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Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.

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Presentation on theme: "Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your."— Presentation transcript:

1 Epstein, Lane & Associates

2 Credit Report

3 Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your Credit Report How You Get a Copy of Your Credit Report What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your Credit Report How You Get a Copy of Your Credit Report

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5 98 Million Reports to Date

6 Target Audience & Catchy Ads “We’re just trying to do something that’s talked about and seen and gets passed around in pop culture.” -Steve Sage, an associate creative director at the Martin Agency. “We’re just trying to do something that’s talked about and seen and gets passed around in pop culture.” -Steve Sage, an associate creative director at the Martin Agency.

7 Unethical Claims

8 Lawsuit

9 Dimensions of Credibility Goodwill (Primary) Friendly, sensitive, caring. Express concern (sensitive) for those with bad credit, fraud Caring- want to help Friendly, sensitive, caring. Express concern (sensitive) for those with bad credit, fraud Caring- want to help Dynamic/Energetic (Secondary) Energetic, active Upbeat music, fast paced songs Often showing people doing something- riding bikes (active) Energetic, active Upbeat music, fast paced songs Often showing people doing something- riding bikes (active)

10 Maslow’s Hierarchy "Renaissance Fair" Commercial Self-Actualization, “when you’re a rock star, you get to party hard, champagne and caviar, tricked out exotic cars.” Aesthetic, “now instead of looking fly, I’m rolling fat. My legs are sticking to the vinyl and my posse’s getting laughed at.” Esteem, “ living in the basement of her mom and dads, we cant get a loan for a respectable home.” Love/belonging “stress at home.. had a poor credit score and the number would haunt me where ever I go…Renaissance fair.” Safety, “all because some hacker stole my identity.” "Renaissance Fair" Commercial Self-Actualization, “when you’re a rock star, you get to party hard, champagne and caviar, tricked out exotic cars.” Aesthetic, “now instead of looking fly, I’m rolling fat. My legs are sticking to the vinyl and my posse’s getting laughed at.” Esteem, “ living in the basement of her mom and dads, we cant get a loan for a respectable home.” Love/belonging “stress at home.. had a poor credit score and the number would haunt me where ever I go…Renaissance fair.” Safety, “all because some hacker stole my identity.”

11 Elaboration Likelihood Model – Peripheral Route “F to the R to the E to the E to the C to the R to the D-E- T, FREE to the PORT to the DOT to the COM” “F-R-E-E, that spells Free, credit report dot com, baby” All commercials- use cues not delivery, use of clever words Persuades easily but does not last long “F to the R to the E to the E to the C to the R to the D-E- T, FREE to the PORT to the DOT to the COM” “F-R-E-E, that spells Free, credit report dot com, baby” All commercials- use cues not delivery, use of clever words Persuades easily but does not last long

12 Theories Inoculation Inoculation is easy for viewer, no perceived threat, no need for product There is no perceived threat from commercial Offers “free” credit report Inoculation is easy for viewer, no perceived threat, no need for product There is no perceived threat from commercial Offers “free” credit report Perception  World View Theory – Pessimistic  Basic premise is based on bad credit causing a poor life style or fraud ruining credit  World as a jungle= perceived danger.  World View Theory – Pessimistic  Basic premise is based on bad credit causing a poor life style or fraud ruining credit  World as a jungle= perceived danger. “Dream Girl" Commercial

13 Success Values Happiness Pride/prestige Material Comfort Accumulation of goods Happiness Pride/prestige Material Comfort Accumulation of goods

14 The Music Tend to focus on consonance Tend to focus on consonance "Cell Phone" Commercial "Cell Phone" Commercial "Cell Phone" Commercial "Cell Phone" Commercial Major Key Major Key Minor Key Minor Key Pop Song Formula Pop Song Formula

15 How Persuaders Adapt to and Influence Situations Negative- you didn’t go to freecreditreport.com and now you- live in a basement, ride a bike, drive a junky car, live at a renaissance fair…etc Positive- you already did, or will go and you will live in a suburb, drive a nice car, not live in a renaissance fair…etc. Negative- you didn’t go to freecreditreport.com and now you- live in a basement, ride a bike, drive a junky car, live at a renaissance fair…etc Positive- you already did, or will go and you will live in a suburb, drive a nice car, not live in a renaissance fair…etc.

16 Re-defining Moment Changed their emphasis from FreeCreditReport.com to FreeCreditScore.com Changed their emphasis from FreeCreditReport.com to FreeCreditScore.com Re-branding – The New Band Thing Re-branding – The New Band Thing

17 Gamesmanship Gamesmanship Elaboration Likelihood Model – Peripheral Route Elaboration Likelihood Model – Peripheral Route Success Values – Competition Success Values – Competition

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19 Free Credit Score Golfing Commercial http://www.youtube.com/watch?v=jwb2ADaMMCs Co-active approach seeking correct similarities between persuader and audience Elaboration Likely hood Model - Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording Golfing Commercial http://www.youtube.com/watch?v=jwb2ADaMMCs Co-active approach seeking correct similarities between persuader and audience Elaboration Likely hood Model - Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording

20 Survival Values Financial safety, security and peace of mind Emotional Triggering Mood, personality, past experiences, needs, situation, information level Six Channels of Persuasion- Number 6: Relationships We prefer to say yes to things that we like Survival Values Financial safety, security and peace of mind Emotional Triggering Mood, personality, past experiences, needs, situation, information level Six Channels of Persuasion- Number 6: Relationships We prefer to say yes to things that we like

21 College Commercial http://www.youtube.com/watch?v=vx4ABbJRYkQ Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording Adapting to influence the situation Creating a negative view on the situation World View Theory You Never Know Low Fear Appeal Great deal of exposure Simple action is required. Just log on College Commercial http://www.youtube.com/watch?v=vx4ABbJRYkQ Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording Adapting to influence the situation Creating a negative view on the situation World View Theory You Never Know Low Fear Appeal Great deal of exposure Simple action is required. Just log on

22 Check It Commercial http://www.youtube.com/watch?v=LPDdxwiRIl4 Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording Co-active Approach seeking correct similarities between persuader and audience Adapting to influence the situation Creating a positive view on the situation Identification Theory Persuading by identifying with our audience Check It Commercial http://www.youtube.com/watch?v=LPDdxwiRIl4 Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording Co-active Approach seeking correct similarities between persuader and audience Adapting to influence the situation Creating a positive view on the situation Identification Theory Persuading by identifying with our audience

23 The Websites Consistency Consistency Emphasis on Band Emphasis on Band Emphasis on certain texts Emphasis on certain texts Free Credit Report Free Credit Report Free Credit Report Free Credit Report Free Credit Score Free Credit Score Free Credit Score Free Credit Score

24 Conclusion Elaboration Likelihood Model Elaboration Likelihood Model Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs Success Values Success Values Overall, A Successful Campaign Overall, A Successful Campaign Peripheral Peripheral Ethics Ethics

25 Sources Class Notes Class Notes Professor Frye, Persuasion in Everyday Life. Professor Frye, Persuasion in Everyday Life. Youtube.com Youtube.com FreeCreditReport.com FreeCreditReport.com FreeCreditScore.com FreeCreditScore.com AdWeek.com AdWeek.com


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