UIUC BA 323 - Messaging Strategies Workshop (15 pages)

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Messaging Strategies Workshop



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Messaging Strategies Workshop

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Lecture Notes


Pages:
15
School:
University of Illinois at Urbana, Champaign
Course:
Ba 323 - Marketing Communications

Unformatted text preview:

Messaging Workshop Persuasion in Marketing Communications Persuasion Important element of marketing Attempt to guide people toward the acceptance of some belief attitude or behavior by using reasoning and emotional appeals 1 Tools of Influence Persuader s Perspective 2 Reciprocation Using favors to encourage the consumer to reciprocate by buying the product Most effective when the persuadee perceives the gift giver as honest and sincere 3 Tools of Influence Persuader s Perspective 4 Commitment and Consistency After people make a choice a commitment there often is a strong tendency to remain faithful to that choice Lowballing Consumers remain consistent when they are highly ego involved in their choices 5 Tools of Influence Persuader s Perspective 6 Social Proof The behavior of others provides a social proof of how we should behave Bandwagon concept 7 Tools of Influence Persuader s Perspective 8 Liking Most likely to adopt an attitude or undertake an action when a likable person promotes that action Two prominent manifestations of likability Physical attractiveness and similarity 9 Liking Naomi Campbell Campaign by National Fluid Milk Processing Promotion Board Liking Joan Rivers Campaign by National Fluid Milk Processing Promotion Board Tools of Influence Persuader s Perspective 10 Authority Using authorities in a field to promote the product Sports Illustrated 11 Tools of Influence Persuader s Perspective 12 Scarcity Products are perceived as more valuable when in great demand but small supply Psychological reactance people react against any efforts to reduce their freedoms or choices 13



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