Exercise 12. 1

Department Head Leaves
250 words, direct quote
pg 256
write own 3 sentence boilerplate

 

For more information contact

Molly Ketcham

Mountain East Medical Center

(123) 456-7890

Ketcham@memc.com

 

Johnny Toler becomes new Head of Purchasing Department.

FOR IMMEDIATE RELEASE

 

 

The Mountain East Medical Center is sad to announce the resignation of Bob Wilkinson, head of the purchasing department, effective immediately.

Wilkinson was a 1972 graduate of the state university’s school of hospital administration. He came to Mountain East Medical Center in 1975 after working for a small rural community hospital as purchasing chief. He will take a job as a purchasing agent with City Memorial Hospital.

Wilkinson will be replaced by the assistant head of the department, Johnny Toler, who has been with the hospital for 13 years. His background is in pharmacy. He began as an assistant druggist in the hospital pharmacy 13 years ago and was moved to the purchasing department in 1978 as an assistant after the hospital pharmacy closed.

“This hospital means a great deal to me and my family and I will give my best efforts to making our purchasing department the best. I learned from a fine man – Bob Wilkinson – and I hope I can continue to build on the foundation he established,” said Toler.

“Bob’s abilities will be greatly missed at this hospital, but I know that Johnny Toler is a person we can all depend on to do whatever is necessary to keep his department going. I have great faith in him and in this hospital,” said Harry Illscott, hospital administrator.

For more than 50 years, Mountain East Medical Center has been committed to those who seek our care. We’ve become known for the expert, compassionate, individualized attention given to the people who have already passed through our doors, and the new patients who visit us each year. Next time you're in need, stop on by.

Exercise 11.5

Worship is more than just a major

Other than studying for long hours or attending different sporting events, students at Liberty University are given many opportunities to worship God. Worship, although offered as a degree of study, can be experienced by anyone. Convocation, which is held three times a week, gives students a time of worship led by music, as well as an opportunity to hear from great men and women from all over the world. There is also Campus Church on Wednesday evenings as well as local church services on Sunday. When students are not in a set service, they show the talents God has given to them while on the stage, field, or even in class. As Christians, we are called to worship God in all that we do. Deuteronomy 6:13 says, “You must fear the Lord your God. You must worship Him, and swear by His name.”  At Liberty University, there are many opportunities to give glory back to God. Come visit and see what we have to offer!

Exercise 11.3

find an ad on Youtube
hyperlink
page 234


Jeep Grand Cherokee

 

1. What visual effects are used to define location?

They used different places in the first half, and then drove the jeep around at the beach, woods, mountains and farm for the second half. During the first half of the commercial, they show you everyday activities that people deal with.  

2. What sound effects are used to define action?

The ad starts out with powerful music that builds as the voice builds to really grab the audience member’s attention. The music changes as a different voice begins talking about the jeep.

3. What type of format is used?

The type of format is the anonymous announcer. The commercial is designed to strictly focus on the jeep, and nothing else. In the commercial, you can see people, but not the person talking.

4. Write a brief synopsis of the ad (three or more sentences at most).

The commercial shows you different situations where you are getting closer to a goal, and says "fight for that inch". Then it transitions to the making of the new Jeep. They are doing what it takes to build greatness. 

5. What is the target market of the ad?

The target market is anyone who is looking for a new vehicle that is great. In the beginning, they show you men, women, and children. This makes me realize that the new Jeep Cherokee isn’t for just men, but for families.  

6. What benefits are offered by the ad?

The Jeep is refining the climb at building greatness, and a commitment to winning. It is a breathtaking achievement and it is passion given a purpose. "Every day, we chip away, because that’s the only way to see the best of what we're made of."

7. Is there a call to action in the ad?

Yes, the call to action is to buy a 2014 Jeep Grand Cherokee. The build it up so much in the commercial, and it makes you want one. 

Exercise 11.1

choose ad on www.adflip.com
- must have text!
- 50 - 100 words per answer
- hyperlink to ad!



King of the Hill

1. What is the promise of benefit offered by this headline?

 In the headline, the audience member is told that the Jeeps now have Chrysler motors, making them the king of the hill. Also, the new Jeep Wranglers are only $8995. By looking at the picture, you can see that the Jeep doesn’t have any problems getting around in tough situations.

2. How does the illustration demonstrate the product? How does this illustration attract attention?

The illustration is a picture of a Jeep on hill. They did this to make you see how the Jeep Wrangler is on top of the world, and better than other vehicles. It isn’t stuck in a ditch. Instead, it is on top of a rocky hill, because it was built to achieve any obstacles. The Jeep is red, with the top off, which attracts attention.

3. What proofs of the promise of benefit in the headline are offered by the body copy?

The body copy explains how the new Jeep Wrangler is so much better than before. They call it a champ, a wonderful companion and a four-wheel-friend. It makes you believe their idea of the Jeep Wrangler being king of the hill. Who wouldn’t want a friend that could get them out of tough situations?

4. What action does this ad tell readers to take?

This ad tells readers to buy a Jeep Wrangler. They do this by making the jeep seem more like a good friend than an ordinary vehicle. The last sentence says, “Heck, $8995 is a small price to pay for freedom.” Why not take the chance; you may be buying your new best friend.

The Persuaders

"I watched the Persuaders in its entirety"

        First of all, I think it is crazy to realize where advertising has changed in the past few years. Everywhere you go, there are advertisements all over. Whether you are walking on the street looking at billboards, or reading the newspaper, you will see ads.

        In the chapter A High Concept Campaign, we see different companies trying new ways to catch the consumer. There is not enough room to show all of the ads, which makes the streets look cluttered.  Something that I found interesting was When Naomi Klein said, “Consumers are like roaches, you spray them and spray them and after a while it doesn’t work anymore, because we develop immunities.” Also, in this chapter, we hear of Song, a new airline. I think their way of marketing was awesome. They thought about everything imaginable to make it work.

        Chapter two, Emotional Branding, really caught my attention. Some products started using old time values of community to sell to their audience. People want to feel the same experience as the commercials, and the ad agencies make that happen. They go deeper than the product name, and make it more personal. I know this works because there are many times that I have fallen for the same thing.

        In the chapter The Times they are A –Changing, we are introduced to the idea of being able to skip over television ads. Advertisers became afraid, and therefore had to change the way they sell their product. Therefore, instead of placing their ads during commercials, they put them in the programs so people would see them. I think this is a great idea because TV shows and movies build so much more emotion than a 15 second commercial.

        The Science of Selling shows us how the market people conduct research on their consumers. It actually takes a lot of more planning than I thought. You have to conduct an experiment, and make sure you have people in those groups that are a part of your target audience.

        The chapter Giving us what we want, we see Frank Luntz conduct research to see what the consumers want. He believes language works, and it depends on what words you use. Words can confuse, but it works to make it sound better.

         In the chapter The “Narrowcasting” Future, we see that the consumers are getting ads sent to them based on who they are. This is a great way to reach certain people that will most likely buy the product.

        In conclusion, I definitely learned a lot by The Persuaders. I didn’t realize how much work was put into the way companies market their products. However, it takes a lot of people and a lot of different tasks to make an ad brilliant.

(458 words)

Exercise 8.2

Faculty Death

Last year’s “Outstanding Professor” at Liberty University died at age 58. Elizabeth Billson taught at the school for 36 years. It has been estimated that the education professor had taught 10,000 future teachers during her career. Billson has been suffering from cancer for 10 years now.

Wreck

Sunday night, two trucks collided on a part of I-59 undergoing construction. There are two narrow lanes where the trucks collided head on. Both drivers are unhurt, but have been cited for speeding and reckless driving. Each of the drivers braked, but continued to slide forward and hit each other. The accident caused a traffic jam because fuel from both trucks spilled onto the highway and cause an oil slick which blocked the road for 45 minutes.  One of the trucks was refrigerated, and lost an estimated of $10,000 worth or products due to everything thawing.

Exercises 8.3 - 8.4

Bridge Completed

Last year during the flood, the bridge over Roaring Creek was washed out. At the time, the bridge was  75 years old, but served a great purpose. When the bridge was passable, the people of Oak Grove only had to travel a mile to Highway 19. However, with the bridge out, the residents had to travel a lot farther to get to work. 

The county has been working on getting it fixed for some time now, and the bridge has actually been open for a couple of weeks. The bridge cost seven hundred thousand dollars to replace. The cost was split up between the county, the state, and the U.S. department of transportation. 

We have a quote from Roland Lively, the department head of the County Department of Transportation. (Insert sound byte)

"The bridge was not in great shape when it was destroyed. We already had some money in the county budget for repairs. Problem was, we didn't have enough to replace the bridge. We were just going to to repair it. Fortunately, some state and federal money was available, and we were able to do it a lot quicker than we had expected."

The new bridge spans 33 feet over Roaring Creek along Roaring Creek Road, and the town is excited to see it back. 

New Basketball Coach

Harbrace University announced the appointing of a new head women’s basketball coach today. After a record of 3 wins and 22 losses last season, which made it the third season in a row with a losing record, Coach Jess Storey resigned at the end of the season.

Pam Neubaugher (NEW-bow-er) had been the assistant head coach at Staley College in Pennsylvania for three years.

In an interview, Neubaugher said, (Insert sound byte)

We are looking forward to a new start for the Harbrace team this season!