GRADY COLLEGE OF JOURNALISM AND MASS COMMUNICATIONS
DEGREE: Public Relations
CERTIFICATE: Nonprofit Management and Leadership
ADPR20 - Graphic Communications
Animated GIF
I was able to use Adobe Photoshop to create an animated GIF. It represents my growth as a person. You can see negative words bouncing off as I discover it is what is on the inside that counts.
Photo Design
We were challenged to take a phone image and use Adobe Photoshop to bring it to life.
I created 3 different images.
ADPR3550 -Social Media Content and Production
Five Photostory Board
We used our mobile phones to take photos representing Texture, Light, Color, Pattern & Depth.
Content Curation
I created content for a local business's Instagram. The client wanted posts that focused on community and quality. Here are four post examples!
3400 - ADPR Research: Insights and Analytics
We were challenged to gather qualitative and quantitative research on a successful brand of choice. Our group decided to dive into Dove Skincare's inclusive marketing strategy.
PROBLEMS AND OBJECTIVES
Goal 1: To understand overall opinion on marketing in the skincare market
Goal 2: To understand the difference in people's willingness to purchase a competitor's product vs. Dove products
Goal 3: Determine how Dove marketing makes people other than the target market feel
Goal 4: Determine a better marketing method for all people that dove could implement
QUALITATIVE RESEARCH
Research Method: 15 person Focus Group
Goal 1:
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What are you looking for in a skincare advertisement?
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Do you consider advertisements when making purchasing decisions
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Focus on human relationships vs. focus on the product itself
Goal 2:
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See if people would prefer Dove's competitors in terms of quality and brand message.
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Show various advertisement's of other competitors and show product ingredients.
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Goal 3:
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Show Dove ads and openly discuss how people who do not normally use Dove feel
Goal 4:
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Ask group how they felt/what parts of each ad caught their attentions to create a better method of marketing for all targets
Our group conducted questions and methods to address each goal.
Overall Findings
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Although consumers feel Dove's marketing brings awareness to certain issues , it does not necessarily make them feel included or more likely to buy the product.
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"I feel pensive. Because it was a thought provoking commercial made me think about beauty standards that we might have."
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"But you have to be a good mix of both because I want to know what the product does."
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Despite an appreciation for the focus on human relationships, consumers also want to know product advantages
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Consumers reacted positively to some level of light humor in product marketing
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"I like when it's funny, because I'm actually engaged. But, like the first one [Dove ad] made me sad. So I feel like I'm gonna associated that product with like, sad feelings."
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Participants indicated they looked at a brand's values when buying products
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"If a company is doing something good, I'll buy stuff from them, even if it's not my like favorite version of a product."
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Summary of Recommendations
DOVE NEEDS TO FOCUS ON THE PRODUCT RATHER THAN HUMAN RELATIONSHIPS
SUMMARY:
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Individuals prefer advertisements that focus on product advantages
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Our focus group did not respond positively to Dove's emotional appeal
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Advertisements focusing on the product or comedic relief were more effective
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Dove should focus more on product quality for both genders
After conducting qualitative research, we used our findings to develop quantitative research.
Research Problems and Hypothesis With Conclusions
Hypothesis 1
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H0 - Preferences on existing Dove bottles do affect consumer purchase intentions
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Ha - Preferences on existing dove bottles do not affect consumer purchase intentions
DEPENDENT VARIABLE MEASUREMENT:
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When I go to the store, I am already aware of my skin care purchase intentions.
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Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
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INDEPENDENT VARIABLE MEASUREMENT:
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I am heavily influenced by the packaging or physical appearance of my skincare products
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Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
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CONCLUSION DATA ANALYSIS STATEMENT:
THERE IS NO SIGNIFICANT EFFECTS OF PACKAGING ON PURCHASE INTENTION (R2=.003, F(1,58)=.21, P=.65). T
HEREFORE, THE HYPOTHESIS IS REJECTED.
Hypothesis 2
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H0 - There is no correlation between humor in advertising and willingness to purchase the item from the advertisement.
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Ha - There is a correlation between humor in advertising and willingness to purchase the item from the advertisement
DEPENDENT VARIABLE MEASUREMENT:
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I am always willing to try new products.
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Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
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INDEPENDENT VARIABLE MEASUREMENT:
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pay attention to advertisements when they make me laugh.
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Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
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CONCLUSION DATA ANALYSIS STATEMENT: THERE IS NO SIGNIFICANT EFFECTS OF HUMOR IN ADVERTISING ON WILLINGNESS TO PURCHASE (R2=.0037, F(1,62)=.228 ). THEREFORE THE HYPOTHESIS IS REJECTED.
Hypothesis 3
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H0 - There is no correlation between the price of Dove products and consumer’s willingness to purchase
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Ha - There is a correlation between the price of Dove products and consumer’s willingness to purchase
DEPENDENT VARIABLE MEASUREMENT:
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What determines your willingness to purchase an item ?
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A. Availability
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B. Packaging
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C. Convenience
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D. Other: _________
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INDEPENDENT VARIABLE MEASUREMENT:
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Which price of a skin care product do you feel is reasonable?
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A. $6 B. $7 C. $8 D. $9 E. $10 F. Other: ________
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Hypothesis 4
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H0 - Discussing benefits does not directly correlate to consumer’s willingness to purchase
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Ha - Discussing benefits does directly correlate to consumer’s willingness to purchase
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DEPENDENT VARIABLE MEASUREMENT:
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What determines your willingness to purchase a product?
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A. Influencer decisions
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B. Friend decisions
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C. Packaging
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D. Other:_______
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INDEPENDENT VARIABLE MEASUREMENT:
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I want to see the benefits of a brand, not the emotional appeals.
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Strongly Disagree 1 2 3 4 5 6 7 Strongly Agree
Hypothesis 5
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H0 - There is no relationship between emotional appeal and people’s ability to feel related to the brand
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Ha - There is a relationship between emotional appeal and people’s ability to feel related to the brand
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DEPENDENT VARIABLE MEASUREMENT:
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I usually feel that I'm related to a specific brand.
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Strongly disagree 1 2 3 4 5 6 7 Strongly agree
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INDEPENDENT VARIABLE MEASUREMENT:
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I prefer emotional advertisements over comedic advertisements.
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Strongly disagree 1 2 3 4 5 6 7 Strongly agree
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CONCLUSION DATA ANALYSIS STATEMENT: THERE IS A SIGNIFICANT CAUSAL RELATIONSHIP BETWEEN EMOTIONAL APPEAL AND PEOPLE'S ABILITY TO FEEL RELATED TO THE BRAND (R2= .185, F(1,56)=12.7, P=.00075). THEREFORE, THE HYPOTHESIS IS ACCEPTED.
Survey Structure
Our Survey questions were divided into 5 sections. The first 4 sections consited of 7-10 questions being asked from the likert scale. The last section consited of 3 multiple choice questions.
Summary and Recommendations
We discovered there was not a strong relationship between hypotheses 1,2,3 and 4. There is a strong causal relationship between hypothesis 5.
Our survey proved there is a significant causal relationship between emotional appeal and people's ability to feel related to the brand.
THUS, DOVE SHOULD CONTINUE TO PURSUE THEIR PERSON FOCUSED EMOTIONAL ADVERTISING.