What is Communication?

 Thetransmission of a message
from a sender to a receiver via a
medium of transmission.

Copyright © 2006 Pearson Education Asia Pte. 8-1

 Elements of the
Communications Process
 The Message Initiator (the Source)
 The Sender
 The Receiver
 The Medium
 The Message
 The Target Audience (the Receivers)
 Feedback - the Receiver’s Response

Copyright © 2006 Pearson Education Asia Pte. 8-2

 Medium can be:
– Impersonal (mass media)
– Interpersonal (with salesperson or a
friend)
– Interactive (direct feedback
possibility exists)
Copyright © 2006 Pearson Education Asia Pte. 8-3
Copyright © 2006 Pearson Education Asia Pte. 8-4
Persuasion and Persuasive
Communication
Theterm ‘persuasion’ means to force
someone into something.
The art of persuasion is the art of finding
the best available means of moving a
specific audience in a specific situation to
a specific decision.
Persuasive communication means,
persuading others to understand what one
is trying to communicate.
Persuasive communication has one core
Issues in Designing Persuasive
Communications
• Communications strategy
• Target audience
• Media strategy
• Message strategy
• Message structure and presentation
 Communications Strategy

In establishing communications strategy, the sponsor must

establish the primary communications objectives
The objectives could be creating awareness of a service or
promoting sales of a product.
Cognitive model depicts that exposure to a message leads to
interest and desire for the product and ultimately to buying
behaviour
Target audience

• Segment the audience

• Umbrella communication
Media Strategy
• It calls for the placement of ads in the
specific media read, viewed ,or heard by
each targeted audience
•A cost-effective media choice is one
Consumer profiles
•that closely matches
Audience profiles the
advertiser’s consumer profile
with the medium’s audience profile.
Excerpts from Table 9.2 Persuasive
Capabilities and Limitations of Major
Media (Newspaper)
• Access to large • Not selective
audiences • Short message life
• Effective for local reach • Clutter
• Flexible • Cost varies based
• Fast on ad size and
• Feedback possible vehicle circulation
through coupon
redemption, etc.
Excerpts from Table 9.2 Persuasive
Capabilities and Limitations of Major
Media (Magazines)
• Highly selective • Long lead time
• Selective binding • High clutter
possible • Delayed and
• High quality indirect feedback
production • Rates vary based on
• High credibility circulation and
• Long message life selectivity
• High pass along rate
Excerpts from Table 9.2 Persuasive
Capabilities and Limitations of Major
Media (Television)
• Large audiences • Long lead time
possible • High clutter
• Appeals to many senses • Short message life
• Emotion and attention • Viewers can avoid
possible exposure with
• Demonstration possible zapping, etc.
• Very high costs overall • Day-after recall
• Low costs per contact tests for feedback
Excerpts from Table 9.2 Persuasive
Capabilities and Limitations of Major
Media (Radio)
• High geographic and • Short exposure time
demographic • Audio only
selectivity • High clutter
• Short lead time • Zapping possible
• Relatively inexpensive • Delayed feedback
• Good local coverage through day-after
recall tests
Excerpts from Table 9.2 Persuasive
Capabilities and Limitations of Major
Media (Internet)
• Potential for audience • Demographic skew
selectivity to audience
• Customized tracking • Very high clutter
possible and other • Zapping possible
feedback tools possible • Great variation in
• Useful for branding pricing
and reinforcement of • Privacy concerns
messages
Excerpts from Table 9.2 Persuasive
Capabilities and Limitations of Major
Media (Direct Mail)
• High audience • Perception of junk
selectivity mail
• Personalization • Feedback possible
possible through response
• Novel, interesting • High cost per
stimuli possible contact
• Low clutter
Excerpts from Table 9.2 Persuasive
Capabilities and Limitations of Major
Media (Direct Marketing)
• Development of • Privacy concerns
databases • Measurable
• High audience responses
selectivity • Cost per inquiry,
• Relatively free of cost per sale,
clutter revenue per ad can
be calculated
• Multi media strategy could also
be used (one primary media
category carrying the major
burden of the campaign and
other categories providing the
supplemental support)
Message strategy
Buyer Personalities and Advertising
Strategies

Pragmatic
Righteous Social
(Logical)

How might advertising be designed

for these three distinct buyer types?
Involvement Theory and Persuasion

The Elaboration Likelihood Model (ELM)

proposes that marketers use the
•central route to persuasion for high
involvement products and the
•peripheral route to persuasion for low
involvement products
Figure 9.5
Central Route
to Persuasion
Issues in Message structure and
Presentation
1. Resonance (wordplay used to create double meaning
used in combination with a relevant picture)
2. Message Framing (positive message framing i.e.telling
the benefits or negative message framing i.e. loss by
not using the product)
3. One-sided Versus Two-sided Messages( only good
things or even good and bad points about the product)
4. Comparative Advertising (focusing on product
superiority)
5. Order Effects (when to present your commercial first
or last)
6. Repetition (to recall)