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Communication Model
Understand the elements and persuasive
capabilities of communication, as well as the
barriers to effective communication.
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Communications
• Impersonal vs.
interpersonal
• Formal vs. informal
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Communication Interference
• Selective exposure
• Time shift
• Psychological noise
• Overcoming psychological noise:
– Repetition
– Contrast
– Digital technologies
– Effective positioning and providing value
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Discussion Questions
• How have informal sources affected
your decision as a consumer?
• Which informal sources are the most
powerful? Why? When?
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To understand the distinctions between
broadcasting and narrowcasting.
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Comparison
Traditional media New media
• Broadcast • Narrowcast
• One-way • Two-way
• Directed at groups • Addressable
• Not customized or • Customized
interactive • Interactive
• Less accurate • Response-measurable
feedback, delayed
feedback
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To understand how to design persuasive
messages effectively.
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Messages
• Verbal, nonverbal or both
• Steps for sponsor (individual or
organization)
– Establish objectives
• Create awareness
• Promote sales
• Encourage/discourage practices
• Attract patronage
• Reduce dissonance
• Create goodwill/favorable image
– Select medium
– Design (encode) message
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Message Decisions
• Images and text
• Message framing
• One-sided vs. two-sided messages
• Order of presentation
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Images and Text
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Message Framing
Positive message framing
Negative message framing
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One- vs. Two-Sided
Messages
• A one-sided message pretends
that its products are the only ones of
their kind.
• A two-sided message
acknowledges competing products.
The credibility of an advertised claim
can often be enhanced by actually
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Order Effects
Primacy vs Recency
•The primacy effect suggests material
presented first is most effective.
•The recency effect suggests material
presented last is most effective.
•If audience interest is low, the most
important point should be made first to
attract attention.
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To understand the effectiveness and
limitations of prominent advertising appeals.
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Comparative Ads
• Sophistication
• Negativity
• Gender
• Promotion vs.
Prevention-focused
• Reasonable factual
evidence
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Fear Appeals
• Fear is an effective appeal and is often
used in marketing communications.
• Some researchers have found a negative
relationship between the intensity of fear
appeals and their ability to persuade.
• So strong fear appeals tend to be less
effective than mild fear appeals.
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Guidelines for Fear Appeals
1. Understand reaction 5. Determine whether
and previous rational or
experiences emotional fear
2. Beware the appeal
boomerang effect 6. Repeat advertising
3. Behavior change over the long term
long and complex 7. Accept that some
process addicts may not
4. Study relationship respond
with action and 8. Consider
anxiety alternatives
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Humor Appeals
What are some key
findings related to
the effectiveness of
humor appeals?
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Timeliness Appeals
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To understand how to measure the
effectiveness of advertising messages.
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Measuring Feedback
• Interpersonal communications
immediate feedback
• customer satisfaction
• persuasion effects?
• sales effects
• media exposure effects?
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