Management and Organizational Studies 3321F/G Chapter Notes - Chapter 8: Comparative Advertising, Permission Marketing, Physical Attractiveness

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Persuasion involves an active attempt to change attitudes. Ex. if users are frustrated - fantasy appeal. Message is then decoded by one or more receivers, feedback received by the source, who uses the reactions of receivers to modify aspects of the message. An updated view: interactive communications consumers have many more choices available to them- greater control over which messages they will choose to process. We have a voice in deciding which messages we choose to see and when. Traditional model- mass communications, information is transferred from a producer (source) to many consumers (receivers) at once print, television, or radio. A message is perishable when it is repeated vanishes as a new campaign eventually takes its place. Narrowcast: messages to suit very small groups of receivers (even one person at a time). Does not account for two-way communications between consumers and marketers. Consumers are making their voices heard- proactive roles in communications, figure above.