Persuading Consumers

Team Members- Group 10

Name Index No
Kasun Senevirathna 2015/MBA/WE/80
Wasantha Rathnakumara 2015/MBA/WE/74
Sameera Ranasinghe 2015/MBA/WE/69
Nimalan Ganeshraj 2015/MBA/WE/
Milan Sandaruwan 2015/MBA/WE/78
Contents

Elements & Persuasive Capabilities

Broadcasting & Narrowcasting
Effective design of Persuasive massages
Persuasive Advertising Appeals
How to measure effectiveness of advertising
Conclusion
Elements & Persuasive Capabilities
 Focus- General Public

One solution all concerns

Visual display only

No feedback mechanism
 Majority ignoring the ads

Focus- specific program viewer

One solution all concerns

Both verbal and visual interaction

No feedback mechanism

Source: Lightspeed GMI/Mintel

 Focus- specific program listeners

One solution all concerns

Verbal interaction only

No feedback mechanism
 Focus- all news readers

One solution all concerns

Visual display only.

No feedback mechanism
Common Limitations in Broadcasting

Addressable

Customize

Less Interactive

Unmeasurable response
Narrowcasting
Google Ad is popping up
Narrowcasting

Self interaction through website

Narrowcasting

Customer support and reviews through community networks

Narrowcasting

Interaction through social media

Use of Google Surveys 360 for evaluations
Designing Persuasive Messages

Established objectives
Brand Awareness
Increase sales
Create favorable image
Appropriate Medium
Target audience
Design the Message
What need to communicate
Audience personal characteristics
Design The Message

Images and Text

Message Framing

One-Sided Vs Two-Sided Message

Order Effect
Images and Text

One Picture is worth a thousand words

Images and Text Cont..

Easy
Message Framing

Positive Message Negative Message

Framing Framing

The benefits to be gained by The benefits to be lost by not

using specific product using the product
One-Sided Vs Two-Sided Message

One Sided Message

Products are the only once of their kind
Ex:- Link Samahan
One-Sided Vs Two-Sided Message - Cont

Two Sided Message

Company Acknowledge the Competition
Order Effect

Present your commercial first or last?

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Persuasive Advertising Appeals

The approach used to attract the attention of consumers

and/or to influence their feelings toward the product, service.
Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of
people
Widely used advertising appeals
Comparative advertising
Fear appeal
Humorous appeal
Sex appeal
Timeliness appeal
Persuasive Advertising Appeals

Comparative advertising
Comparative advertising is a common strategy used by companies
trying to emphasize claims of superior benefits.
Persuasive Advertising Appeals

Comparative Advertising Appeal

Advantages of Comparative advertising

Exert positive effects on brand attitude.
Better recall.
Likely to be more perceive than non comparative ads.

Disadvantages of Comparative advertising

Assist to recall competitors brand
Mislead consumers
Result in Legal disputes
Persuasive Advertising Appeals

Fear Appeal
Fear is an emotional response to a threat that expresses, or at least
implies, some sort of danger.
It attempt to arouse individuals to remove the threat
Persuasive Advertising Appeals

Fear Appeal

Advantages of Fear appeal

Experience cognitive dissonance.

Disadvantages of Fear appeal

Boomerang effect
Target audience
Persuasive Advertising Appeals

Humorous Appeal
Humor can evoke feelings such as energy, cheer, joy & happiness
Humor is always used to create pleasant mood and enhance audience
attitude towards the brand.
Persuasive Advertising Appeals

Humor Appeal

Advantages of Humor appeal

Increases recall and comprehension
Elevates mood

Disadvantages of Humor appeal

Offensive
Overpower message
Persuasive Advertising Appeals
Sexual Appeal
Sex is a primitive instinct
The purpose of putting sex into advertisements is to provide a sense of
shock-value to the viewer
Durex VS Nikon camera
In order for sex appeal in ads to be successful..
Persuasive Advertising Appeals

Timeliness Appeal

Timeliness is the significant strength of advertising

You may create a great advert but if its not shown at the
right time you wont reach your target audience
Message effectiveness

Market communications are designed for a target audience

The effectiveness can be measured through communication
feedback

How many consumers received the

Exposure effects message?

Was the message received and

Persuasion effects interpreted correctly?

Sales effects Did the ads increase sales?