were seeking support for reforms to offshore oil drilling
practices in the wake of a major oil spill. Readers may become overwhelmed by the
image of millions of gallons of oil spilled, or an abstract notion of a whole ecosystem.
Potential supporters are more likely to believe they can help if you represent the
campaign in relatable terms, such as a specific animal, fisherman, or community
affected by the spill.
In fact, you would likely engage a wider audience with an image like this:
12. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.12
The previous image is not a close-up, but it is more powerful at communicating the
problem than a simple photo of a happy seal.
POSITIVE VS. NEGATIVE IMAGERY
Care2’s internal testing shows that negative images like the photo on the left can
boost response rates by 7 - 24 percent.
13. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.13
However, the very last thing you want to do is support a visual narrative that
undermines your organization’s long-term goals for problem solving and
supporter engagement.
THREE KEY QUESTIONS TO ASK:
1. DOES YOUR IMAGE EMPOWER POTENTIAL SUPPORTERS? TOO MUCH
NEGATIVE IMAGERY CAN FEED CYNICISM AND CAUSE SUPPORTERS TO
TUNE OUT.
2. DOES YOUR IMAGE REINFORCE HARMFUL STEREOTYPES?
3. IS YOUR IMAGE CONSISTENT WITH THE PICTURES SUPPORTERS WILL
SEE IN SUBSEQUENT COMMUNICATIONS?
EDITING IMAGES FOR IMPACT
Image alterations can help evoke emotional responses in potential supporters,
but it is important to establish clear guidelines for acceptable editing practices to
ensure honesty and maintain credibility with your audience.
CROPPING
This is perhaps the most common
form of image alteration. Cropping
images can help campaigners re-focus
an image on a single subject or fit required
dimensions for the page where the
image will appear. In general, you
should avoid cropping a photo in such
a way as to change the editorial intent
of the photographer.
Again, avoid altering your image in such a way as to subvert the photographer’s
editorial intent.
14. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.14
COMPOSITES
Photoshop enables campaigners
to layer images together to make
an editorial point that may not be
apparent in a single image. On the
other hand, composites are by nature
artificial and should not be presented
as an accurate portrayal of reality.
In general, you want to present as authentic an image as possible to support your
campaign. Image editing should be used sparingly.
IS YOUR IMAGE TONALLY APPROPRIATE FOR YOUR PETITION?
Images communicate on their own. If the feeling and tone of the image is at odds
with the campaign, it can cast doubt on the meaning or import of the words. The
emotional tone and subject of your image must be consistent with other creative
assets across your campaign.
For example, these two photos say two different things, and each imparts its own feeling.
The photo on the left may be more appropriate for a campaign urging potential
supporters to end the tragic confinement of research primates. The image on the right
would only tell potential supporters that this petition has something to do with chimps.
15. THE POWER OF IMAGES
Care2’s guide to choosing the best images for your campaign p.15
A FINAL THOUGHT
As communicators and policy wonks, we all get caught up in the issues. We care
deeply about making our world a better place. But motivating action in others means
we need to tap into the emotion that makes us fundamentally human. Image choice
should be an integral part of your team’s communication strategy.
The image you choose is your campaign’s first impression. It should say as much
about your organization and why you need your reader involved as it does about the
campaign it illuminates. We hope this guide helps you to tell even more powerful and
compelling stories, to advance your causes and to win the good fight.