Persuasion in Marketing Communications

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Persuasion in Marketing Communications

• 6

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Opening Thoughts

• Persuasion is the essence of marketing
  communications.
• Key understanding how to increase
  persuasiveness means intent of communication will
  most likely be met.

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Persuasion

• Getting people to do what you want them to do
• Vote.
• Dont Drive Drunk. (demarketing)
• Just Do It.
• Fly the Friendly Skies.

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Tools of Influence Persuaders Perspective
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Reciprocation

• Using favors to encourage the consumer to
  reciprocate by buying the product
• Most effective when the persuadee perceives the
  gift giver as honest and sincere

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Commitment and Consistency

• After people make a choice (a commitment), there
  often is a strong tendency to remain faithful to
  that choice
• Consumers remain consistent when they are highly
  ego-involved in their choices

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Social Proof

• The behavior of others provides a social proof
  of how we should behave
• Bandwagon concept

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Liking

• Most likely to adopt an attitude or undertake an
  action when a likable person promotes that action
• Two prominent manifestations of likeability
• Physical attractiveness and similarity

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Liking

• Naomi Campbell
• Campaign by
• National Fluid Milk
• Processing
• Promotion Board

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Tools of Influence Persuaders Perspective
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Authority

• Using authorities in
• a field to promote
• the product

Sports Illustrated May 10,1999
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Use of Authority
Valvoline
Bozell
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Tools of Influence Persuaders Perspective
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Scarcity

• Products are perceived as more valuable when in
  great demand but small supply
• Psychological reactions people react against any
  efforts to reduce their freedoms or choices

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Click, whirr

• Behaviors that are
• Fixed-action patterns
• Automatic, noncontrolled, mindless

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An Integrated Model of Persuasion

• Elaboration Likelihood(EL)
• Three factors MOA
• (Motivation, Opportunity, and Ability)
• Represents the chance that a message receiver
  will elaborate on a message
• The EL will determine the type of process by
  which attitudes toward the advertised brand will
  be formed or changed

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The Elaboration Likelihood Model

• Elaboration how engaged are we with the
  message
• do we think about what it says
• do we consider its implications
• do we react
• Ultimate Do we ACT b/c of it
• Opposite disconnectedness, apathy

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Enhancing Consumer Information Processing
Opportunity
Motivation
Ability
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An Integrated Model of Persuasion

• The Central Route
• When Elaboration Likelihood is high
• Focus on message argument rather than peripheral
  cues

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Message Arguments
Excedrin
Bozell
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The Peripheral Route

• When the MOA factors are low
• Focus on processing peripheral cues
• background music, attractive models

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The Influence Process

• Peripheral Cues
• Peripheral to the primary message arguments
• May sometimes play a more important role in
  determining the outcome of a persuasive effort

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Peripheral Cues
The New York Times
Bozell
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MOA and Persuasion

• Enhancing Consumers Motivation to Process
  messages
• What messages are you more motivated to elaborate
  upon?
• Suppose you were creating a commercial for McKids
  (and your group project). What elements would you
  include to motivate consumers to process? What
  types of media decisions would you make?

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Enhancing Processing Motivation

• Attend to the message
• Appeal to hedonic needs
• Using novel stimuli
• Use intense cues
• Heighten ad complexity

• Process brand info
• Increased relevance of brand (rhetoricals)
• Increased curiosity about brand

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Enhancing Processing Motivation

• The use of
• rhetorical
• questioning

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Opportunity

• Refers to making it easy for consumers to encode
  and process information
• What techniques enhance consumers opportunities
  to process messages?

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Enhancing Opportunity

• Encode information
• Repeat brand information
• Repeat key scenes
• Repeat the ad

• Reduce processing time
• Using picture and imagery

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Ability

• Refers to working with what consumers already
  know in order to facilitate processing of a
  message
• Providing context, metaphor, framing,
  exemplar-based learning

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Enhancing Ability

• Employing
• verbal framing
• to enable
• knowledge
• structure access

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Enhancing Ability

• Facilitating
• exemplar-based
• learning

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Enhancing Ability
Authority
The Martin Agency