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Blog #13 - Pitch Please Reflection

In this activity, I developed an advertising campaign for a Bike-Share program in Abu Dhabi. 

The main appeals I use in the presentation were:

1.       The need for autonomy is effective buy conveying the appeal that they are not limited to one method of transport

2.       Need to escape works as it is insightful to leave the norms of travel and try something new.

3.       Satisfy curiosity implies that is a positive thing to get onto a bike and look at the commute form a new perspective.

The techniques I used and why I knew they would be the most effective are:

Persuasive Techniques: 1 – Analogy Back this method entertains the reader while also showing them (effectively teaching) how to use this program. Using a simple narrative of leaving an apartment building, getting the bike, paying to get to work, returning the bike and sitting back at your desk. While an idea of spending the whole day being limited by road and public transport investitures to get where they want to be.

Persuasive Techniques: 2 – Stickman fear to impose this fear of the stickman, that there is always someone or something adding pressure on you as will be shown in the negative portal of driving, having traffic, finding somewhere to park in a crowded city and shamming a bus system is not always reliable. Pouching the fear that while you are stuck on your way to work boss is already looking for a replacement.

Persuasive Techniques: 3 - Timing: often people will be persuaded not because of the ad itself but because of when it's delivered. Marketing a 24 hour a day service it would aim to feature the campaign on the side of buses, bus stops, taxi caps, billboards, and most places that stick out so that the audience can always remember that there is a more efficient and effectively cheaper way to travel. Morning television is also a good place to show the ad’s side by said with the traffic alerts, as well as collaborate with Apple, Amazon, Microsoft and Samsung’s voice assistant platforms to promote the bike share with traffic alerts. This way there is no possibility of the missed opportunity.

An overall awareness of the intended audience affected the path of the campaign since it aims to people who are “technophiles” and can easily adapt to the new platform. Otherwise, a campaign would be highly centric on teaching the idea of independence that takes away on the intended premise of the campaign that is to teach people to get comfortable with and use a new platform at this early stage.

In the presentation I used real images, not just concepts but a reality, pictures I have taken of the situation in parts of Abu Dhabi and then I have rented a bike share in my research for the project and I can talk with certainty with the perspective of the initial user and without affiliation I know that the reader needs more than a person that is affiliated with the concept.  

This activity prepares me for the FOA since it shows me more than one perspective in the advertising industry. For the FOA I will take the receptive role to analyze and explain what a text is trying to convey, while the Pitch Please activity allowed me to be more creative and understand the thinking processes that go into designing effective and audience-focused advertisements.




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