exercise 12.1

For more information contact

Madison Vincent

Mountain East Medical Center

(555)-555-5555

mvincent@MEMC.com

For release after 10 a.m.

Thursday, Nov. 21

Mountain East Medical Center is excited to announce a new department head of purchasing effective immediately. Johnny Toler will be taking over the position of department head from Bob Wilkinson.

Toler has been a devoted employee of Mountain East Medical for the past 13 years, as well as his wife, Carolyn, who is the head of the department of gynecology. Toler is being promoted from his current position as assistant head of the department.

Toler said, “The hospital means a great deal to me and my family, and I will give my best efforts to making our purchasing department the best. I learned from a fine man – Bob Wilkinson – and I hope I can continue to build on the foundation he established.”

Toler has a background in pharmacy, and began working at MEMC as an assistant druggist in the hospital pharmacy. He was eventually moved to work under Wilkinson when the hospital pharmacy closed in 1978. Wilkinson who has been part of the MEMC since 1975 will be moving on with a new opportunity as a purchasing agent with City Memorial Hospital.

MEMC is saddened by the departure of Wilkinson, but confident in how Toler will excel in his new position as department head.

Hospital Administrator Harry Scott said, “Bob’s abilities will be greatly missed at this hospital, but I know that Johnny Toler is a person we can all depend on to o whatever is necessary to keep his department going. I have great faith in him and in this hospital”

Mountain East Medical Center exists to help heal the sick. MEMC serves the unhealthy in the best way possible. We have the best equipment, resources, and doctors available to take on the most fragile cases.

Liberty University

Uniting the secular and the holy.

Liberty University seeks to not only to create a prestigious academic environment but also to encourage their students to be lit on fire in a world of darkness.  With academic programs worthy of awards and accolades prepare students to excel as they enter into the work force, but at Liberty University we seek to give our students the knowledge required to show the world biblical truth. The faculty and staff serve the students as academic and spiritual advisors, leading the example of uniting the secular world of academics with the spiritual world of an intimate relationship with Christ. For more information, to schedule a visit, or to stake your place in the Liberty family go to www.liberty.edu

Liberty University

Uniting the secular and the holy.

Liberty University seeks to not only to create a prestigious academic environment but also to encourage their students to be lit on fire in a world of darkness.  With academic programs worthy of awards and accolades prepare students to excel as they enter into the work force, but at Liberty University we seek to give our students the knowledge required to show the world biblical truth. The faculty and staff serve the students as academic and spiritual advisors, leading the example of uniting the secular world of academics with the spiritual world of an intimate relationship with Christ.

Liberty University

Uniting the secular and the holy.

Liberty University seeks to not only to create a prestigious academic environment but also to encourage their students to be lit on fire in a world of darkness.  With academic programs worthy of awards and accolades prepare students to excel as they enter into the work force, but at Liberty University we seek to give our students the knowledge required to show the world biblical truth. The faculty and staff serve the students as academic and spiritual advisors, leading the example of uniting the secular world of academics with the spiritual world of an intimate relationship with Christ.

Exercise 11.3

It's Not Complicated 

1. The visual effects used to show the audience where the commercial takes place is the surroundings of being in a school room. The kids sitting on the ground with the host help it resinate more as well.

2. There really are no sounds effects other than the voices of the kids to define the action shown in the commercial.

3. A spokesperson format is used in this commercial, though not in the traditional sense. Because the advertisement is trying to communicate that doing two things at once is better to sell that their phone service lets you talk on the phone and surf the web at the same time.

4. The ad is a man mediating a conversation of elementary school students as he poses one question; is doing two things at once better than not? The commercial aids the idea that the answer to that questions isn't complicated because even kids can answer it.

5. The target market of the ad is people seeking to change cell phone services, and giving them a reason why.

6. The benefits that ad offers is a multi tasking cell phone coverage. The ad isn't promoting a new phone, but instead it is offering a service on the phone that not everyone can provide.

7. The call to action on the ad is to go to AT&T to get more information about changing services.

Exercise 11.1

Print Advertising Critique Sheet

Spam

1. What is the promise of benefit offered by this headline?

The promise of the ad is that there is nothing that could make the cold of a chilly winter morning better than fried Spam covered in butter and syrup. The ad is essentially saying that Spam can make cold winter mornings warm and cozy.

2. How does the illustration demonstrate the product? How does this illustration attract attention?

The illustration demonstrates that Spam is a commonality in everyones kitchen, and is something that everyone needs. Placing the Spam together with pancakes communicates the idea that it is something that you eat as often as you eat pancakes.

3. What proofs of the promise of benefit in the headline are offered by the body copy?

The promise offered in the copy is that you cannot attain anything better than Spam and pancakes on a frosty morning, and the alluded benefit is that it will make the morning warm and cozy.

4. What action does this ad tell the reader to take?

The action the ad is telling the reader to take is to eat Spam and pancakes. The ad makes the reader want to eat the food, and in turn buys Spam to make the food. The idea behind the ad is to make Spam seem like an everyday food and convince the average person to buy the product.

THE PERSUADERS

I watched the Persuaders in its entirety.

Watching the frontline special on advertising and marketing was eye opening. I never realized how much of a sub culture of itself was the world of advertising. Between the craziness of trying to figuring out how to get your ad to be set apart from the other ads that are out there, and the insane amount of money used to do so is enough to peak the average person swimming in the sea of messages interests, let alone a communication students interests.

After watching the special, I became more and more aware of what kind of advertisements I was being subjected to on a daily business. I realized that everywhere I go, everywhere I look, and every conversation I have in a day is subject to an advertisement of some sort. Walking into convocation every Monday, Wednesday, and Friday is an advertisement machine as fellow students promoting their newest ministry endeavors try and reach you with flyers, donuts, and posters. Even doing an everyday task at my own school is filled with advertisements and brand building.

The second thing I noticed from the film was the amounts of resources used for a single add campaign. Companies throw money at advertising in hopes to brand their product. As shown through the film, a campaign is brought through the opinions of multiple qualified experts as they determine who their audience is and what will reach them best.   Throughout the Persuaders you followed as Song a new airline examines and figures out their brand. The film followed marketing and advertising experts discussed creative ideas on how to get their message out there and set apart from the static noise that advertising can be. To be perfectly honest, the whole thing almost gave me anxiety as I watched the marketing experts determine the best ways to reach their audience. To me, it felt like the marketers were trying so hard to stand out from other airlines, they forgot to advertise the purpose of the airline; affordable flights.

Overall I found the film to be interesting and informative. The rapid change in media creates a rapid change in advertising and brand building. As the sea of advertising noise grows larger and larger, the fight for companies to become noticed becomes harder. Advertisers have the responsibility to their clients to come up with creative campaigns that will be noticed in the sea.