Lecture 6 Flashcards
What is persuasion?
Persuasion is the essence of marketing communications.
What does marketing communication attempt to do?
It attempts to guide people toward the acceptance of some belief, attitude, or behaviour by using reasoning and emotional appeals
What are message arguments?
They are arguments that are meant to persuade the consumer through convincing and believable messages
What are peripheral cues?
They are the second major determinant of persuasion where the presence of cues are peripheral to the primary message of arguments
What are the receiver’s initial position?
They are the self-generated thoughts that people produce in responce to persuasive efforts
What are the two primary forms of responses to external communication?
Supportive arguments and counterarguments
What are supportive arguments?
They are arguments that occur when a receiver agrees with a message argument
What are counterarguments?
They are arguments in which the receiver challenges the message claime
What are the two forms of attention?
Voluntary and involuntary
What is voluntary attention?
It is when consumers devote attention to an advertisement or other message that is perceived as relevant to their current purchase-related goals
What is involuntary attention?
It is when attention is captured by the use of attention-gaining techniques rather than by the consumer’s inherent interest in the topic at hand
What are the two types of needs that can be appealed to when creating an advertisement?
Information needs and hedonic needs
What are information needs?
They are needs that attract a consumer’s appeal to stimuli that supply relevant facts and figures
What are hedonic needs?
They are needs that are satisfied through messages that make them feel good and serve their pleasure needs
They are messages that have become associated with good times, enjoyment, and things we value in life
Why would an advertiser employ motion in their advertisements?
In order to both attract and direct consumer attention to the brand name
What does enhanced processing motivation mean?
It means that the ad receiver has increased interest in reading and/or listening to the ad message to determine what it has to say that might be relevant
What are some of the methods for enhancing brand relevance?
It includes the use of questions and dramatic presentation to increase the significance of the brand to consumers’ self-interests
How can a communicator get consumers to encode information?
They can do so through repetition.
What is attention?
Attention is the first objective of any ad and the fundamental building block in the copywriter’s pyramid
What is interest?
Interest carries the prospective customer - now excited form a successful attention step - to the more serious discussion in the body of the ad
What is credibility?
It is when the ad will present the customer with facts, well-known presenters, or independent test results in order to build credibility
What is desire?
Desire is when the ad presents to the consumer an invitation to experience the produce through the process of visualization
What is action?
The purpose of action is to motivate people to do something
What is a headline?
It is the most important element of a print ad as they are the words that are read first and that are situated to draw the most attention
