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Pitch Reflection

In our pitch, we primarily used the appeal to affiliation, to achieve and to prominence, We figured that these were the most appropriate considering the demographics valued and associated acquiring those valued aspects with consuming organic food. With the rich mums of Manhattan, we created an affiliation with clear, wrinkles-less skin and eating organic food from this grocery store. Achieving could be used with all of our target audiences because the majority of people throughout New York were there to succeed in their given career path. Succeeding could only come through organic food which would make the audience more attracted to the product. The appeal for prominence followed a similar principle with wanting to stand out in such a successful city of people however especially for the white mums who wanted to climb the social ladder. 

The persuasive techniques that we used in our 24h organic grocery store in new york campaign were association, plain folks, bandwagon, flattery and bribery. We felt that association is a very effective technique because associating the product with an idea that people will want, will result in them buying it just to complete their goal as they believe they need it to achieve it. Using plain folks was effective with university students because they would then think that other students in the same boat as them, benefited from organic foods and it wasn't just people like Albert Einstein for example. The bandwagon was crucial with the rich, white mums of Manhattan because we figured that they were very concerned with fitting in and standing out with a good reputation. Flattery also worked well as a technique for this target audience. Bribery was key in the university students because they would obviously be low on money and want to save for their courses so offering student discounts would have attracted a lot of students which was the main goal. 

How did an awareness of audience and context influence your overall approach to this activity?

Having an awareness of the demographics in New York led to the knowledge of the different target audiences with different approaches. We did for the majority generalize when we thought about the appeals for advertising, however, being aware of the context and audience meant that each ad campaign had to be carefully designed so that it could appeal to what is valued by that specific audience which would result in them being persuaded to buy from the organic store.

We chose the images that we did because the connotations would match with the aesthetic that we envisioned for the target audiences. The rich mums included celebrities shown on minimalist backgrounds, high-end apartments, organic juices and yoga classes which surround these women on a day-to-day basis which would make them feel that the product was familiar to them and something that they should include to their lifestyle. 


I think overall that our presentation was very effective as it had the appeals, the audiences and the right associations with those demographics. We didn't use words on our powerpoint and mainly relied on pre-knowledge from practising the presentation. I think that I could improve with my presentations in not using any cue cards or reading from anything because that is essential in the FOA. I also need to work on my presenting in general because I get very nervous and tend to start talking very fast. I think having more practise before hand on lots of different people, will enable me to be less nervous because I will know that I am more prepared. 

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