Persuasive Communications

Communication Model

Sender(source) Message Channel

(medium)Receiver

(consumer)

RespondsAppropriately?

Miscomprehends?

Yes

Yes

No

NoFeedback

Selective ExposureEncodes

Decodes

Sender

Sources encode message with symbols, Sources encode message with symbols, pictures, words, images.pictures, words, images.

Formal sources:Formal sources:– Company, business, organizationCompany, business, organization

Informal sources:Informal sources:– Family, friendsFamily, friends

Source Effects

The impact a particular source has on The impact a particular source has on message delivery and comprehension.message delivery and comprehension.

Source credibilitySource credibility– Perceived trustworthinessPerceived trustworthiness– Formal vs. informalFormal vs. informal

Source attractivenessSource attractiveness– Perceived social valuePerceived social value– Sleeper effectSleeper effect

Channel (Medium)

The message is delivered via some The message is delivered via some channel:channel:– Paid vs. unpaidPaid vs. unpaid– Personal vs. impersonalPersonal vs. impersonal– PrintPrint– BroadcastBroadcast– ElectronicElectronic

Receiver The target audience.The target audience. Receivers decode message based on their Receivers decode message based on their

own experiences and personal own experiences and personal characteristics.characteristics.

Affecting decoding:Affecting decoding:– Information processing systemInformation processing system– Level of involvementLevel of involvement– MoodMood– NoiseNoise

Feedback

The message the receiver sends back The message the receiver sends back to the sender.to the sender.

Feedback may be verbal or nonverbal.Feedback may be verbal or nonverbal.

Measuring feedback.Measuring feedback.

Designing Persuasive Communications

First, establish communications First, establish communications objective.objective.– Create awarenessCreate awareness– Promote imagePromote image– Message retentionMessage retention– Stimulate actionStimulate action

Designing, continued...

Second, choose media strategy.Second, choose media strategy. Which media does your target audience Which media does your target audience

listen to or read?listen to or read? Consumer profile--specific media Consumer profile--specific media

consumers read or watch.consumers read or watch. Audience profile--descriptions of Audience profile--descriptions of

audiences that listen to/watch specific audiences that listen to/watch specific media.media.

Designing, continued... Third, decide on message strategy.Third, decide on message strategy. Goal of the message strategy is to be Goal of the message strategy is to be

persuasive relative to the communications persuasive relative to the communications objective.objective.

Issues to consider:Issues to consider:– Words vs. picturesWords vs. pictures– VividnessVividness– RepetitionRepetition– Semantics Semantics

Message Presentation

Message framingMessage framing

Level of involvement should be Level of involvement should be considered when deciding on message considered when deciding on message presentation.presentation.

One-sided vs. Two-sided Messages

One-sided messagesOne-sided messages– Present positive messages, supportive Present positive messages, supportive

argumentsarguments– Most effective when the audience is:Most effective when the audience is:

FriendlyFriendly Favors the communicator’s positionFavors the communicator’s position Unlikely to hear opposing positionUnlikely to hear opposing position

Two-sided messagesTwo-sided messages– Present both positive and negative Present both positive and negative

information--supportive and refutational information--supportive and refutational argumentsarguments

– Most effective when the audience is:Most effective when the audience is: Not already loyal to productNot already loyal to product Well-educatedWell-educated Likely to hear opposing claimsLikely to hear opposing claims Already aware of negative information about the Already aware of negative information about the

productproduct

Inoculation TheoryInoculation Theory– Presenting refutational arguments to Presenting refutational arguments to

consumers before they hear it from others consumers before they hear it from others makes the message appear more credible.makes the message appear more credible.

– Inoculates consumers from competitors’ Inoculates consumers from competitors’ ads that will be negative.ads that will be negative.

Comparative Advertising Messages that directly compare a brand Messages that directly compare a brand

to a competing brand.to a competing brand. Comparison in terms of one or more Comparison in terms of one or more

specific attributes.specific attributes. Most effective when they help consumers Most effective when they help consumers

differentiate between two brands.differentiate between two brands. Disadvantages: Consumers may not be Disadvantages: Consumers may not be

able to differentiate; false claims.able to differentiate; false claims.

Emotional Appeals

Fear appealsFear appeals– Used in over 15% of TV adsUsed in over 15% of TV ads– Used to either encourage or discourage Used to either encourage or discourage

certain behaviorscertain behaviors– The intensity of the fear appeal is related to The intensity of the fear appeal is related to

its effectiveness--moderate levels of fear its effectiveness--moderate levels of fear appear to be most effective.appear to be most effective.

Attitude change

Degree of fear

Humor AppealsHumor Appeals– Danger--makes product look ridiculousDanger--makes product look ridiculous– Most effective when:Most effective when:

Clearly identifies brand and humor does not Clearly identifies brand and humor does not overwhelm the productoverwhelm the product

Distracts attention away from counterargumentationDistracts attention away from counterargumentation Appropriate to brand’s imageAppropriate to brand’s image Used with existing productsUsed with existing products Used with low-involvement productsUsed with low-involvement products

Humor, continued...

Most effective when:Most effective when:– Audience is younger, better educated, Audience is younger, better educated,

upscale, professionalupscale, professional– Ads are shown in action-adventure Ads are shown in action-adventure

environment rather than sitcoms (contrast environment rather than sitcoms (contrast effect, Gestalt)effect, Gestalt)

Abrasive Advertising

An unpleasant ad that antagonizes An unpleasant ad that antagonizes listenerslisteners

Agony commercials that show graphic Agony commercials that show graphic detail upsetting to consumersdetail upsetting to consumers

Sex Appeals

Effective when sex is related to the Effective when sex is related to the advertised product.advertised product.

Ineffective is used just to attract Ineffective is used just to attract attention--may interfere with message attention--may interfere with message comprehension and cognitive comprehension and cognitive processing.processing.