Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Workshop Questions: TA valuesWorkshop Questions: TA valuesWhat are the value orientations or valued end-states that are motivating to our target audiences? Do they differ across audiences? How can we find out? What are the attributes and consequences that link to those value orientations? How can our IMC strategy emphasize those attributes and consequences?Persuasion Stages: Persuasion Stages: Where is my Target Audience?Where is my Target Audience?22Compensatory PrincipleCompensatory Principle•Things that enhance movement through 1 stage impede movement through another•Attention grabbing tactics 21A Downside of Sex AppealsA Downside of Sex Appeals•Although they serve as an attention lure, they can cause interference with processing of message arguments and reduction in message comprehension21The Importance of MatchupThe Importance of MatchupA well-chosen endorser can enhance progress at one or more stages.Effective Endorser?Meaningful relationship, or matchup,between the endorser, the audience,and the product or brand.6Which Endorser Qualities are Best?Which Endorser Qualities are Best?•Is it a matter of taste? (Similar endorsers may be best)•Is it a factual matter, not taste? (Expert endorsers may be best)•Is it symbolic or related to attractiveness? (Attractive endorsers may be best)•What about Free Rice? Case client?14Things to Look for in TextThings to Look for in Text•How to Select Endorsers•Use of Humor•Fear Appeals •Functions of Music•Comparative
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