Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a...
-
Upload
allison-simon -
Category
Documents
-
view
214 -
download
0
Transcript of Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a...
![Page 1: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/1.jpg)
Epstein, Lane & AssociatesEpstein, Lane & Associates
![Page 2: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/2.jpg)
Credit ReportCredit Report
![Page 3: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/3.jpg)
Background InformationBackground Information
What a Credit Report isWhat a Credit Rating is Why You Should Obtain a Copy of Your
Credit ReportHow You Get a Copy of Your Credit Report
What a Credit Report isWhat a Credit Rating is Why You Should Obtain a Copy of Your
Credit ReportHow You Get a Copy of Your Credit Report
![Page 4: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/4.jpg)
![Page 5: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/5.jpg)
98 Million Reports to Date98 Million Reports to Date
![Page 6: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/6.jpg)
Target Audience & Catchy AdsTarget Audience & Catchy Ads
• “We’re just trying to do something that’s talked about and seen and gets passed around in pop culture.”
-Steve Sage, an associate creative director at the Martin Agency.
• “We’re just trying to do something that’s talked about and seen and gets passed around in pop culture.”
-Steve Sage, an associate creative director at the Martin Agency.
![Page 7: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/7.jpg)
Unethical ClaimsUnethical Claims
![Page 8: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/8.jpg)
LawsuitLawsuit
![Page 9: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/9.jpg)
Dimensions of CredibilityDimensions of CredibilityGoodwill (Primary)Goodwill (Primary)Goodwill (Primary)Goodwill (Primary)
Friendly, sensitive, caring. Express concern
(sensitive) for those with bad credit, fraud
Caring- want to help
Friendly, sensitive, caring. Express concern
(sensitive) for those with bad credit, fraud
Caring- want to help
Dynamic/Energetic Dynamic/Energetic (Secondary)(Secondary)Dynamic/Energetic Dynamic/Energetic (Secondary)(Secondary)
Energetic, active
Upbeat music, fast paced songs
Often showing people doing something- riding bikes (active)
Energetic, active
Upbeat music, fast paced songs
Often showing people doing something- riding bikes (active)
![Page 10: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/10.jpg)
Maslow’s Hierarchy Maslow’s Hierarchy "Renaissance Fair" Commercial
Self-Actualization, “when you’re a rock star, you get to party hard, champagne and caviar, tricked out exotic cars.”
Aesthetic, “now instead of looking fly, I’m rolling fat. My legs are sticking to the vinyl and my posse’s getting laughed at.”
Esteem, “ living in the basement of her mom and dads, we cant get a loan for a respectable home.”
Love/belonging “stress at home.. had a poor credit score and the number would haunt me where ever I go…Renaissance fair.”
Safety, “all because some hacker stole my identity.”
"Renaissance Fair" Commercial
Self-Actualization, “when you’re a rock star, you get to party hard, champagne and caviar, tricked out exotic cars.”
Aesthetic, “now instead of looking fly, I’m rolling fat. My legs are sticking to the vinyl and my posse’s getting laughed at.”
Esteem, “ living in the basement of her mom and dads, we cant get a loan for a respectable home.”
Love/belonging “stress at home.. had a poor credit score and the number would haunt me where ever I go…Renaissance fair.”
Safety, “all because some hacker stole my identity.”
![Page 11: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/11.jpg)
Elaboration Likelihood Model – Peripheral RouteElaboration Likelihood Model – Peripheral Route“F to the R to the E to the E to the C to the R to the
D-E-T, FREE to the PORT to the DOT to the COM”
“F-R-E-E, that spells Free, credit report dot com, baby”
All commercials- use cues not delivery, use of clever words
Persuades easily but does not last long
“F to the R to the E to the E to the C to the R to the D-E-T, FREE to the PORT to the DOT to the COM”
“F-R-E-E, that spells Free, credit report dot com, baby”
All commercials- use cues not delivery, use of clever words
Persuades easily but does not last long
![Page 12: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/12.jpg)
TheoriesTheories
InoculationInoculation
Inoculation is easy for viewer, no perceived threat, no need for product
There is no perceived threat from commercial
Offers “free” credit report
Inoculation is easy for viewer, no perceived threat, no need for product
There is no perceived threat from commercial
Offers “free” credit report
PerceptionPerception
World View Theory – Pessimistic
Basic premise is based on bad credit causing a poor life style or fraud ruining credit
World as a jungle= perceived danger.
World View Theory – Pessimistic
Basic premise is based on bad credit causing a poor life style or fraud ruining credit
World as a jungle= perceived danger.
“Dream Girl" Commercial
![Page 13: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/13.jpg)
Success ValuesSuccess ValuesHappiness
Pride/prestige
Material Comfort
Accumulation of goods
Happiness
Pride/prestige
Material Comfort
Accumulation of goods
![Page 14: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/14.jpg)
The MusicThe Music
Tend to focus on consonanceTend to focus on consonance "Cell Phone" Commercial"Cell Phone" Commercial
Major KeyMajor Key
Minor KeyMinor Key
Pop Song FormulaPop Song Formula
![Page 15: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/15.jpg)
How Persuaders Adapt to and Influence SituationsHow Persuaders Adapt to and Influence Situations
Negative- you didn’t go to freecreditreport.com and now you- live in a basement, ride a bike, drive a junky car, live at a renaissance fair…etc
Positive- you already did, or will go and you will live in a suburb, drive a nice car, not live in a renaissance fair…etc.
Negative- you didn’t go to freecreditreport.com and now you- live in a basement, ride a bike, drive a junky car, live at a renaissance fair…etc
Positive- you already did, or will go and you will live in a suburb, drive a nice car, not live in a renaissance fair…etc.
![Page 16: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/16.jpg)
Re-defining MomentRe-defining Moment
Changed their emphasis from Changed their emphasis from FreeCreditReport.com to FreeCreditReport.com to FreeCreditScore.comFreeCreditScore.com
Re-branding – The New Band ThingRe-branding – The New Band Thing
![Page 17: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/17.jpg)
GamesmanshipGamesmanship
• Elaboration Likelihood Model – Peripheral Elaboration Likelihood Model – Peripheral RouteRoute
• Success Values – Success Values – CompetitionCompetition
![Page 18: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/18.jpg)
![Page 19: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/19.jpg)
Free Credit ScoreFree Credit Score
• Golfing Commercial• http://www.youtube.com/watch?v=jwb2ADaMMCs
• Co-active approach• seeking correct similarities between persuader and audience
• Elaboration Likely hood Model- Peripheral Route• Focuses on cues not directly related to the product• Repeated exposure to jingles and clever wording
• Golfing Commercial• http://www.youtube.com/watch?v=jwb2ADaMMCs
• Co-active approach• seeking correct similarities between persuader and audience
• Elaboration Likely hood Model- Peripheral Route• Focuses on cues not directly related to the product• Repeated exposure to jingles and clever wording
![Page 20: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/20.jpg)
Survival Values• Financial safety, security and peace of mind
Emotional Triggering• Mood, personality, past experiences, needs, situation, information level
Six Channels of Persuasion- Number 6: Relationships• We prefer to say yes to things that we like
Survival Values• Financial safety, security and peace of mind
Emotional Triggering• Mood, personality, past experiences, needs, situation, information level
Six Channels of Persuasion- Number 6: Relationships• We prefer to say yes to things that we like
![Page 21: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/21.jpg)
College Commercial• http://www.youtube.com/watch?v=vx4ABbJRYkQ
• Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording
• Adapting to influence the situation Creating a negative view on the situation
• World View Theory You Never Know
• Low Fear Appeal Great deal of exposure Simple action is required. Just log on
College Commercial• http://www.youtube.com/watch?v=vx4ABbJRYkQ
• Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording
• Adapting to influence the situation Creating a negative view on the situation
• World View Theory You Never Know
• Low Fear Appeal Great deal of exposure Simple action is required. Just log on
![Page 22: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/22.jpg)
Check It Commercial• http://www.youtube.com/watch?v=LPDdxwiRIl4
• Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording
• Co-active Approach seeking correct similarities between persuader and audience
• Adapting to influence the situation Creating a positive view on the situation
• Identification Theory Persuading by identifying with our audience
Check It Commercial• http://www.youtube.com/watch?v=LPDdxwiRIl4
• Elaboration Likely hood Model- Peripheral Route Focuses on cues not directly related to the product Repeated exposure to jingles and clever wording
• Co-active Approach seeking correct similarities between persuader and audience
• Adapting to influence the situation Creating a positive view on the situation
• Identification Theory Persuading by identifying with our audience
![Page 23: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/23.jpg)
The WebsitesThe WebsitesConsistencyConsistency
Emphasis on BandEmphasis on Band
Emphasis on certain textsEmphasis on certain texts
Free Credit ReportFree Credit Report Free Credit ScoreFree Credit Score
![Page 24: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/24.jpg)
ConclusionConclusionElaboration Likelihood ModelElaboration Likelihood Model
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
Success ValuesSuccess Values
Overall, A Successful Campaign Overall, A Successful Campaign PeripheralPeripheralEthicsEthics
![Page 25: Epstein, Lane & Associates. Credit Report Background Information What a Credit Report is What a Credit Rating is Why You Should Obtain a Copy of Your.](https://reader037.fdocuments.net/reader037/viewer/2022110206/56649cdf5503460f949a8ace/html5/thumbnails/25.jpg)
SourcesSourcesClass NotesClass Notes
Professor Frye, Persuasion in Everyday Life.Professor Frye, Persuasion in Everyday Life.Youtube.comYoutube.comFreeCreditReport.comFreeCreditReport.comFreeCreditScore.comFreeCreditScore.comAdWeek.comAdWeek.com