Persuasive Communication

Module 4

Basic Communication Model

Communication
Communication is the transmission of message

from a sender to a receiver via a medium (or channel) of transmission.

Components of Communication
The sender, as the initiator of the communication,

can be a formal or an informal source. A formal communication source is likely to represent either a for-profit (commercial) or a not-for-profit organization. An informal source can be a parent or friend who gives product information or advice. The receiver of formal marketing communications is likely to be a targeted prospect or a customer. Intermediaries and unintended audiences are also likely to receive marketers communications.

 The medium, or communications channel, can

be impersonal (e.g., a mass medium ) or interpersonal ( a formal conversation between a salesperson and a customer). Mass media are generally classified as print (newspapers, magazines), broadcast (radio, television), or electronic (primarily the Internet) The message can be verbal (spoken or written), nonverbal (a photograph, an illustration, or a symbol), or a combination of the two. However, a verbal message combined with a nonverbal message is often more persuasive than either would be alone.

 Feedback is an essential component of both

interpersonal and impersonal communications. Prompt feedback permits the sender to reinforce, to change, or to modify the message to ensure that it is understood in the intended way. Generally, it is easier to obtain feedback (both verbal and nonverbal) from interpersonal communications than impersonal communications.

Designing Persuasive Communications

Communications strategy Target Audience Media strategy Message strategies Message structure and presentation

Rational and Emotional Appeal

Rational appeals are generally woven around the

specialities of the product on offer. They may emphasize the unique features or the functions/ benefits of the product , or may attempt a comparison of the product with other brands available. The intention is to use reason and logic to convince the audience. Emotional appeals, on the other hand, are woven around sensations, both positive and negative: love, affection, enjoyment, fun and humour, sense of prestige, yearning for distinctiveness and luxury, feeling of envy, fear of uncertainties, etc

 Components of Rational Appeal: The components of

rational appeal that should be displayed while preparing commercials are as follows:
Practical: E.g: Product-Travellers Cheque- Indian Overseas

Bank Carrying a lot of money, you are in trouble. Functional: Eg: Moonlight Cell Phone-LG CDMA-Expression completed Utility of the product: Eg: Product-Refrigerator Whirlpool- Make ice super quick Feature of the product: Eg. Product-Shampoo- Sun Silk- Step out in flowers-Slip into silk- but use Sunsilk for beautiful hair Benefits of the product: Eg. Product-Cold Cream- Ponds Your skin needs regular care-Use Ponds Cream. Reasons for buying the products: Eg. Product Detergent -TideWhy worry about spending one rupee more to keep your two sarees and four shirts gleaming white.

Rational Appeal- ITCs Sundrop

New Sundrop super-refined oil offers not just one, but four important health benefits- easy food absorption, energy, heart-care and vitamins. Food cooked in Sundrop retains its natural flavour. The copy further highlighted each of the four benefits: Energy- 9 kilocalories per gram Food absorption: Helps the body absorb faster as the free fatty acid content is below 0.2% Heart care- Keeps the heart strong as it contains over 60% polyunsaturated fats Vitamins: Contains A, D and E

Emotional Appeal (Fear)

United India Assurance: Today. A picture of Safety Tomorrow. An invitation to Disaster Your Protection Is Our Concern Take Cover Under United India Tonight Sleep Better Than Your Neighbour It Costs So Little To Insure Your Household Belongings

Emotional Appeal
Jenson & Nicholson: The Jenson & Nicholson ad creates a romantic setting to drive home the elegance of J&N paints: Love At First Sight, Love Ever After Colours Are Like Love Jenson & Nicholson Colours Excitingly.. Beautifully Give Your Home This Wonderful Romance Through J & N Colours

A Rational, Popularity Appeal

Norwegian Uses Transformational Advertising to create a unique image of the cruise experience

MasterCards Priceless campaign creates an emotional bond with consumers

Apples Switch campaign makes effective use of testimonials

Crest Whitestrips Uses a Demonstration