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FreeCreditReport

FreeCreditReport.com. 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 Credit Report How You Get a Copy of Your Credit Report. 98 Million Reports to Date. Target Audience & Catchy Ads.

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FreeCreditReport

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  1. FreeCreditReport.com 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

  4. 98 Million Reports to Date

  5. 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.

  6. Unethical Claims

  7. Lawsuit

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

  9. 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.”

  10. 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

  11. Theories “Dream Girl" Commercial Inoculation Perception Inoculation is easy for viewer, no perceived threat, no need for product There is no perceived threat from commercial Offers “free” credit report • 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.

  12. Success Values • Happiness • Pride/prestige • Material Comfort • Accumulation of goods

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

  14. 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.

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

  16. Gamesmanship • Success Values – Competition • Elaboration Likelihood Model – Peripheral Route

  17. 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

  18. 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

  19. 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

  20. 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

  21. The Websites • Consistency • Emphasis on Band • Emphasis on certain texts • Free Credit Report • Free Credit Score

  22. Conclusion • Elaboration Likelihood Model • Maslow’s Hierarchy of Needs • Success Values • Overall, A Successful Campaign  • Peripheral • Ethics

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

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