Ch8_Wed - “ This very moment is the seed from which...

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Unformatted text preview: “ This very moment is the seed from which tomorrow’s happiness grows.”-- Margaret Lindsey Trench Battle Beat Attitude Change  Through Communication  Elements of Communication  Types of Message Appeals  Video: The Diamond Empire Persuasion refers to an active attempt to change attitudes  Reciprocity – “Buy 1 get the 1 free”  Scarcity – “While supplies last!”  Authority – “Nine out of ten dentist recommend…”  Consistency -- “You’re in good hands with Allstate”  Liking – Use of celebrity spokespersons  Consensus – “More Americans buy…” Key questions to ask when crafting persuasive communication: 1. Given the circumstances, who would be the best source of the message? 2. How should the message be constructed? 3. What media should be used to transmit the message? 4. What characteristics of the target market might influence the ad’s acceptance? Source Message Medium Consume r Consume r Consume r Consume r Consume r Feedback Feedback Communicatio n Medium Receiver Receiver Receiver Sender Sender Sender A variety of responses are possible with...
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This note was uploaded on 04/26/2009 for the course ADV 319 taught by Professor Kaseyfarriswindels during the Spring '07 term at University of Texas.

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Ch8_Wed - “ This very moment is the seed from which...

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