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Communication Research PPT
   Brand of disposable diapers made by Procter & Gamble
   Specializes in disposable diapers for newborns to “larger”
    toddlers, and every age and size in between
   Luvs is the leader in the development of a cost-effective agent
    that can be included in the molecular structure of the plastic
    diaper to cause it to disintegrate upon extended exposure to
    environmental elements
   The constant production of quality products and the
    environmental developments by Luvs have promoted significant
    changes in the disposable-diaper industry and how the company
    is viewed by consumers
   http://www.youtube.com/watch?
            v=xMeeP-5NN2g
   In 2011, Luvs was ready to launch their “revamped” disposable
    diapers
   In order to get the word out about their new diapers, Luvs
    created an “innovative” television campaign
   This is the first time Luvs used animated infants and toddlers
    instead of real infants and toddlers
   The campaign name was, “Poop, There It Is”.
    The campaign revolved around a “heavy dooty” pageant --
    Numbered infants and toddlers each took their turn on stage
    “filling up their diaper”
   There was extremely upbeat music playing the entire length of
    the campaign, creating a fun and lively feeling.
   The colors throughout the campaign were vivid and enticing.
   The attention to detail was esthetically pleasing.
   There was attention places on “modern” technologies and
    trends.
    There were an equal amount of boy and girl infants and toddlers,
    as well as infants and toddlers of all ethnic backgrounds.
   Initial Thoughts:
     › Creative, funny, childish, lack of maturity, who is the
        target audience?, too much animation, where are the
        parents?, why “poop”? What exactly is being sold?
        Overall, that was really bad
   Likes:
     › Playfulness, music, colors, detail
   Dislikes:
     › Fully animated, the “poop” aspect, the full diapers, lack
        of parents, the general idea, approach with the “poop” is
        disgusting and offensive, way too straight on with the
        whole commercial focusing on “poop” filled diapers
   Ending Thoughts:
     › Needs real babies, needs adults, needs to show what they
        are selling, needs to reach a broad/wide range audience,
        needs a focus, needs detail, needs more information, tons
        of room for improvement, the “poop” makes it offensive
Communication Research PPT
   The Product
     › What is our product?
     › Why is our product useful or important?
   The Target Audience
     › Who is our target audience?
     › Why are they our target audience?
   The Diaper Industry
     › Billion dollar industry
     › Potential for growth is huge
   Persuasion
     › What is persuasion?
     › How does persuasion work?
   Other Key Elements
     › Understanding rhetoric in advertising
     › Understanding critical/cultural studies when it comes to
       advertising
   “Heavy dooty” ultra leak-guard disposable diaper ranging in size from a
    newborn to a “large” toddler, and every size in between.
    Innovative in their sizes, shape, feeling, coloring, and materials used.
   Not only important to the diaper industry, but are important to whoever
    buys them, and are especially important to the infant or toddler wearing
    them.
   These diapers are supposed to “protect” the infant or toddler. They are
    supposed to be leak-free and extremely comfortable.
   Price and quality matter!!
   Luvs has remained in business because the people buying their products,
    whoever they may be, know they can depend on the product.
   Luvs is known for having high quality disposable diapers at a very low price.
    This combination creates customer loyalty, and creates competition in the
    diaper industry.
   Defining the product, and its' aspects are key to designing a campaign
    that showcases the product. You want your target audience to see the ad,
    and then when it comes time for them to make a decision in the isle, they
    choose your product over everyone else. You want to show all the ways
    your product is special, and why someone should pick you.
 Prospective parents
       “Baby Boomer” parents
        Experienced mothers
               Fathers
          Environmentalists
   According to the latest figures from the Juvenile Products
    Manufacturers' Association (JPMA), sales of infant products have
    topped the $1.6 billion mark
   The diaper industry is topping the $3 billion diaper industry
   Altogether, sales have grown close to $17 billion a year
   Currently, the disposable diaper market accounts for $2.7 billion
    annually according to the JPMA, up from 1979, when disposable
    diaper sales were only $700 million
    That means that the disposable diaper market has grown by close
    to 400 percent since 1979. With projected growth for the upcoming
    year pegged at 15 percent, sales will reach an estimated $3.1 billion
   If Luvs creates an effective add that reaches all of their target
    markets, they possibilities for them and the revenue they can bring
    in, are endless. However, Luvs needs to remember that their
    competitors are trying just as hard as they are for the very same
    target audience.



                                             (Part III--The Market Analysis, 2007).
   “Persuasion is the process of changing or reforming
    attitudes, beliefs, opinions, or behaviors toward a
    predetermined outcome through voluntary compliance.
    If you properly implement the strategies of Maximum
    Influence, you'll persuade others not only to want what
    you want, but also to be eager to do what you want.
    Note that persuasion is not the same as negotiation, a
    term that suggests some degree of backing down or
    meeting in the middle. Rather than compromising, as in
    negotiation, effective persuasion will actually convince
    the opposing party to abandon their previous position
    and embrace yours” (The Power of Persuasion, n.d.).
   The power of persuasion is of extraordinary and critical importance in today's
    world. Nearly every human encounter includes an attempt to gain influence or to
    persuade others to our way of thinking. Regardless of age, profession, religion, or
    philosophical beliefs, people are always trying to persuade each other. We all
    want to be able to persuade and influence so others will listen to, trust, and follow
    us.
   Ethos, or ethical appeal, deals with credibility and means convincing by the
    character of the author. We tend to believe people whom we respect. If Luvs uses
    a well known Mother or womanly figure who is respected in society they could
    really gain some customer loyalty.
   Pathos, means persuading by appealing to the reader's emotions. You can look at
    texts ranging from classic essays to contemporary advertisements to see how
    pathos, emotional appeals, are used to persuade. Language choice affects the
    audience's emotional response, and emotional appeal can effectively be used to
    enhance an argument. If Luvs plays into their target audience's emotions in their
    new campaign, they will definitely be successful.
   Logos, means persuading by the use of reasoning and logic. This is the most
    important technique. Giving reasons is the heart of argumentation, and cannot be
    emphasized enough. If Luvs gives enough reasons as to why their target audience
    should buy their products, more people might be inclined to do so.
   Simple, yet effective one.
   We want our product to be showcased, our target audience to be
    reached, and ultimately to increase our sales.
   The main idea for our new campaign is to have an adorable infant or
    toddler playing with his or her toys, crawling, falling, rolling around,
    wearing a new Luvs “heavy dooty” diaper.
   The infant or toddler will be in the living room of the house which will be
    excellently decorated, aesthetically pleasing, and detail orientated.
   The TV will be playing in the background, but visible, and the image on
    the screen will be the animated infants and toddlers from the Luvs
    “Poop, There It Is” campaign, because those little animations always
    bring Luvs to mind when they are seen.
   A pan shot of the mother, who could be a famous mother, or just an
    everyday Mom, will be the sole spokes person.
    She will give out facts and/or statistics about Luvs and all the wonderful
    aspects of the brand and her experiences.
    She will use the persuasive elements of Ethos, Logos and Pathos to
    reach the target audience on a whole new level, and from every
    angle.
   Berkowitz, B., Rabinowitz, P., & Brownlee, T. (n.d.). Using Principles of
    Persuasion. Community Toolbox - Bringing Solutions to Light. Retrieved
    November 30, 2012, from
    http://ctb.ku.edu/en/tablecontents/sub_section_main_1060.aspx

   Duncan, A. (n.d.). 10 Essentials to an Effective TV Commercial. Advertising –
    Advertising Strategies, Advertising Careers, and Small Business Advertising.
    Retrieved November 30, 2012, from
    http://advertising.about.com/od/televisionandradio/a/commercialmusts.htm

   Henning, M. (n.d.). Ethos, Pathos and Logos. Durhamtech Edu. Courses.
    Retrieved November 30, 2012, from
    http://courses.durhamtech.edu/perkins/aris.html

   Lee, M. (n.d.). Persuasion in Advertising - How to Use Persuasion Techniques in
    Advertising. EzineArticles Submission. Retrieved November 30, 2012, from
    http://ezinearticles.com/Persuasion-in-Advertising---How-to-Use-Persuasion-Techniqu
     Advertising&id=1336753

   Part III--The Market Analysis. (1997, March 26). Business News & Strategy For
    Entrepreneurs. Retrieved November 30, 2012, from
    http://www.entrepreneur.com/article/20962
   Persuasion. (n.d.). Advertising Educational Foundation - Educational
    Advertising Resources - AEF. Retrieved November 30, 2012, from
    http://www.aef.com/on_campus/classroom/speaker_pres/data/4001

   Persuasive Appeals. (n.d.). The Forest of Rhetoric. Retrieved November 30,
    2012, from http://rhetoric.byu.edu/persuasive%20appeals/persuasive
    %20appeals.htm

   Porta, M. (2010, June 22). How to Define Your Target Market. Small Business
    Ideas and Resources for Entrepreneurs. Retrieved November 30, 2012, from
    http://www.inc.com/guides/2010/06/defining-your-target-market.html

   The Nature of Attitudes and Persuasion. (n.d.). CIOS - Home. Retrieved
    November 30, 2012, from
    http://www.cios.org/encyclopedia/persuasion/Aintroduction_1whatis.htm

   The Power of Persuasion. (n.d.). For All Your Speaking Needs. Retrieved
    November 30, 2012, from
    http://westsidetoastmasters.com/resources/laws_persuasion/chap1.html
?

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Communication Research PPT

  • 2. Brand of disposable diapers made by Procter & Gamble  Specializes in disposable diapers for newborns to “larger” toddlers, and every age and size in between  Luvs is the leader in the development of a cost-effective agent that can be included in the molecular structure of the plastic diaper to cause it to disintegrate upon extended exposure to environmental elements  The constant production of quality products and the environmental developments by Luvs have promoted significant changes in the disposable-diaper industry and how the company is viewed by consumers
  • 3. http://www.youtube.com/watch? v=xMeeP-5NN2g
  • 4. In 2011, Luvs was ready to launch their “revamped” disposable diapers  In order to get the word out about their new diapers, Luvs created an “innovative” television campaign  This is the first time Luvs used animated infants and toddlers instead of real infants and toddlers  The campaign name was, “Poop, There It Is”.  The campaign revolved around a “heavy dooty” pageant -- Numbered infants and toddlers each took their turn on stage “filling up their diaper”  There was extremely upbeat music playing the entire length of the campaign, creating a fun and lively feeling.  The colors throughout the campaign were vivid and enticing.  The attention to detail was esthetically pleasing.  There was attention places on “modern” technologies and trends.  There were an equal amount of boy and girl infants and toddlers, as well as infants and toddlers of all ethnic backgrounds.
  • 5. Initial Thoughts: › Creative, funny, childish, lack of maturity, who is the target audience?, too much animation, where are the parents?, why “poop”? What exactly is being sold? Overall, that was really bad  Likes: › Playfulness, music, colors, detail  Dislikes: › Fully animated, the “poop” aspect, the full diapers, lack of parents, the general idea, approach with the “poop” is disgusting and offensive, way too straight on with the whole commercial focusing on “poop” filled diapers  Ending Thoughts: › Needs real babies, needs adults, needs to show what they are selling, needs to reach a broad/wide range audience, needs a focus, needs detail, needs more information, tons of room for improvement, the “poop” makes it offensive
  • 7. The Product › What is our product? › Why is our product useful or important?  The Target Audience › Who is our target audience? › Why are they our target audience?  The Diaper Industry › Billion dollar industry › Potential for growth is huge  Persuasion › What is persuasion? › How does persuasion work?  Other Key Elements › Understanding rhetoric in advertising › Understanding critical/cultural studies when it comes to advertising
  • 8. “Heavy dooty” ultra leak-guard disposable diaper ranging in size from a newborn to a “large” toddler, and every size in between.  Innovative in their sizes, shape, feeling, coloring, and materials used.  Not only important to the diaper industry, but are important to whoever buys them, and are especially important to the infant or toddler wearing them.  These diapers are supposed to “protect” the infant or toddler. They are supposed to be leak-free and extremely comfortable.  Price and quality matter!!  Luvs has remained in business because the people buying their products, whoever they may be, know they can depend on the product.  Luvs is known for having high quality disposable diapers at a very low price. This combination creates customer loyalty, and creates competition in the diaper industry.  Defining the product, and its' aspects are key to designing a campaign that showcases the product. You want your target audience to see the ad, and then when it comes time for them to make a decision in the isle, they choose your product over everyone else. You want to show all the ways your product is special, and why someone should pick you.
  • 9.  Prospective parents  “Baby Boomer” parents  Experienced mothers  Fathers  Environmentalists
  • 10. According to the latest figures from the Juvenile Products Manufacturers' Association (JPMA), sales of infant products have topped the $1.6 billion mark  The diaper industry is topping the $3 billion diaper industry  Altogether, sales have grown close to $17 billion a year  Currently, the disposable diaper market accounts for $2.7 billion annually according to the JPMA, up from 1979, when disposable diaper sales were only $700 million  That means that the disposable diaper market has grown by close to 400 percent since 1979. With projected growth for the upcoming year pegged at 15 percent, sales will reach an estimated $3.1 billion  If Luvs creates an effective add that reaches all of their target markets, they possibilities for them and the revenue they can bring in, are endless. However, Luvs needs to remember that their competitors are trying just as hard as they are for the very same target audience.  (Part III--The Market Analysis, 2007).
  • 11. “Persuasion is the process of changing or reforming attitudes, beliefs, opinions, or behaviors toward a predetermined outcome through voluntary compliance. If you properly implement the strategies of Maximum Influence, you'll persuade others not only to want what you want, but also to be eager to do what you want. Note that persuasion is not the same as negotiation, a term that suggests some degree of backing down or meeting in the middle. Rather than compromising, as in negotiation, effective persuasion will actually convince the opposing party to abandon their previous position and embrace yours” (The Power of Persuasion, n.d.).
  • 12. The power of persuasion is of extraordinary and critical importance in today's world. Nearly every human encounter includes an attempt to gain influence or to persuade others to our way of thinking. Regardless of age, profession, religion, or philosophical beliefs, people are always trying to persuade each other. We all want to be able to persuade and influence so others will listen to, trust, and follow us.  Ethos, or ethical appeal, deals with credibility and means convincing by the character of the author. We tend to believe people whom we respect. If Luvs uses a well known Mother or womanly figure who is respected in society they could really gain some customer loyalty.  Pathos, means persuading by appealing to the reader's emotions. You can look at texts ranging from classic essays to contemporary advertisements to see how pathos, emotional appeals, are used to persuade. Language choice affects the audience's emotional response, and emotional appeal can effectively be used to enhance an argument. If Luvs plays into their target audience's emotions in their new campaign, they will definitely be successful.  Logos, means persuading by the use of reasoning and logic. This is the most important technique. Giving reasons is the heart of argumentation, and cannot be emphasized enough. If Luvs gives enough reasons as to why their target audience should buy their products, more people might be inclined to do so.
  • 13. Simple, yet effective one.  We want our product to be showcased, our target audience to be reached, and ultimately to increase our sales.  The main idea for our new campaign is to have an adorable infant or toddler playing with his or her toys, crawling, falling, rolling around, wearing a new Luvs “heavy dooty” diaper.  The infant or toddler will be in the living room of the house which will be excellently decorated, aesthetically pleasing, and detail orientated.  The TV will be playing in the background, but visible, and the image on the screen will be the animated infants and toddlers from the Luvs “Poop, There It Is” campaign, because those little animations always bring Luvs to mind when they are seen.  A pan shot of the mother, who could be a famous mother, or just an everyday Mom, will be the sole spokes person.  She will give out facts and/or statistics about Luvs and all the wonderful aspects of the brand and her experiences.  She will use the persuasive elements of Ethos, Logos and Pathos to reach the target audience on a whole new level, and from every angle.
  • 14. Berkowitz, B., Rabinowitz, P., & Brownlee, T. (n.d.). Using Principles of Persuasion. Community Toolbox - Bringing Solutions to Light. Retrieved November 30, 2012, from http://ctb.ku.edu/en/tablecontents/sub_section_main_1060.aspx  Duncan, A. (n.d.). 10 Essentials to an Effective TV Commercial. Advertising – Advertising Strategies, Advertising Careers, and Small Business Advertising. Retrieved November 30, 2012, from http://advertising.about.com/od/televisionandradio/a/commercialmusts.htm  Henning, M. (n.d.). Ethos, Pathos and Logos. Durhamtech Edu. Courses. Retrieved November 30, 2012, from http://courses.durhamtech.edu/perkins/aris.html  Lee, M. (n.d.). Persuasion in Advertising - How to Use Persuasion Techniques in Advertising. EzineArticles Submission. Retrieved November 30, 2012, from http://ezinearticles.com/Persuasion-in-Advertising---How-to-Use-Persuasion-Techniqu Advertising&id=1336753  Part III--The Market Analysis. (1997, March 26). Business News & Strategy For Entrepreneurs. Retrieved November 30, 2012, from http://www.entrepreneur.com/article/20962
  • 15. Persuasion. (n.d.). Advertising Educational Foundation - Educational Advertising Resources - AEF. Retrieved November 30, 2012, from http://www.aef.com/on_campus/classroom/speaker_pres/data/4001  Persuasive Appeals. (n.d.). The Forest of Rhetoric. Retrieved November 30, 2012, from http://rhetoric.byu.edu/persuasive%20appeals/persuasive %20appeals.htm  Porta, M. (2010, June 22). How to Define Your Target Market. Small Business Ideas and Resources for Entrepreneurs. Retrieved November 30, 2012, from http://www.inc.com/guides/2010/06/defining-your-target-market.html  The Nature of Attitudes and Persuasion. (n.d.). CIOS - Home. Retrieved November 30, 2012, from http://www.cios.org/encyclopedia/persuasion/Aintroduction_1whatis.htm  The Power of Persuasion. (n.d.). For All Your Speaking Needs. Retrieved November 30, 2012, from http://westsidetoastmasters.com/resources/laws_persuasion/chap1.html
  • 16. ?