Persuasion

section 2

What does AIDA stand for & what is best used for?

Attention → interests → desire → action

• quick ad design framework, stage-based, ignores purchase

What is the Hierarchy of Effects model

AKLPCP (think - feel - do)

Awareness → Knowledge → liking → preference → conviction → purchase

• best for longer campaigns & measuring mindset shifts

What does TEARS stand for? how to apply? when do you need?

Trustworthiness → Expertise → attractiveness → respect → similarity

• when applying to choose a spokesperson

T: credible & transparent (#ad disclosure)

E: relevant to product category

A: lifestyle & aesthetics match brand

R: admired achievements & character

S: Relatable traits & experiences to audiences

• good for solving → credibility gap, trust deficit, audience disconnect

key elements of Storytelling? what does it do?

RCEVV

relatable characters → conflict → emotional resonance → values alignment → compelling CTA

• influence attitudes & behaviour by connecting emotionally & logically

what are Cialdini’s 6 persuasion principles? how is it applied?

RCSALS

• Reciprocity

give free values first (samples)→ triggers obligation with unexpected gifts/ personalised gesture to act

• commitment & consistent

start small, public commitment → leads to large consistent actions

• social proof

show peer behaviour (ppl like you enaging) → influences action

• authority

use credible experts/cert → builds trust & persuasion

• liking

relatable & positive brand personality → influences audience attitudes

• scarcity

limited offers/time → trigger urgency & perceived value

give value → commit → follow peers → trust experts → like them → hurry

what is ELM?

elaboration likelihood model

two route: central & peripheral route characteristics

• central route characteristics

high involvement products 

consumers care a lot about the purchase (the product is expensive/ technical )

have detailed product information through long-form content

(comparison charts, specifications, scientific studies)

create educational campaigns “how ti works“

use information that satisfy information-seekers

• peripheral route characteristics

low motivation/ ability → rely on cues (celebrity, visuals)

temporary attitude change 

cheap, every day, impulse product 

people dont want to think/compare

Message strategy types & appeals

• Cognitive (thinking) strategy

logical, fact-driven, awareness & knowledge

Appeals: rationality, comparative

• affective (feeling) strategy

emotional engagement, brand personality

appeals: emotions, humours, music, sex

• conative (action) strategy

stimulates behaviour/action

appeals: fear, scarcity, direct response

creative executional frameworks

style, structure, format to deliver message strategy.

how you tell the story not what you say

ie) animation, slice-of-life, dramatisation, testimonial, authoritative, demonstration, fantasy, informative