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Summary COMM223 week 3 assignment COMM 223 Advertising Campaign: Promoting Online Education COMM 223: Persuasion in Communication Advertising Campaign Women are three to four times more likely than males to reduce their working hours or leave the job becaus$7.49
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Summary COMM223 week 3 assignment COMM 223 Advertising Campaign: Promoting Online Education COMM 223: Persuasion in Communication Advertising Campaign Women are three to four times more likely than males to reduce their working hours or leave the job becaus
Course
UAGC
Institution
Ashford University
COMM223 week 3 assignment COMM 223 Advertising Campaign: Promoting Online Education COMM 223: Persuasion in Communication Advertising Campaign Women are three to four times more likely than males to reduce their working hours or leave the job because of the coronavirus pandemic (Milliken et a...
comm223 week 3 assignment comm 223 advertising campaign promoting online education comm 223 persuasion in communication advertising campaign women are three to four times more likely than male
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COMM 223
Advertising Campaign: Promoting Online Education
COMM 223: Persuasion in Communication
Advertising Campaign
Women are three to four times more likely than males to reduce their working
hours or leave the job because of the coronavirus pandemic (Milliken et al., 2020,
para 5). This is especially alarming in terms of how it may affect gender equity in
the future. I will be creating an online education advertising campaign aimed at
women, with an emotive, behavioral, and cognitive appeal to inspire women to
continue their education and enter, stay, or return to the workforce. Persuasion is
defined as "an intentional endeavor by one individual to persuade another
individual or group of individuals to change their attitudes, beliefs, or conduct
through the transmission of some message" (Warnick, 1981, para 1). In the
advertising, I will discuss why online education can better meet the needs of most
women than traditional classroom education, as well as how taking online
programs can prepare women for success in today's workplace. I will go over three
persuasion theories, where and how I plan to run the campaign, and the main
message that will be employed.
Most people are familiar with the concept of online education. It provides a level
of flexibility that a traditional institution would not be able to provide. Most
individuals, especially those who do various jobs such as parent, spouse, career,
, and employee, require this capacity. It is also worth noting that for people looking
to enhance their education, online education is often a very cost-effective choice. I
would feel driven to target women in my persuasive effort for online education
because the pandemic disproportionately affected women.
In my campaign, I intend to target women by promoting online education through
a multi-platform advertising campaign. Future-proofing the workforce is the main
message I would send out. My hashtag, #futureprooftheworkforce, will be used
throughout all digital and printed ads. The campaign will involve a mix of in-
person events, live streaming, and videos, as well as the distribution of pamphlets
with success stories from women who earned their degrees using an online
platform. "82 percent of customers prefer live video from a company to social
posts, and 85 percent of consumers want to see more videos from businesses,"
according to the article 75 Live Video Streaming That Every Marketer Should
Know (Santora, 2021,). I will make sure to include relevant information about
online education in these films, such as how finishing a degree would meet their
goals, is cost-effective, and will "future-proof" their achievement, as well as
information about how the epidemic has disproportionately impacted women. The
idea would be to try to connect with the audience. "The targeted strategy's essence
is to send a message to a set of consumers based on their shared qualities" (Li,
2014 p 44, para1).
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