L16_Evaluation - Lecture 16 Tactics used by persuasion...

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Lecture’16’
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§ Tactics’used’by’ persuasion’practitioners ’to’influence’ behavior’(we±re’looking’at’the’persuasion’process’from’ the’perspective’of’the’ persuader ).’ § These’tactics’work’by’appealing’to’a’set’of’basic’ human’drives’and’needs. § Tactics’most’efficient’when’consumers’behave’ somewhat’ mindlessly— but’some’of’the’tactics’will’ work’well’even’when’behavior’is’rational.
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§ Liking § Reciprocity § Social proof (comparison) “People like those who like them, and those who are like them (when you like the source, do what is requested…)” “People repay in kind (when someone gives you something – you should give something back)” “People follow the lead of similar others (when others are doing it, you should, too)”
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§ Commitment/consistency § Authority § Scarcity “People align with their clear commitments (when you take a stand, you should be consistent)” “People defer to experts (when the source is an authority, you can believe it)” “People want more of what they can have less of (when it is rare, it is good)”
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Understand marketplace/ Identify Market Opportunities Design Marketing Strategy Company Competition Consumer Targeting Positioning Segmentation Promotion Develop Marketing Communication Program q Set Objectives and Budgeting q Develop Marketing Communication Strategy q Creative Strategy q Media Strategy q Monitor, Control, Evaluation
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Efectiveness’= Ability’to’achieve’the’ communication’objectives
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§ When ’should’you’try’to’estimate’message’ efectiveness? § Prior ’to’actual’placement’in’media’(“pre-testing”)’ § During ’or’ after ’the’messages’have’been’aired’or’printed’ (“post-testing”)’
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§ Where ’should’you’test’message’efectiveness? § Laboratory’tests’ § Field’tests’
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§ What ’to’test? § Source’factors’ § Message’variables’ § Media’strategies’ § Budget’decisions’
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§ It’is’difficult’because… § Advertising’deals’with’intangibles’such’as’beliefs,’feelings,’ and’attitudes § At’any’given’time,’there’are’several’forces’acting’on’ consumer±s’behavior’along’with’a’Frm±s’ads…
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§ Some’ways’of’measuring’consumer’responses’to’ads:’ § Measures’of’recognition’and’recall § Measures’of’physiological’arousal § Measures’of’persuasion’(explicit,’implicit) § Measures’of’sales’response
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§ Some’ways’of’measuring’consumer’responses’to’ads:’ § Measures’of’recognition’and’recall § Measures’of’physiological’arousal § Measures’of’persuasion’(explicit,’implicit) § Measures’of’sales’response
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§ Both’recognition’and’recall’represent’elements’of’consumers±’ memory’for’advertising’information §
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