Epstein, Lane & AssociatesEpstein, Lane & Associates

Credit ReportCredit Report

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

98 Million Reports to Date98 Million Reports to Date

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.

Unethical ClaimsUnethical Claims

LawsuitLawsuit

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)

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.”

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

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

Success ValuesSuccess ValuesHappiness

Pride/prestige

Material Comfort

Accumulation of goods

Happiness

Pride/prestige

Material Comfort

Accumulation of goods

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

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.

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

GamesmanshipGamesmanship

• Elaboration Likelihood Model – Peripheral Elaboration Likelihood Model – Peripheral RouteRoute

• Success Values – Success Values – CompetitionCompetition

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

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

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

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

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

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

SourcesSourcesClass NotesClass Notes

Professor Frye, Persuasion in Everyday Life.Professor Frye, Persuasion in Everyday Life.Youtube.comYoutube.comFreeCreditReport.comFreeCreditReport.comFreeCreditScore.comFreeCreditScore.comAdWeek.comAdWeek.com