PERSUASION Flashcards
act of convincing or influencing people to follow you
Persuasion
Three things to consider when persuading
- Inform
- Benefits
- Appeal/Call for Action
When selling a product, what are the three Ps to consider?
- Describe the product
- What are its benefits
- Appeal/Call for Action
The credibility (ethos) is ____________
- changes from time to time
- changes from person to person
- based from the audience (relative)
platform used for persuasion and is usually held in a physical setting (F2F) but has adapted to virtual means
Public Speaking (e.g. campaigning, MDA, public sales talk, homilies, classroom, etc.)
In contrast to the public speaking, this type of communication goes through a medium (traditional, social, TV, radio, etc.)
Mass communication
Three elements of public speaking
Speaker, message, audience
Which has more impact? Public speaking or mass comm?
Public speaking has greater impact as the speaker gets to adjust their speech according to cues from the audience
What are key differences in public speaking and mass comm?
Mass comm has a wider audience reach but has limited demonstration/firsthand experience. On the other hand, public speaking has a more controlled target audience and a firsthand experience element.
It is important to know what objectives you have in persuasion. Apply this to mass comm and public speaking.
Popularizing your brand = mass comm
narrow down target audience = public speaking
Suppose I want to market burgers. What platform do I use?
Burgers are consumed by anyone (broadest audience) so it is ideal to use mass comm as your audience is the general public.
What platform do I use for condominium units?
While the audience is smaller now, both can actually be used in the sense that most condo buyers read newspaper (mass comm) and you can specifically target an audience (public speaking).
What platform do I use for supplements?
Since some supplements are prohibited by the law and are regulated by the government (FDA), it is more ideal to use public speaking in this case.
What platform do I use for cigarettes?
Like supplements, there are legislations in place such as the Tobacco Regulation Act and it also comes with health concerns. Due to this, it is also advisable to advertise this product in face-to-face setting like public events, social gatherings, etc. The loyalty of the audience also matters in this context.
What platform do I use for liquor?
Like supplements and cigarettes, there is also a law in place ((Sin) Tax Law - additional tax on “sinful” products). Thus, liquor is advertised on specific time slots in the sense that it cannot air subsequently with a children’s show.
What platform do I use for condoms?
They are usually advertised in social gatherings (e.g. parties, Sex Ed talks)
