persuasive communication class

8/13/2019 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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