Attitudes

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Published on 17 May 2011
School
Ryerson University
Department
Retail Management
Course
RMG 302
Professor
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-
door?
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
ORGANIZATION
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).
Feedback:
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
anyway
Source Bias:
Knowledge bias Sources knowledge is not accurate
Reporting bias Sources willingness to convey knowledge accurately is compromised
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Document Summary

Communications model: the organ izat ion creates a , message which is transmitted through a , me d i u m that is then decoded by the consumers who send feedback to the. Permission marketing marketer will be much more successful t rying to persuade consumers who"ve 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). Feedback: 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. Source credibility source"s perceived expertise, objectivity, or trustworthiness. Sleeper effect when people forget about the negative source and change their attitudes anyway.