MARCH25 - MARCH 25, 2009 Attitude Change Attitudes are...

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MARCH 25, 2009 Attitude Change Attitudes are changed through persuasion Persuasion : refers to an active attempt to change attitudes Reciprocity: buy 1, get 1 free Scarcity: while supplies last Authority: 9 out of 10 dentists agree Consistency: you’re in good hands with All State Liking: use of celebrity spokespersons Consensus: more Americans buy (everybody else is doing it) Through Communication Elements of Communication 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? Traditional v. new media? 4. What characteristics of the target market might influence the ad’s acceptance? Age, location, gender? Communication Model Traditional Model : Source (Company) > Message (Commercial) > Medium (TV, Radio, etc) > Target Market (consumers) – feedback returns to source All the control comes from the source Updated Model : Sources are not senders who put messages in the communication medium
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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 at Austin.

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MARCH25 - MARCH 25, 2009 Attitude Change Attitudes are...

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