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Summary COMM223 week 3 assignment COMM 223 Advertising Campaign: Promoting Online Education COMM 223: Persuasion in Communication Advertising Campaign Women are three to four times more likely than males to reduce their working hours or leave the job becaus $7.49   Add to cart

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Summary COMM223 week 3 assignment COMM 223 Advertising Campaign: Promoting Online Education COMM 223: Persuasion in Communication Advertising Campaign Women are three to four times more likely than males to reduce their working hours or leave the job becaus

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COMM223 week 3 assignment COMM 223 Advertising Campaign: Promoting Online Education COMM 223: Persuasion in Communication Advertising Campaign Women are three to four times more likely than males to reduce their working hours or leave the job because of the coronavirus pandemic (Milliken et a...

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  • January 9, 2022
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  • 2021/2022
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COMM 223

Advertising Campaign: Promoting Online Education


COMM 223: Persuasion in Communication

Advertising Campaign

Women are three to four times more likely than males to reduce their working

hours or leave the job because of the coronavirus pandemic (Milliken et al., 2020,

para 5). This is especially alarming in terms of how it may affect gender equity in

the future. I will be creating an online education advertising campaign aimed at

women, with an emotive, behavioral, and cognitive appeal to inspire women to

continue their education and enter, stay, or return to the workforce. Persuasion is

defined as "an intentional endeavor by one individual to persuade another

individual or group of individuals to change their attitudes, beliefs, or conduct

through the transmission of some message" (Warnick, 1981, para 1). In the

advertising, I will discuss why online education can better meet the needs of most

women than traditional classroom education, as well as how taking online

programs can prepare women for success in today's workplace. I will go over three

persuasion theories, where and how I plan to run the campaign, and the main

message that will be employed.

Most people are familiar with the concept of online education. It provides a level

of flexibility that a traditional institution would not be able to provide. Most

individuals, especially those who do various jobs such as parent, spouse, career,

, and employee, require this capacity. It is also worth noting that for people looking

to enhance their education, online education is often a very cost-effective choice. I

would feel driven to target women in my persuasive effort for online education

because the pandemic disproportionately affected women.

In my campaign, I intend to target women by promoting online education through

a multi-platform advertising campaign. Future-proofing the workforce is the main

message I would send out. My hashtag, #futureprooftheworkforce, will be used

throughout all digital and printed ads. The campaign will involve a mix of in-

person events, live streaming, and videos, as well as the distribution of pamphlets

with success stories from women who earned their degrees using an online

platform. "82 percent of customers prefer live video from a company to social

posts, and 85 percent of consumers want to see more videos from businesses,"

according to the article 75 Live Video Streaming That Every Marketer Should

Know (Santora, 2021,). I will make sure to include relevant information about

online education in these films, such as how finishing a degree would meet their

goals, is cost-effective, and will "future-proof" their achievement, as well as

information about how the epidemic has disproportionately impacted women. The

idea would be to try to connect with the audience. "The targeted strategy's essence

is to send a message to a set of consumers based on their shared qualities" (Li,

2014 p 44, para1).

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