1. Communication & Persuasion
By Kaustubh Pal

2. The Communication Process
Sender
Encodes the message
Encoded message in media
Decoding of the message
Receiver
Noise
Distortions
Response
Feedback

3. Marketing Communication Mix
Advertising
Sales Promotion
Publicity
Personal Selling
Public Relations

4. Communication Process in Promotion
Promotional Mix Element
Source
Encoding
Media
Receiver
Decoding
Feedback
Advertising
Print Ad given in local newspapers
Written words in specific scheme and colours
Times of India
All existing and would be customers
Customers learn about the various product and offerings
Sales of the product
Personal Selling
Visiting McDonalds Corporate office at Mumbai
Words, body language, personal appearance
Visit given to customer
McDonalds Utility Managers and service managers
Sales-specific data been made available to customers
Sales Promotion
Special discount prices given to McDonalds
Discounts given, special prices given
Mailers
Publicity
A News article
Words, appearance, gestures
Local newspaper and news channel
Readers and viewers
Understanding about the pros and cons of the company
Formation of image about the company

5. AIDA Model of Communication
A - attracting attention
I - rousing interest
D - building desire
A - obtaining action

6. Comparative Messages
Compare positive and negative aspects of brand to competitor.
Used to position and differentiate a brand.
Direct comparative advertisements-- when one brand is compared specifically with another brand. Should be used by low market share brands.
Indirect comparative advertisements. When the comparison brand is not specifically mentioned but instead refers to competitors. Should be used by moderate share brands.
High market share brands should avoid comparative ads.

7. 1 Vs. 2-sided Messages
Do you present both sides of an issue to the audience?
Advantages of 2-sided arguments
Give appearance of fairness
Lowers counterarguments
Disarms unfriendly audiences
Advantages of 1-sided arguments
Good for friendly audiences, low involvement, possibly lower educated audiences.

8. Fear Appeals Early research negative on fear appeals
Recent research positive
Give instructions on how to solve problem
Avoid high fear messages to the highly vulnerable and those with low self esteem.
Make sure that fear is not so arousing as to interfere with message processing.

9. Humor in Messages
Both positive and negative effects may occur from the use of humor.
Negative effects: reduced comprehension, shorten life span of ads, unanticipated negative effects. When audience is already negative toward a brand, humor can increase the negative feelings.
Positive effects: encourages a positive mood state, attracts attention to ad, enhances liking for ad—particularly when audience is already favorable toward the ad.
Humor works best when it is naturally related to the product or situation

10. Repetition effects . . .
This refers to how often information should be repeated to promote learning without creating advertising wear-out.
Advertising wear-out occurs when too much repetition results in consumers becoming increasingly negative toward the message
Two-factor theory explains repetition effects
Factor 1: repetition increases learning and reduces uncertainty
Factor 2: repetition increases boredom.
After about 3 repetitions boredom overwhelms learning and negative effects occur.

11. Managerial Implications
Positioning. Develop persuasive messages based upon the positioning and differentiation strategy.
Environmental analysis. Analyze competitive environment to assess whether and how to employ comparative ads.
Market research. Test audience beliefs and affective responses to source and message.
Marketing mix. Develop of marketing communications is one goal of promotional strategy.
Segmentation. Recognize that divergent segments may require different strategies. E.g., avoid using fear appeals when audience is low in self-esteem.