Evaluate Visual Persuasion Communication Deliverable 5
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Rasmussen College, Minneapolis *
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MMC3407CBE
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Communications
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Feb 20, 2024
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Evaluate Visual Persuasion Communication
Shelly Standley
Rasmussen University
MMC3407CBE: Visual Communication in the Media
Professor Sharon Thieman
12/15/2023
Memo
To:
CEO
From:
Shelly Standley
Date:
12/15/2023
Re:
Communication Strategies
It is essential to have visual persuasion in marketing advertisements. They are finding that social
media is the best way to engage potential clients. Social media is a great platform to advertise and market. Social media sites are where influencers and business owners worldwide use videos and pictures to attract new and current consumers to products, brands, and businesses. These platforms generate several views, likes, and comments daily, ensuring consumer interactions. Using a social media
platform is more effective than sending a direct email. Direct mailings and emails are often overlooked, unviewed, and are not personal. Using social media platforms, an organization can be assured that a wider audience will see an advertisement. Parkview Health and Rehabilitation Center is a state-of-the-art Skilled Nursing facility in Osborne, Kansas and is equipped with all the comforts of home. Our warm, knowledgeable staff are always available and attentive to all our residents’ needs. With cutting-edge medical equipment, top-
notch therapy gyms and a full medical staff on call, our residents receive the best of care, both physical and emotional
.
2
After researching social media platforms, it is recommended that the organization focus on using Instagram. Instagram is a visual platform used by millions of people worldwide daily. Using Instagram, the organization can leverage potential clients by sharing photos and videos of our facility and services and behind-the-scenes glimpses of our organization’s culture. Instagram also allows the organization to interact with potential clients through comments and direct messages, which can help us
establish a more personal connection with them.
Advertising and marketing on social media can have its advantages. An advantage of Instagram is that it allows the organization to interact with and target clients through direct comments and private messages. It also gives clients direct contact with the organization regarding questions or concerns. With brand awareness, the organization will gain exposure to potential clients. The organization must create an advertising budget to invest in Instagram advertising. The organization can choose which post to turn into an ad and click "promote.” After selecting the post, the organization can decide where the ad directs people, the target audience, and the dates the ad will appear. Once the promoted post is live,
the organization can track its performance using Instagram's analytics data. Also, since Facebook owns Instagram, organizations can utilize Facebook Ads Manager to create Instagram ads (Bonacci, n.d). Another advantage of advertising and marketing on Instagram is the organization’s target audience may have family members that require more specialized care in a nursing home facility. Contrary to society’s perceptions, nursing home facilities admissions are not just for the elderly, but they
include those adults who either themselves or their families cannot safely care for them at home. Instagram has a blend of age groups, geographic locations, and gender distinctions portraying Instagram’s global community. The US has 168.6 million Instagram users, the 2
nd
largest in the world. The 18-34 age group is the one largest of the demographics, contributing to 60% of total users (Bagadiya, 2023). The target audience may not reside within the Instagram user’s demographic, but the 3
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18-34 age group of Instagram users have family members that may benefit from the organization’s services. The 18-34 age group will continue to age and may need nursing facility placement and may use
the platforms they are most familiar with. The organization should take advantage of the fact that 90% of mobile browsing takes place on apps, by allowing viewers to view your posts anywhere they have access to a mobile device (Chiu, 2022). The disadvantages of advertising and marketing on social media are time, experience, and negative comments. An organization cannot just set up a business profile page; it must be monitored and run by a specific employee and may require prior training. The trained employee should have social media experience to plan, create content, and keep the organization's profile current. Also, they will need to be able to respond to questions, comments, and complaints. Unfortunately, like any organization, complaints may arise from an unsatisfied client. Negative comments should be handled appropriately and should not be deleted. Rhetoric
is the art of speaking and writing persuasively. One of Aristotle's most famous writings is titled Rhetoric
or The Art of Rhetoric. It is a treatise on persuasion and speaking well. According to Aristotle, persuading others on any topic is critical to developing a successful argument (Rasmussen, 2023). Ethos is defined as one's credibility, whether it is verbal or visual. Establishing credibility allows the consumer to trust the message presented. For example, if our Medical Director endorses the organization in an advertisement, it creates credibility within the community. Pathos focuses on emotion. Emotion is a persuasive appeal that captures and engages the consumer's attention. Pathos plays on the consumer's senses, memories, and experiences. An example of advertising would be a family gathering with their elderly loved one for a joyous event, which evokes an emotional response of happiness from the consumer and brings back memories. Using advertisements, images, videos, and 4
regular postings with ethos and pathos could help influence and persuade potential consumers to choose Parkview Health and Rehabilitation Center. 5
References
Bagadiya, J, (October 18, 2023). 70+ Instagram Statistics Marketers Need to Know in 2023.
https://www.socialpilot.co/instagram-marketing/instagram-stats
Bonacci, J. (n.d). How Do Instagram Ads Work? (And Do They Work?!).
https://www.webfx.com/blog/social-media/how-do-instagram-ads-work/
Chui, R. (October 3, 2022). The 10 Compelling Reasons to Use Instagram Marketing.
h
ttps://vidpros.com/the-10-compelling-reasons-to-use-instagram-m
arketing/?
gclid=&msclkid=bb5bd0f08dd718b0369fb4ff377f5fdf
Rasmussen.com. (2023). Influential Visual Techniques. h
ttps://learning.rasmussen.edu/ultra/courses/_141737_1/outline/edit/document/
_14664079_1
?courseId=_141737_1&view=content
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