marketing assignment 1000 words

MKT201 Integrated

Marketing Communications

Persuasion

Lecture 3

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This Topic’s Big Idea

“Marketing communications

attempt to guide consumers

towards the acceptance of some

belief, attitude or behaviour by

using reasoning and emotional

appeals”

Learning Objectives

• Understand the nature and role of attitudes in marketing communications

• Understand the role of persuasion in marketing communications

• Explain the elaboration likelihood model (ELM) and its implications for marketing communications

• Understand basic attitude-change strategies

• Explore practical marketing communication efforts that enhance consumers’ motivation, opportunity and ability to process messages

• Undertand tools of persuasion from the marketing communicator’s perspective.

Core IMC Concepts

• The central concepts of IMC are attitudes and

persuasion.

• They are interrelated and if you understand one

concept, you will understand both concepts.

The nature and

role of attitudes

Attitudes are constructs that cannot be seen, touched, heard or smelt, but understanding them is central to communicating with consumers.

Attitudes are either a positive or negative predisposition towards a person, an object or an issue.

Attitudes:

– are learned

– are relatively enduring

– influence behaviour.

Tri-component model

of attitudes

The nature and

role of persuasion

Persuasion aims to ‘guide’ people towards accepting a belief, attitude or behaviour (B-A- B).

B-A-B can be related to a tri-component model of attitude.

Advertisers may:

– appeal to consumers using the CPM approach, or

– appeal to their fantasies and feelings using the HEM approach.

Multiple forms of

persuasion

Persuasive objects may be directed

towards:

• changing pre-existing beliefs, attitudes and

behaviours, or

• creating new beliefs, attitudes, or

behaviours about a new brand.

Means of persuasion are highly diverse.

Persuasion in marketing

communications

An integrated model of

persuasion

Elaboration likelihood model

(ELM) Elaboration: deals with the consumer’s mental activity in response to a marketing message

• is determined by:

– motivation

– opportunity

– ability.

Elaboration is a psychological state that:

• categorises mental activity in response to a marketing message

• evaluates, engages in and perhaps reacts emotionally to the message

• can exist on a likelihood continuum ranging from low to high.

The Central Route

When EL is high, the receiver:

• will focus on message arguments rather than peripheral cues

• wants to acquire more information.

Emotion-based persuasion (highly involved)

• This involves a tendency to relate aspects of the message to one’s personal situation.

• Positive emotional reactions (pride/romantic/nostalgia) lead to positive brand attitudes.

• Negative emotional reactions (anguish/fear) lead to negative brand attitudes.

The Central Route (Cont.)

Message-based persuasion (processing message arguments)

• This is used when consumers are motivated and capable of processing the message.

• To process a message, their cognitive responses may lead to changes in beliefs or in evaluations of the brand’s attributes and benefits.

The Central Route (Cont.)

Attitude-changing strategies

• Three strategies can be employed when

attempting to change a consumer’s

attitudes.

1. Change beliefs.

2. Alter outcome evaluations.

3. Introduce a new outcome into the evaluation process.

The Peripheral Route

The peripheral route is used when the

motivation, opportunity, and ability factors

are at low levels.

It focuses on processing peripheral cues

that involve elements of a message

unrelated to the primary selling points in the

message (e.g. background music, attractive

models).

The Peripheral Route (Cont.)

• Conditioned response (e.g. Pavlov’s dogs)

• Systematic contingency relationship

Classical conditioning of attitudes

• When EL is low (peripheral route), the change in attitude is likely to be less permanent.

• When EL is high (central route), the change is likely to be more enduring.

Temporary versus enduring attitude

change

• Central and peripheral routes are merely end- points of the continuum, and attitude change is rarely an either-or proposition.

Dual route

Classical Conditioning

- refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction

Pavlov’s dog experiment

Unconditional response – dog salivates at the sight of food

Conditional response – dog salivates when a bell rings as it associates the bell with food

Watch Me:

https://www.youtube.com/watch

?v=S6AYofQchoM

Instrumental (Operant)

Conditioning

- Behavior is

conditioned through

positive or negative

reinforcement

- The focus is on

behavior and

behavioral change—

not on mental

processes that lead to

learning

Watch Me:

https://www.youtube.com/w

atch?v=qy_mIEnnlF4

Image adopted from: Simplypsychology, 2016, viewed on 30th of November 2016

http://www.simplypsychology.org/skinner%20box.jpg

Practical Implications for

Persuasion • Appeal to hedonic needs • Use novel stimuli

• Use intense or prominent cues • Use motion Enhancing engagement

with the message

• Make the brand more relevant to the consumer

• Increase levels of brand curiosity Increase brand information

• Repeat brand information and key scenes

• Repeat the ad on multiple occasions Encode information

• Use pictures and imagery (Gestalt)Reduce processing time

• Provide a context using verbal framing Access knowledge

structures

• Facilitate exemplar-based learning (use definite words and images, demonstrations, analogies

Create knowledge structures

Enhancing motivation to attend

to messages

Voluntary attention

• Engaged when consumers devote attention to messages that are perceived as being relevant to their current purchase- related goals.

Involuntary attention

• Occurs when the consumer’s attention is gained by the use of attention-gaining techniques, rather than by the consumer’s inherent interest in the product.

Enhancing motivation to attend

to messages

Informational needs

• Consumers are attracted by messages that supply relevant facts and figures.

Hedonic needs

• Messages make consumers feel good (good times and happiness – objectives of Coca- Cola advertisements).

More tools for enhancing the

message

Novel messages

• Unusual, distinctive or unpredictable

• Consumers tend to notice by exception

Intense stimuli

• Louder, more colourful, bigger and brighter

Use of motion

• Attracts and directs consumer attention to the brand

Enhancing motivation to

process messages

Increased processing motivation

strengthens the impact of brand attitudes on

purchase intentions.

• Methods include:

– rhetorical questions

– fear appeals

– dramatic presentation.

Enhancing ability to create or

access memorised information

Access existing knowledge structures

• Provide a context for text or pictures

• Use verbal framing

Create new knowledge structures

• Facilitate exemplar-based

learning

• e.g. Woolworths’ slogan, ‘The fresh food

people’

Create definite brand benefits

• Easier for consumers to

recall and retrieve tangible

information

The influence process: the

persuader’s perspective

Seven tools of persuasion:

1 Reciprocation

2 Commitment

and consistency

3 Social proof

4 Liking

5 Authority

6 Ensure ethical

Standards

7 Scarcity

Reciprocation

Norm of reciprocity: return a favour with a

favour.

• The use of favours (e.g. gifts, samples)

encourages the consumer to reciprocate

by buying the product.

• It is most effective when the person being

persuaded perceives the gift-giver as

honest and sincere.

Commitment and

Consistency

• After people make a choice (a

commitment), there is often a strong

tendency to remain faithful to that choice.

• Consumers remain consistent when they

are highly ego involved in their choice.

Social Proof

• The behaviour of others provides ‘social proof’ of how we should behave, when appropriate behaviour would otherwise be somewhat unclear.

• New product marketers may encourage wider adoption of a product by giving the product to leaders and trendsetters.

Liking

• People are more likely to adopt an attitude

or undertake an action when a likeable

person promotes that action.

• Research shows people respond more

favourably to others they perceive as :

– physically attractive (e.g. models)

– similar to themselves (or to how they perceive

themselves to be).

Authority

• Most people have been taught to respect

authority figures (e.g. parents, teachers

and sports coaches).

• Typical endorsements from beauticians,

entertainers and athletes appeal to

people’s sense of respect for authority

Scarcity

• Products are perceived as more valuable when in great demand but short supply.

• The theory of psychological reactance suggests that people react against any efforts to reduce their freedoms or choices.

• Emphasising scarcity can be an effective strategy if the persuader is perceived as credible and legitimate.

Next Week

The Communication Process