Advertising as Persuasion

Advertising as Persuasion

1. Forms of persuasion

   • Emotion
   • Endorsement
   • Argument

2. Routes of Persuasion

   • Central Route
     • They will look for and respond to strong arguments in favor of the message and counter
       • Ability
       • Motivation
   • Peripheral Route
     • Motivation but lack the ability to evaluate a message

3. Stability of Persuasion

   • Resistance
     • Effective for the peripheral route than for the central route
   • Permanence
     • Extent to which the change caused by persuasion endures
   • Repetition
     • Extent to which the changes due to persuasion survive attacks based on new information
     • Factors Influencing Repetition
       • Brand Familiarity
       • Message Novelty
       • Implications
     • Theories explaining repetition
       • Habituation-Tedium Theory
         • a combination of two factors, habituation and tedium, mediate ad response
       • Theory of Conditioning
         • conditioned response does not require repetitive associations of the two stimuli to sustain

4. Involvement

   • Low-Involvement or Passive Processing
     • Low-involvement processing results when none of these factors lead the involved in an ad. consumer to be
     • three specific appeals
       • Mere exposure
         • mere act of the repetitive exposure of a stimulus can lead to preference for it
       • Priming
         • phenomenon wherein exposure to a brand name during some entertaining or distracting event leads to better recall and preference for that name, even without recall of the exposure.
       • Soft Sell
         • Subtle one that allows for different interpretations, persuades by suggestion, and makes no direct request for action or change
       • Subliminal advertising.
         • ad messages that are just below the threshold of perception
   • motivation and ability determine whether a consumer falls in this state of low involvement.
   • Contextual involve- ment
   • Message involvement
   • Individual involvement
   • Brand involvement