Chapter16 Mgmt 346 Spring 2011

Chapter16 Mgmt 346 Spring 2011 - Chapter 16: Crafting...

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Chapter 16: Crafting Persuasive Messages Case Study: Frito Lay: The company wanted to craft sales messages that would connect with consumers, so they asked consumers to come up with ideas for Super Bowl ads. The basic strategy is in the indirect pattern of organization, and consists of four parts: 1. Gain the audience’s attention. 2. Build interest. 3. Reduce or overcome resistance 4. Motivate action. As with all of our messages, we want to use the four-part process of writing: 1. Analyze the situation and determine the purpose(s) of the message. 2. Analyze the audience. 3. Decide how to adapt the message to that audience. 4. Revise, proofread, and evaluate the message. Start by analyzing the situation and determining the purpose. 1. Are we trying to persuade? Inform? Promote goodwill? Combination of these? 2. What do we want to have happen? 3. Is there some immediate goal for the message that will be a step toward the ultimate goal? 4.
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This note was uploaded on 05/25/2011 for the course MGMT 346 taught by Professor Vlajcic during the Spring '11 term at Moraine Valley Community College.

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Chapter16 Mgmt 346 Spring 2011 - Chapter 16: Crafting...

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