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BHO2265 Persuasion In Marketing Communications

tag 0 Download 10 Pages / 2,298 Words tag 09-06-2021
  • Course Code: BHO2265
  • University: Victoria University
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  • Country: Australia

Question:

After studying this chapter, you should be able to understand and explain:

  1. the nature and role of attitudes in marketing communications
  2. the role of persuasion in marketing communications
  3. the elaboration likelihood model (ELM) and its implications for marketing communications
  4. basic attitude-change strategies
  5. practical marketing communication efforts that enhance consumers’ motivation, opportunity and ability to process messages
  6. tools of persuasion from the marketing communicator’s perspective.

Ethical issues in persuasion

  • ‘Ethics’ describes the belief of what is right or wrong; what is morally acceptable.
  • Ethical approaches that do not vary in the extreme (do not cause extreme dissonance) can have a positive effect on the brand.
  • Social responsibility should be built into the branding communications, rather than being an add-on.

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.
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