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The4!Persuasion Matrix!
1! 3!
2!
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Receiver/ Comprehension
Channel/ presentation
Message/ yielding
Source/ attention
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SOURCE FACTORS
Person
endorsement
Source Attribute
Credibility Attractiveness Power
Each inuences the recipients attitude or behavior through a different process
Process
Internalization Identication Compliance
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SOURCE CREDIBILITY
Two
important dimensions
Expertise Trustworthiness
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Friday 3 February 12
The brand is creating powerful content that it releases online in a way intended to be stumbled upon by consumers and shared between their friends By releasing it to open platforms such as YouTube, they're implicitly inviting discussion. There can be paid-for placement in key media to extend the reach and start the process, but ideally the campaign works by the word of mouth effect. To gain accountability the brand team can track play rates to measure the number of exposures, and use qualitative and social network analysis to gain feedback about the brand sentiment.
http://www.youtube.com/watch?v=epOg1nWJ4T8 http://www.youtube.com/watch?v=hibyAJOSW8U
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SOURCE ATTRACTIVENESS
Similarity
Familiarity Likability
(Celebrities)
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USE OF CELEBRITIES
Endorsements: The
celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion of the product. celebrity, usually an expert with experience with the product, attests to its value and worth. actors or models portray the brand in use during dramatic enactments designed to show the goods.
Testimonials: The
Dramatizations: Celebrity
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celebrity may be overexposed which reduces his or her credibility target audience may not be receptive to celebrity endorsers celebritys behavior may pose a risk to the company
The
The
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MESSAGE FACTORS
Message Structure Order of presentation (primacy vs. recency): For Strongest Arguments
Conclusion Drawing (open vs. closed end): Explicit conclusions easily understood. High educated and egoistic: Open preferred Message sidedness (one vs. two-sided): Only +ve vs Good/Bad points
Refutation: Both sides of issue presented, then refutes the opposing view point
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Friday 3 February 12
Research on learning and memory generally indicates that items presented rst and last are remembered better than those presented in the middle Think about the last TVC you saw - what all do you remember? One of the reasons why product shot is towards the end of a commercial along with a sign-off message/ brand logo
Ad message recall as a function of order of presentation
Recall
Beginning
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Middle
End
MESSAGE FACTORS
Message Appeals
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Rejection
Inhibiting effects
- Anand Keller & Block
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Advantages Aids attention and awareness May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter and reduce the level of counter arguing
Disadvantages Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales May wear out faster
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Lets
share some examples of ads where you think humor has worked and where it hasnt discuss some examples
lets
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MESSAGE STRATEGIES
Cognitive Affective Conative Brand
Rational arguments/Info. Generic: Direct Promotions of prod. Attributes/benets: Brand Leader Strategy Preemptive: Claim superiority based on products specic attribute/benet. Unique Selling Proposition: specic testable claim of uniqueness/superiority. Hyperbole: Untestable claim based on some attribute/benet. Comparative: Co. vs. the competitor
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lets
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MESSAGE STRATEGIES
Cognitive Affective Conative Brand
Invokes
feelings/emotions
Resonance: Connects
product with consumer experiences: Strong ties vis--vis prod/customer choice. powerful emotions leading to prod. Recall &
Emotional: Elicits
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lets
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MESSAGE STRATEGIES
Cognitive Affective Conative Brand
The aspect of mental processes or behavior directed toward action or change and including impulse, desire, volition, and striving. Designed to lead more directly to some type of consumer response: To support coupon redemption programs, In-store offers etc. Action-inducing: POP Effect (Impulse)=Cognitive + Affective come later Promotional support: To support other promotional efforts
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lets
Friday 3 February 12
MESSAGE STRATEGIES
Cognitive Affective Conative Brand
Corporate
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lets
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Manner in which an Ad appeal is presented: Fear/Humor/Sex/Music/Rationality/Emotions/ Scarcity etc. Animation Slice-of-life Dramatization Testimonial Demonstration Fantasy Informative
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Sources, References and additional reading material: Advertising & Promotion - An Integrated marketing communications perspective - George E Belch, Michael A Belch, Keyoor Purani TRUTH, LIES & ADVERTISING - THE ART OF ACCOUNT PLANNING - JON STEEL Blink - Malcolm Gladwell Creative strategy in Advertising - A. Jerome Jeweler OGILVY ON ADVERTISING - DAVID OGILVY Positioning - Jack Trout & Al Ries
NOTE: All slides, images, logos, case studies,etc. are registered trademarks their respective owners and have been used here for educational reference purpose only
Friday 3 February 12