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Final Portfolio

Mary Conroy

Advertising Elements and Execution

I never understood advertising until a co-worker at the radio station and I spoke two years

ago. The way he described it absolutely blew my mind and is the reason I picked up the

Advertising emphasis. He explained a hypothetical situation. He said that say you were in a bad

car accident. No one was injured but your car took some damage. Your adrenaline is going. You

are panicked. The cop comes up to you and says “about to call the tow truck. Where we sending

your car?” and you have 2.5 seconds to respond. You have 2.5 seconds for the first brand to pop

into your head. You say “Stadium Auto Body.” Why is that? Because they spend the most

money on advertising in Northeast Arkansas. Your brand awareness only knows they fix cars.

You don’t know if they are the cheapest (they are definitely not) or how close they are. You go

with the first thing that pops into your mind.

This kind of success that Stadium Auto Body has had is what all advertising seeks to do,

be at the top of your mind. Even if you do not need the product or service right this minute, when

you do, who are you thinking of? I think advertising helps people find the products and services

they need.

Advertisement #1:

The advertisement I picked to do first was my Upper Crust advertisement. I liked your feedback on that it needs a call-to-action or an inclusion of the audience. Because of this, I added 15% off to celebrate 15 years.

Strategy WorksheetComplete for each unit assignment and other projects as assigned

1. Student(s): Mary Conroy

1. Name of Assignment/Project: Unit 2 Ex 1

1. Message/Purpose (convince, persuade, inform, etc.): to inform readers and celebrate brand awareness that it is Upper Crust Pizzas anniversary

1. Target audience(s): Men and women ages 20-50

1. Platform(s)/channel(s) (how will your message reach your audience?): Occasions Magazine

1. Objective(s) (what do you want your audience to do?): To go to Upper Crust Pizza and eat

1. Tone (what is the tone? Does your tone match your message, brand, and audience?): The theme is that it’s a birthday celebration and instead of the cake, the candles are on pizza. The tone matches it because it is more of a celebration and brand awareness ad. That is why I included the two addresses and their services. I used to work at Upper Crust as a hostess. I identify their need to differentiate their two locations in this way. All the time my location would get delivery orders and we did not have a delivery option. Upper Crust needs to utilize advertising so that people know the very different benefits at each store. I also added 15% since they are turning 15. This is the call-to-action after the brand awareness factor.

1. Research (what evidence supports the aforementioned questions? You must provide at least two to three sources with links.):

According to CBS News, the average human sees 500 food advertisements a day. This is a large number. It is important to break through the clutter with a creative advertisement. The candles on the pizza do just that. It is more colorful and exciting than the two page spread. It also is less wordy and only displays the most important information. I used a pale yellow throughout the advertisement because it is a known fact that yellow can make a human hungry. Restaurants like McDonald’s and Burger King have been using yellow in their brand and advertising for years.

https://www.cbsnews.com/news/cutting-through-advertising-clutter/ https://www.cbsnews.com/news/cutting-through-advertising-clutter/

1. Source of any elements not original – must provide link(s): ● Photos: All from canva● Copy: Occasions Magazine● Icons: Canva

Advertisement #2

On this advertisement, I tried to be more detailed in the video portions.

PRODUCT NAME: ARKANSAS STATE UNIVERSITY TITLE: “MORE THAN A NUMBER - FAIRY GODMOTHER”

VIDEO STARTS WITH BLONDE TEENAGE FEMALE WALKING INTO AN OFFICE THAT HAS THE WORD “ADVISOR” WRITTEN ON IT. SHE IS AT SCHOOL SEEING HER COLLEGE ADVISOR CONFUSED ABOUT WHERE SHE IS GOING TO SCHOOL. THE OFFICE IS COVERED IN VARIOUS COLLEGE GEAR. THERE ARE FLAGS, STUFFED ANIMAL MASCOTS, AND BROCHURES. THE GIRL APPEARS TO BE NERVOUS. THE ADVISOR HAS HER HAIR IN A BUN AND MEANS BUSINESS. SHE HAS ON A BROWN BLAZER AND GLASSES AT HER NOSE.

SUPER: THEME IS COMEDIC AND NOT SERIOUS

AUDIO: NONEADVISOR 1: SO, SARAH, WHERE ARE YOU THINKING ABOUT COLLEGE?

GIRL 1: EHHH...UUHHHH...I’M NOT SURE. ADVISOR 1: WELL, HAVE YOU LOOKED AT THESE? GIRL 1: YES. BUT THIS ONE IS TOO BIG LIKE I DON’T WANT TO BE A NUMBER AND THIS ONE IS TOO SMALL. I JUST NEED SOMETHING IN THE MIDDLE.SFX: CUE FAIRY GODMOTHER SPARKLE MUSICALL OF THE SUDDEN, THE CAMERA POINTS TO A SCARLET STUFFED ANIMAL ON THE ADVISOR’S DESK.SCARLET 1: GOOD THING I’M HERE TO HELP!GIRL 1: WHAT IN THE WORLD ARE YOU?ADVISOR FAINTS IN THE BACKGROUNDSCARLET 1: I’M SCARLET AND I’M HERE TO TELL YOU THAT YOU CAN HAVE BOTH A BIG AND SMALL UNIVERSITY. GIRL 1: I’M LIKE REALLY FREAKED OUT. BUT, LISTENING...SCARLET 1: A-STATE IS THE PERFECT OPTION FOR YOU SWEETIE. IT’S ONE OF THE MOST AFFORDABLE COLLEGES IN ARKANSAS. IT ALSO HAS HIGHLY ACCREDITED AWARD-WINNING PROGRAMS. YOU COULD BE ANYTHING FROM A NURSE TO A NEWS ANCHOR! GIRL 1: OK I’LL TOUR. HOW DO I FIND IT? SCARLET 1: JUST EMAIL [email protected] AND SET UP A TOUR!ANNCR: EMAIL [email protected] TODAY AND SET UP A TOUR. BECAUSE YOU ARE IMPORTANT. YOU ARE MORE THAN A NUMBER.



1. Name of Assignment/Project: TV/Commercial

1. Message/Purpose (convince, persuade, inform, etc.): To have high school and college transfer students tour Arkansas State University.


1. Platform(s)/channel(s) (how will your message reach your audience?): I will play this advertisement on various media platforms. I will play it on ESPN, local TV stations and various networks. I will research to see what Networks potential students and their parents watch. Because, targeting parents is just as important as targeting students. I will also go digital with this commercial. I would place this advertisement on Facebook, Twitter, and Snapchat as sponsored content. I would use SEO and Facebook analytics to ensure it reaches my target audience. This is important because only 2% of digital content actually reaches the target audience.

1. Objective(s) (what do you want your audience to do?): I want the target audience to email the office of recruitment to set up a tour.

1. Tone (what is the tone? Does your tone match your message, brand, and audience?): The tone is casual, comedic, and not too serious.

1. Research (what evidence supports the aforementioned questions? You must provide at least two to three sources with links.): I decided to make my second advertisement a slice of life. To me, the scariest part of high school was our advisor. Like many high schoolers, I had no idea where I would go to college. Seeing college gear gave me anxiety.This commercial makes the process seem funny and more lighthearted. According to www.campaignlive.co.uk, teenagers respond well to comedy. I tried to make the cheesy comedy fun and that anyone would feel comfortable watching. I think that recruitment advertisements have become so serious and we have lost our sense of humor. Just turn on ESPN during a college football game and all the ads for universities look the same. In 2015, Statista did a survey to see why students choose their perspective colleges. The number one reason was cost at 63%. I decided to highlight that fact in this advertisement. Arkansas State is actually ranked Top 5 in Arkansas for affordability according to Dr. Frye, but I cannot find a source for this. A-State is known for being affordable but also having wonderful programs. I decided to highlight nursing and communications in the advertisement because they are

popular majors at A-State. I think this advertisement would make people laugh. I also tried to include a stronger call-to-action in this one so that students would know to email. With email marketing, they will be put on the Office of Recruitment email list and they can find their future college’s academic advisors.

https://www.campaignlive.co.uk/article/advertise-teenagers/836592 https://www.statista.com/statistics/706268/top-10-factors-in-deciding-on-a-specific-college-us/

1. Source of any elements not original – must provide link(s): ● Photos/videos: N/A● Copy: https://www.astate.edu/a/recruitment/ ● Icons: N/A●

Advertisement #3

For this advertisement, I read your feedback and fixed all typos.

Client: PARSONAGE 322Product: PARSONAGE 322 – Food options

Title: Experience you don’t want to missLength: 30 secondsWriter: Mary Conroy

Medium: Radio

MUSIC: UPBEAT GARDEN PARTY MUSIC. LOTS OF CHIMES AND GENTLE INSTRUMENTAL SOUNDS. MEANT TO SOUND HIGH CLASS AND SIMPLE.

ANNCR (FEMALE VOICE): THE PARSONAGE 322 IN DOWNTOWN JONESBORO IS IS A LOCAL EXPERIENCE YOU DON’T WANT TO MISS. ALL OF YOUR HOMEMADE FAVORITES FROM

SOUPS, SALADS AND WRAPS TO BRUNCH!

SOUND: SOUND EFFECT OF SOMEONE POURING COFFEE

ANNCR: AT THE PARSONAGE 322, WE’LL POUR YOU A CUP OF COFFEE AND TREAT YA LIKE FAMILY! TAKE ADVANTAGE OF OUR PICK TWO COMBOS EVERYDAY. IT INCLUDES A HALF SANDWICH, BOWL OF SOUP AND HALF SALAD. ON SATURDAYS AND SUNDAYS, TREAT YOURSELF TO OUR CLASSIC SOUTHERN FAVORITE BRUNCHES. BISCUITS AND

GRAVY. CHEESY GRITS. OUR FAMOUS OMELETTES AND MORE.

ANNCR:SO DON’T MISS THE SOUTHERN EXPERIENCE AT THE PARSONAGE 322 LOCATED ON MAIN STREET IN DOWNTOWN JONESBORO.

-END-



1. Name of Assignment/Project: Unit 3 Ex 2 – Pitch ad

1. Message/Purpose (convince, persuade, inform, etc.): The purpose of this radio advertisement is to inform listeners about the Parsonage 322 and encourage

them to come eat there.


1. Platform(s)/channel(s) (how will your message reach your audience?): Radio advertising on select radio stations. We will do research to see which radio

stations best reach our target audience.

1. Objective(s) (what do you want your audience to do?): We want the audience to come eat at the Parsonage over other restaurants in Jonesboro.

1. Tone (what is the tone? Does your tone match your message, brand, and audience?): The tone is high-end with some southern comfort. Very upbeat and

we use a female voice to sound softer and kind.


According to Ad Week, every $1 spent on radio typically brings in $12 of purchase activity. The study showed that “heavy category buyers” ae

very responsive in radio advertising such as our Pitch ad for the Parsonage. Since our Target Audience is so broad, we have to utilize the right radio advertising to see this incredible ROI. This advertisement is meant to inform Northeast Arkansas residents and encourage them to

eat here. This means we have to be selective over which stations we buy advertising from. Insider Radio says that radio is also effective compared

to other mediums because it a reach people right before the point of purchase. I used that research to create my advertisement to hopefully

make someone hungry. The pouring of the coffee and descriptions of the food hopefully make a person in their car hungry. I would also

strategically place these advertisements based on the time of the day. On Saturdays and Sundays, The Parsonage seeks to catch people wanting a sweet brunch meal. I would play these ads in the morning. I would also

put them in heavy rotation on Sundays through my radio provider to catch the Jonesboro Church crowds.

https://www.adweek.com/digital/study-shows-that-every-1-spent-on-radio-advertising-returns-12-in-purchase-activity/

http://www.insideradio.com/free/nielsen-pushes-radio-effectiveness-with-best-of-roi-guide/article_6814f010-889d-11e7-a4b5-7343ce99ae17.html

1. Source of any elements not original – must provide link(s): ● Photos: N/A

● Copy: https://www.facebook.com/ChefJohnTheParsonage322/ ● Icons: N/A

Advertisement #4:

Social media advertisement.

1. Name of Assignment/Project: Social Media Advertisement

1. Message/Purpose (convince, persuade, inform, etc.): To inform audience on Bridal Bouquet discount. To get the audience to take advantage of the discount

and choose Bennett’s.

1. Target audience(s): Women ages 19-45

1. Platform(s)/channel(s) (how will your message reach your audience?): This will go on all social media platforms as well as email and text alert.

1. Objective(s) (what do you want your audience to do?): I want the audience to buy their wedding bouquet from Bennett’s. If they do, they are more likely to buy the entire wedding party’s flowers and will result in more business for Bennett’s.

1. Tone (what is the tone? Does your tone match your message, brand, and audience?): very bridal and bright


According to http://mapplinks.com/2017/02/16/allure-alliteration-advertising/, alliterations can help bring your brand to the next level. Historically, yellow is known to be bright color. I picked yellow as the primary color because it stands out and flows with my picture selection. According to https://www.statista.com/statistics/317801/facebook-

marketing-tactics-millennials-small-local-buisness, Facebook ads such as this one are 40% more likely to get people in the store to make a purchase. Because of this, I have

included the address on the advertisement. This also guided me in my decision to make this a social media advertisement rather than a newspaper or magazine advertisement.

1. Source of any elements not original – must provide link(s): ● Photos: Me and Canva

● Copy: https://bennettsflowers.com ● Icons: https://bennettsflowers.com

Advertisement #5: Direct Mail



1. Name of Assignment/Project: Direct Mail Advertisement

1. Message/Purpose (convince, persuade, inform, etc.): To inform the audience on the new Nutrition Hub. To have them come in and use the coupon to order a mea. To inform the audience on the brand awareness and hours of operation.

1. Target audience(s): men and women 26-55

1. Platform(s)/channel(s) (how will your message reach your audience?): Direct Mail

1. Objective(s) (what do you want your audience to do?): To persuade audience to try the nutrition hub for a healthier breakfast or lunch.

1. Tone (what is the tone? Does your tone match your message, brand, and audience?): The tone is chill and inviting

1. Research (what evidence supports the aforementioned questions? You must provide at least two to three sources with links.): I chose direct mail because it

has more influence than one thinks. According to https://www.statista.com/statistics/308130/advertisign-effectiveness-medium/, it has a 35% persuasion rate among the audiences. I think the addition of a coupon

is also a good touch since The Hub is known for being a little expensive. Also according to https://www.statista.com/statistics/293981/revenue-of-direct-mail-

advertising-in-the-us/, direct mail made 12 billion dollars in revenue in 2014. Moms are primarily my target audience. They want to be active yet are

constantly on the go. This coupon will get them in the store to be loyal customers.

1. Source of any elements not original – must provide link(s): ● Photos: https://www.facebook.com/nutritionhubjonesboro/ ● Copy: https://www.facebook.com/nutritionhubjonesboro/ ● Icons: https://www.facebook.com/nutritionhubjonesboro/

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