Persuading Consumers
Team Members- Group 10
Name Index No
Kasun Senevirathna 2015/MBA/WE/80
Wasantha Rathnakumara 2015/MBA/WE/74
Sameera Ranasinghe 2015/MBA/WE/69
Nimalan Ganeshraj 2015/MBA/WE/
Milan Sandaruwan 2015/MBA/WE/78
Contents
Elements & Persuasive Capabilities
Broadcasting & Narrowcasting
Effective design of Persuasive massages
Persuasive Advertising Appeals
How to measure effectiveness of advertising
Conclusion
Elements & Persuasive Capabilities
Focus- General Public
One solution all concerns
Visual display only
No feedback mechanism
Majority ignoring the ads
Focus- specific program viewer
One solution all concerns
Both verbal and visual interaction
No feedback mechanism
Source: Lightspeed GMI/Mintel
Focus- specific program listeners
One solution all concerns
Verbal interaction only
No feedback mechanism
Focus- all news readers
One solution all concerns
Visual display only.
No feedback mechanism
Common Limitations in Broadcasting
Addressable
Customize
Less Interactive
Unmeasurable response
Narrowcasting
Google Ad is popping up
Narrowcasting
Self interaction through website
Narrowcasting
Customer support and reviews through community networks
Narrowcasting
Interaction through social media
Use of Google Surveys 360 for evaluations
Designing Persuasive Messages
Established objectives
Brand Awareness
Increase sales
Create favorable image
Appropriate Medium
Target audience
Design the Message
What need to communicate
Audience personal characteristics
Design The Message
Images and Text
Message Framing
One-Sided Vs Two-Sided Message
Order Effect
Images and Text
One Picture is worth a thousand words
Images and Text Cont..
Easy
Message Framing
Positive Message Negative Message
Framing Framing
The benefits to be gained by The benefits to be lost by not
using specific product using the product
One-Sided Vs Two-Sided Message
One Sided Message
Products are the only once of their kind
Ex:- Link Samahan
One-Sided Vs Two-Sided Message - Cont
Two Sided Message
Company Acknowledge the Competition
Order Effect
Present your commercial first or last?
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Persuasive Advertising Appeals
The approach used to attract the attention of consumers
and/or to influence their feelings toward the product, service.
Advertising agencies and companies use different types of
advertising appeals to influence the purchasing decisions of
people
Widely used advertising appeals
Comparative advertising
Fear appeal
Humorous appeal
Sex appeal
Timeliness appeal
Persuasive Advertising Appeals
Comparative advertising
Comparative advertising is a common strategy used by companies
trying to emphasize claims of superior benefits.
Persuasive Advertising Appeals
Comparative Advertising Appeal
Advantages of Comparative advertising
Exert positive effects on brand attitude.
Better recall.
Likely to be more perceive than non comparative ads.
Disadvantages of Comparative advertising
Assist to recall competitors brand
Mislead consumers
Result in Legal disputes
Persuasive Advertising Appeals
Fear Appeal
Fear is an emotional response to a threat that expresses, or at least
implies, some sort of danger.
It attempt to arouse individuals to remove the threat
Persuasive Advertising Appeals
Fear Appeal
Advantages of Fear appeal
Experience cognitive dissonance.
Disadvantages of Fear appeal
Boomerang effect
Target audience
Persuasive Advertising Appeals
Humorous Appeal
Humor can evoke feelings such as energy, cheer, joy & happiness
Humor is always used to create pleasant mood and enhance audience
attitude towards the brand.
Persuasive Advertising Appeals
Humor Appeal
Advantages of Humor appeal
Increases recall and comprehension
Elevates mood
Disadvantages of Humor appeal
Offensive
Overpower message
Persuasive Advertising Appeals
Sexual Appeal
Sex is a primitive instinct
The purpose of putting sex into advertisements is to provide a sense of
shock-value to the viewer
Durex VS Nikon camera
In order for sex appeal in ads to be successful..
Persuasive Advertising Appeals
Timeliness Appeal
Timeliness is the significant strength of advertising
You may create a great advert but if its not shown at the
right time you wont reach your target audience
Message effectiveness
Market communications are designed for a target audience
The effectiveness can be measured through communication
feedback
How many consumers received the
Exposure effects message?
Was the message received and
Persuasion effects interpreted correctly?
Sales effects Did the ads increase sales?
