Download Communication & Persuasion

Communication & Persuasion
By Kaustubh Pal
The Communication Process
Sender
Encodes the
message
Encoded
message in
media
Decoding
of the
message
Noise
Distortions
Feedback
Response
Receiver
Marketing Communication Mix
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Advertising
Sales Promotion
Publicity
Personal Selling
Public Relations
Communication Process in Promotion
Promotional
Mix Element
Source
Encoding
Media
Receiver
Decoding
Feedback
Advertising
Print Ad given
in local
newspapers
Written words
in specific
scheme and
colours
Times of India
All existing and
would be
customers
Customers
learn about the
various
product and
offerings
Sales of the
product
Personal
Selling
Visiting
McDonalds
Corporate office
at Mumbai
Words, body
language,
personal
appearance
Visit given to
customer
McDonalds
Utility
Managers and
service
managers
Sales-specific
data been
made available
to customers
Sales of the
product
Sales
Promotion
Special
discount prices
given to
McDonalds
Discounts
given, special
prices given
Mailers
McDonalds
Utility
Managers and
service
managers
Sales-specific
data been
made available
to customers
Sales of the
product
Publicity
A News article
Words,
appearance,
gestures
Local
newspaper
and news
channel
Readers and
viewers
Understanding
about the pros
and cons of
the company
Formation of
image about
the company
AIDA Model of Communication
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A - attracting attention
I - rousing interest
D - building desire
A - obtaining action
Comparative Messages
• Compare positive and negative aspects of brand to competitor.
• Used to position and differentiate a brand.
• Direct comparative advertisements-- when one brand is compared
specifically with another brand. Should be used by low market
share brands.
• Indirect comparative advertisements. When the comparison brand
is not specifically mentioned but instead refers to competitors.
Should be used by moderate share brands.
• High market share brands should avoid comparative ads.
1 Vs. 2-sided Messages
• Do you present both sides of an issue to the audience?
• Advantages of 2-sided arguments
– Give appearance of fairness
– Lowers counterarguments
– Disarms unfriendly audiences
• Advantages of 1-sided arguments
– Good for friendly audiences, low involvement, possibly lower educated
audiences.
Fear Appeals
• Early research negative on fear appeals
• Recent research positive
– Give instructions on how to solve problem
– Avoid high fear messages to the highly vulnerable and those
with low self esteem.
– Make sure that fear is not so arousing as to interfere with
message processing.
Humor in Messages
• Both positive and negative effects may occur from the use
of humor.
– Negative effects: reduced comprehension, shorten life span of
ads, unanticipated negative effects. When audience is already
negative toward a brand, humor can increase the negative
feelings.
– Positive effects: encourages a positive mood state, attracts
attention to ad, enhances liking for ad—particularly when audience
is already favorable toward the ad.
– Humor works best when it is naturally related to the product or
situation
Repetition effects . . .
• This refers to how often information should be repeated to
promote learning without creating advertising wear-out.
• Advertising wear-out occurs when too much repetition results in
consumers becoming increasingly negative toward the message
• Two-factor theory explains repetition effects
– Factor 1: repetition increases learning and reduces uncertainty
– Factor 2: repetition increases boredom.
– After about 3 repetitions boredom overwhelms learning and
negative effects occur.
Managerial Implications
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Positioning. Develop persuasive messages based upon the positioning and
differentiation strategy.
Environmental analysis. Analyze competitive environment to assess whether
and how to employ comparative ads.
Market research. Test audience beliefs and affective responses to source and
message.
Marketing mix. Develop of marketing communications is one goal of
promotional strategy.
Segmentation. Recognize that divergent segments may require different
strategies. E.g., avoid using fear appeals when audience is low in self-esteem.