Persuasive Communication Class
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Transcript of Persuasive Communication Class
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Module 4
Persuasive Communication
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Basic Communication Model
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Communication
Communication is the transmission of messagefrom a sender to a receiver via a medium (or
channel) of transmission.
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Components of Communication
The sender, as the initiator of the communication,can be a formal or an informal source. A formal
communication source is likely to represent either
a for-profit (commercial) or a not-for-profit
organization. An informal source can be a parentor friend who gives product information or advice.
The receiver of formal marketing communications
is likely to be a targeted prospect or a customer.
Intermediaries and unintended audiences are
also likely to receive marketers communications.
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The medium, or communications channel, canbe impersonal (e.g., a mass medium ) orinterpersonal( a formal conversation between asalesperson and a customer).
Mass media are generally classified as print(newspapers, magazines), broadcast (radio,television), or electronic (primarily the Internet)
The message can be verbal (spoken or
written), nonverbal (a photograph, anillustration, or a symbol), or a combination ofthe two. However, a verbal message combinedwith a nonverbal message is often morepersuasive than either would be alone.
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Feedback is an essential component of bothinterpersonal and impersonal communications.
Prompt feedback permits the sender to reinforce,
to change, or to modify the message to ensure
that it is understood in the intended way.Generally, it is easier to obtain feedback (both
verbal and nonverbal) from interpersonal
communications than impersonal
communications.
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Designing Persuasive
Communications
Communications strategy Target Audience
Media strategy
Message strategies
Message structure and presentation
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Rational and Emotional Appeal
Rational appeals are generally woven around thespecialities of the product on offer. They may
emphasize the unique features or the functions/
benefits of the product , or may attempt a
comparison of the product with other brandsavailable. The intention is to use reason and logic
to convince the audience.
Emotional appeals, on the other hand, are woven
around sensations, both positive and negative:love, affection, enjoyment, fun and humour, sense
of prestige, yearning for distinctiveness and
luxury, feeling of envy, fear of uncertainties, etc
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Components of Rational Appeal: The components ofrational appeal that should be displayed while preparingcommercials are as follows:
Practical: E.g: Product-Travellers Cheque- Indian OverseasBank Carrying a lot of money, you are in trouble.
Functional: Eg: Moonlight Cell Phone-LG CDMA-Expressioncompleted
Utility of the product: Eg: Product-Refrigerator Whirlpool- Make ice super quick
Feature of the product: Eg. Product-Shampoo- Sun Silk- Stepout in flowers-Slip into silk- but use Sunsilk for beautiful hair
Benefits of the product: Eg. Product-Cold Cream- Ponds Your skin needs regular care-Use Ponds Cream.
Reasons for buying the products: Eg. Product Detergent -Tide-Why worry about spending one rupee more to keep your twosarees and four shirts gleaming white.
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Rational Appeal- ITCs Sundrop
New Sundrop super-refined oil offers not just one,but four important health benefits- easy foodabsorption, energy, heart-care and vitamins. Foodcooked in Sundrop retains its natural flavour.
The copy further highlighted each of the fourbenefits:
Energy- 9 kilocalories per gram
Food absorption: Helps the body absorb faster
as the free fatty acid content is below 0.2%Heart care- Keeps the heart strong as it contains
over 60% polyunsaturated fats
Vitamins: Contains A, D and E
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Emotional Appeal (Fear)
United India Assurance:
Today. A picture of Safety
Tomorrow. An invitation to Disaster
Your Protection Is Our ConcernTake Cover Under United India
Tonight
Sleep Better Than Your Neighbour
It Costs So Little To Insure Your
Household Belongings
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Emotional Appeal
Jenson & Nicholson: The Jenson & Nicholson adcreates a romantic setting to drive home the
elegance of J&N paints:
Love At First Sight, Love Ever After
Colours Are Like Love
Jenson & Nicholson Colours
Excitingly..
BeautifullyGive Your Home This Wonderful Romance
Through J & N Colours
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A Rational, Popularity Appeal
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Norwegian Uses Transformational Advertising to create a
unique image of the cruise experience
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Apples Switch campaign makes effective use of
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Apple s Switch campaign makes effective use oftestimonials
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Crest Whitestrips Uses a Demonstration
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