Motivating Audiences

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Motivating Audiences

• What will bring an audience to action?

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1. Cost-Reward

• People are more likely to act when the
  proposition presents a favorable cost-reward
  ratio. (Rewards economic gain, ego boost,
  morale, prestige. Costs money, time, energy,
  negative outcomes) Commonsense observations.

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2. Cognitive Dissonance

• People are more likely to act when the
  proposition creates cognitive dissonance.
  (Produces tension in audience)

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3. Basic Needs

• Rise Shine, early in the A. M.
• Abraham Maslow Alan Monroe

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Abraham Maslows Hierarchy of Motive Needs

• Self-Actualization
• Esteem Needs (Achievements Accomplishments)
• Belonging Love Needs
• Safety Security Needs
• Physiological Needs

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Alan Monroes Motivated Sequence

• Attention I want to listen
• Need Something needs to be done.
• Satisfaction This is what to do to satisfy
  the need.
• Visualization I can see myself enjoying the
  benefits of such an action.
• Action I will do this.

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Packards Eight Hidden Needs

• 1. Emotional Security
• 2. Reassurance of Worth
• 3. Ego Gratification
• 4. Love Objects

• 5. Sense of Power
• 6. Roots
• 7. Immortality
• 8. Creative Outlets

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Steele and Reddings Standard American Values

• 1. Puritan and Pioneer Morality
• 2. The Value of the Individual
• 3. Achievement and Success
• 4. Change and Progress

• 5. Ethical Equality and Equal Opportunity
• 6. Effort and Optimism
• 7. Efficiency, Practicality, and Pragmatism
• 8. Rejection of Authority

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• 9. Science and Secular Rationality
• 10. Sociality
• 11. Material Comfort
• 12. Quantification

• 13. External Conformity
• 14. Humor
• 15. Generosity and Considerateness
• 16. Patriotism

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Advertising

• A field that demands good oral and written
  communication skills.
• A career in advertising involves learning about
  the research involved with developing advertising
  strategies, how advertising campaigns are
  produced, how marketing plays into advertising,
  and becoming computer savvy.

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Careers in Advertising

• Advertising or marketing specialist
• Copy writer
• Account executive
• Sales manager
• Media planner

• Media buyer
• Media sales representative
• Public opinion researcher
• Creative director

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Communication subjects that can enhance an
Advertising career

• Marketing
• Copy writing
• Research methods
• Persuasion
• Advertising and society
• Mass media

• Interpersonal communication
• Mass media law
• Media production
• Public speaking
• Small group communication