Interactive Communication and Persuasion Quiz

Interactive Communications and Persuasion: Key Factors and Responses

• Persuasion is the active attempt to change attitudes, a central goal of marketing communication
• Factors influencing persuasiveness of messages include target person's characteristics, source characteristics, message characteristics, and cognitive route
• Key questions to answer before creating a message include who will be in the message, how the message should be made, and what media should be used
• Characteristics of the target market that may influence an ad's acceptance include their level of involvement, self-esteem, and personality traits
• A communication model specifies elements including source, message, medium, receiver, and feedback, with potential for noise in each area
• Uses and Gratifications Theory suggests consumers use media to meet more than informational needs, and media serves various purposes including entertainment and information
• Types of responses to marketing include building brand awareness, feature identification, reminders to buy, and building long-term relationships
• Under low involvement, a consumer's buying response may be superficial and what happens after the purchase can reinforce beliefs about a product
• Creating opportunities for brand engagement opens consumers to a deeper level of response
• Consumers can give two types of feedback: first order response (e.g., purchase) and second order response (e.g., signing up for updates)
• Credibility and attractiveness are two important features in a source, influencing the persuasiveness of communication
• The Match-Up Hypothesis suggests that the dominant characteristics of a product should match the dominant features of the communication source