CHAPTER :

PERSUASION AND ATTITUDINAL CHANGE THROUGH COPY DEVELOPMENT

Persuasion matrix im!ortan"e o# sour"e an$ messa%e #a"tors& '(m)s* To develop an effective advertising and promotional campaign, a firm must understand the various components in the communication system . We make use of a persuasion matrix to understand this. The persuasion matrix is made up of controllable or independent and uncontrollable or dependent variables. The persuasion matrix help the marketers to see how each controllable element interacts with the customers response process. Promotional planners need to know how their decisions about each independent variable influences the response of the customers and the persuasion matrix helps to understand this. The independent variables are- source, message, channel , receiver and the destination, while the dependent variables- refer to the steps a receiver goes through to be persuaded to make a purchase.They are message presentation, attention , comprehension, yielding, retention and behaviour. The persuasion matrix is given as follows

In$e!en$ent +aria,-e : the communication components De!en$ent +aria,-es: steps Sour"e

in being persuaded

Messa%e ".anne- re"ei+er $estination '/*

Messa%e !resentation '0* Attention Com!re.ensio n Yie-$in% retention ,e.a+iour '2*

'1*

T.e $e"isions t.at "an ,e e+a-uate$ 3it. t.e .e-! o# t.e !ersuasion matrix are: . whether the target audience can comprehend!understand" the message or not. The more marketers know about their target market the more they can use workds and symbols which can help customers understand the message #. Which media will increase the presentation i.e which channel can help to present the message to a maximum number of customers. $. The type of message that will yield positive feelings towards the product %. The source who will be effective in getting customers attention towards the product & ex: celebrity

T.e sour"e #a"tor: !# marks concept 'n" When we use the term source we mean the person involved in communicating a marketing message either directly!through celebrity" or indirectly !through models".companies are very careful when selecting individuals to deliver their selling messages (irms spend huge amounts for specific people to endorse their products. )ndividuals whose presence and whose 'ualities will maximi*e the influence of the message are selected as a source ex: +mitabh ,achhan, Tiger Woods, -achin Tendulkar etc. There are three basic 'ualities or attributes of the source and each of them influence the receivers attitude or behaviour . They are . sour"e "re$i,i-it4 & it refers to the extent to which the receiver feels that the source has the re'uired knowledge , skill or experience to speak about the product ex: if sachin tendulkar endorses sports shoes it will be immediately accepted by the receiver because he actually has the experience of using the product in his professional life. #. sour"e attra"ti+eness & the attractiveness of the source depends upon similarity & the similarity between the source and the receiver familiarity & knowledge about the source through the exposure likability - liking or affection for the source due to his.her physical appearance, behaviour and other personal 'ualities $. sour"e !o3er & it refers to the influence the source has on the receiver . i.e whether the source is capable of influencing the receiver to purchase the product. T.e messa%e #a"tor: The message that the advertisement is trying to convey becomes important. +n effective message strategy will help to communicate the points and convince and persuade the customer to purchase the product. Therefore the order in which the message is presented becomes important /ifferent #a"tors in#-uen"e t.e e##e"ti+eness o# t.e messa%e they are . order of presentation- it refers to how the arguments about the product must be placed & i.e strongest argument first!primacy effect" or strongest argument last!recency effect" #. 0essage sidedness- another factor is whether to give a one sided message that presents only the positive attributes.'ualities or to present a two sided message that presents both the good and the bad points $. refutation & this is a type of two sided message where both sides of the argument are presented i.e both good and bad points and then the negative points are argued upon and the message explains why the negative points do not apply to the product. This is also called refutational appeal. %. verbal v.s visual messages- another important decision to be made is whether to opt for verbal messages or use visuals and pictures to present messages. '/m)s "on"e!t 5n*Messa%es use $i##erent a!!ea-s: one of the advertisers most important creative strategy decisions involves which appeal to select for the ad. +n appeal is a powerful message that arouses the need or desire amongst customers and urges them to buy the product. +n advertising appeal is the result of matching between the consumers buying motives and the products selling points. -ome ads

appeal to the rational, logical aspect while others appeal to feelings to get an emotional reaction some of the "ommon-4 use$ t4!es o# messa%e a!!ea- are "om!arati+e a$+ertisin% #ear a!!ea- .umor a!!ea- rationa- an$ emotionaa!!ea-6 TYPES O7 APPEALS USED IN ADVERTISEMENTS 0essages use different appeals .1ne of the advertisers most important creative strategy decisions involves which appeal to select for the ad. -ome ads appeal to the rational, logical aspect while others appeal to feelings to get an emotional reaction some of the "ommon-4 use$ t4!es o# messa%e a!!ea- are . "om!arati+e a$+ertisin% 8 2ere we directly or indirectly name competitors in the ad and compare one or more 'ualities. The idea is that better product information can be provided and consumers can make decisions rationally they have great attention getting value and have higher recall in the minds of the customer. #. 7ear a!!ea-& +ds sometimes use fear appeals to get an emotional response and make individuals take steps to remove the threat ex: ads which show social re3ection of a person help to create fear appeal. The products that use this appeal are deodorant, mouth wash, anti-dandruff shampoos etc. $. Humor a!!ea-s 8 2umorous messages attract and hold customers attention. They enhance effectiveness of the ad by putting customers in a positive mood ,and increase the liking for the ad itself as well as for the product. %. Rationa- a!!ea- - This appeal tries to encourage the customer to think rationally and logically and appeals to the intelligence of the customer. 4. Emotiona- a!!ea-- This appeal tries to appeal to the emotions of the customer and tries to enhance the sale of the product.

Attitu$es: ' /mar)s "on"e!t 5n* +ttitudes are important to marketers because they theoretically summarise a consumers evaluation of an ob3ect and represent positive or negative feelings and behavioural tendencies 0arketers are interested in because they feel that that it is related to consumers purchase behaviour. +dvertising and promotion are used to create favourable attitudes towards new products. services or brands. 5einforce existing favourable attitudes and to change negative attitudes.
There are certain advertising ob3ectives based on attitudes. They are Communi"ation o,9e"ti+e & communication can help to change the attitude of customers towards a particular product or brand or company. Sa-es o,9e"ti+e - When a favourable attitude towards a product is created sales ob3ective is fulfilled as a favourable attitude can help to increase sales of the product