COMM 223 Lecture Notes - Lecture 14: False Advertising, Dramatization, Integrated Marketing Communications
29 Mar 2015
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Document Summary
Few messages take the audience from awareness to purchase: design the message. Aida model: get attention, hold interest, arouse desire, obtain action. Must decide what to say (content) and how to say it (structure or format) Rational appeal relates to the audience"s self-interest: product quality, economy, value, performance. Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase (humor, controversy) Present a one or two-sided argument: message format: every detail of the ad, from the colour of the print ad to the body language of a tv commercial requires planning to communicate the right message, choose the media. Choosing the channel of communication: personal non personal. Personal communication is effective because it allows personal addressing and feedback: word-of-mouth influence is personal communication about a product between target buyers and neighbours, friends, family members, and associates. Buzz marketing involves cultivating opinion leaders and getting them to spread.
