Theory of Persuasion Final Exam Study Guide- Persuasive Campaigns

IMC

-Goal: To create a one-to-one relationship with the consumer using an integration of several kinds of communication.

-Aims to present a symbiotic set of messages that enhance brand impact, reach new audiences, leverage emerging tech, drive trial, and increase customer engagement/traffic.

Direct Marketing

-Marketing that communicates directly with consumers to generate a response or transaction.

-Email campaigns, catalogs, direct mail, SMS offers.

-Goal: Personalized outreach to encourage immediate action (purchase, sign-up, inquiry).

Advertising

-Paid, non-personal communication through various media channels to promote a product, service, or idea.

-TV ads, digital ads, billboards, radio spots, print ads.

-Goal: Build brand awareness, inform, and persuade.

Public Relations

-Aimed at building & maintaining a positive public image & strong relationships with the public, media, & other stakeholders.

-Press releases, media coverage, event sponsorships, crisis management.

-Goal: Earned media & credibility.

-Event Planning

-Sales Promotion

-Packaging

-Personal Selling

-Sponsoring a public event.

-Offering temporary inducements to consumers to make immediate purchases.

-Focuses on the "offer" & the features/benefits of the brand/candidate/cause.

-Critical in "closing" the sale or in "asking for the order". Most expensive element in IMC.

Product Oriented Campaigns

-Focus on promoting a specific product or service to drive sales or usage.

-Goal: Highlight the product's features, benefits, or value to the customer.

Person/Candidate Oriented Campaigns

-Focus on promoting an individual—usually for public image, leadership, or elections.

-Goal: Build trust, likeability, and support for the person.

Ideological Campaigns

-Goal: Persuade the prospect to alter behavior or embrace an ideology.

-Example: Engage in safe sex.

Brand Awareness

-How familiar people are with a brand—its name, logo, products, or overall identity.

-Strong brand awareness builds trust, loyalty, and can influence buying decisions.

Goals

-The most inclusive and broad.

-Elect the candidate or increase sales of the brand by 50%.

Strategies

-The planned activities used to accomplish the goals.

-Emphasize the shortcomings of the opponent.

Tactics

-The specific actions or executions used to accomplish the strategies.

-Specific campaign ad.

Yale 5-Stage Model

-Identification

-Legitimation

-Participation

-Penetration

-Distribution

Identification

Creating a "position" in the audience's mind using names, slogans, logos, jingles, etc.

Legitimation

-Establishing the credibility.

-Endorsements, winning primaries.

Participation

The recruitment and involvement of known supporters and/or previously uncommitted persons.

Penetration

Earning the support of a significant segment or minority of the targeted prospects.

Distribution

Rewarding supporters, joiners, or customers in some way.

Hierarchy of Effects Model

-How advertising influences a consumer's decision to purchase/not to purchase a good.

-Cognitive Stage: Awareness & knowledge.

-Affect Stage: Liking, preference, &conviction.

-Behavioral Stage: Purchase.

Positioning Model

Rationale- Our top of mind awareness is limited so persuaders must create a "position"

Being First- Pioneers in a category are easily recalled.

Being Best- Consumers are usually willing to pay a fair price for top quality goods.

Position by Age- Some brands appeal to age segments.

More Memorable Positions in T.O.M.A

-Cheapest

-Expensive

-Not: Differentiate

-Gender

Social Movements Model

-Organized, collective efforts that attract large groups of people, often led by spokespersons, & seek to promote or resist social change.

-Rely on persuasion, have a strong mental framework, & frequently face opposition from those in power, which can lead to violence or conflict.

What are the distinct 5 stages of the social movements model?

Genesis

Social Unrest

Enthusiastic Mobilization

Maintenance

Termination

What are the 3 basic types of social movements?

-Innovation Movement: Total change & replacement of existing values.

-Revivalist Movement: Seeks more moderate change & a return to previous values (pro life).

-Resistance Movement: Seeks to block change (Pro-choice).

Agitation and Control

-Conflict between two sides.

-Agitating Group: Advocating for change with limited power and resources, using symbolic protest to gain attention.

-Controlling Group: Opposes change and has significant power, responding to agitation through tactics like ignoring, negotiating, capitulating, or repressing.

Diffusion of Innovation

1.) Information or knowledge stage.

2.) Persuasion Stage.

3.) Decision, Adoption, and Trial stage.

4.) Evaluation & confirmation stage.

What are some model adopters terminology?

True Innovators: Well known & have influence on others.

Early Majority: Aware of innovation but need confirmation of the true.

Late Majority: Traditional & non-believers, won't adapt until most have.

Laggards: Adopt the innovation when it is outmoded.

Fantasy Themes

-Reflects how people collectively make sense of their experiences through shared storytelling or symbolic communication.

-Mini dramas played out in groups.

Symbolic Convergence

-When people share stories, jokes, metaphors, or inside references (called fantasy themes), they create a shared reality—a sense of "us."

-Chaining out, reality links, fantasy links.

-Explain how groups form strong bonds, develop collective identities, and move people to act