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RMG 302 (10)


Retail Management
Course Code
RMG 302
Donna Smith

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Persuasive Messages can be created after answering:
Who will use the scent in the ad? Source of a message helps determine the
consumers’ acceptance/desire to try the product.
How should the message be constructed? Should it emphasize negative consequence,
directly compare the product with others on the market, present a fantasy of positive
benefits after using the product?
What media to transmit the message? Print? Then which magazines? TV, door-to-
What characteristics of the target market might influence the ads acceptance?
Communications Model:
1.The ORGANIZATION creates a
2.MESSAGE which is transmitted through a
3.MEDIUM that is then decoded by the consumers who send feedback to the
Permission Marketing Marketer will be much more successful trying to persuade
consumers whove opted into their messages
Uses and Gratifications Theory Consumers are an active, goal-directed audience that
draws on mass media as a resource to satisfy needs
M-Commerce Mobile commerce, marketers promote their goods/services via wireless
devices (cells phones, PDAs, iPods).
First-order response Direct marketing (catalogues & TV infomercials) are
interactive. If successful, they result in an order.
Second-order response An order is not placed immediately, but feedback is given.
Source characteristics: Credibility & Attractiveness
Social acceptance consumers are persuaded by attractive sources
Internally oriented credible, expert source
Source credibility Sources perceived expertise, objectivity, or trustworthiness
Sleeper Effect When people forget about the negative source and change their attitudes
Source Bias:
Knowledge bias Sources knowledge is not accurate
Reporting bias Sources willingness to convey knowledge accurately is compromised
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