Podcast
Questions and Answers
What are the key factors influencing the persuasiveness of messages?
What are the key factors influencing the persuasiveness of messages?
What are the key questions to answer before creating a message?
What are the key questions to answer before creating a message?
What are the characteristics of the target market that may influence an ad's acceptance?
What are the characteristics of the target market that may influence an ad's acceptance?
What does the Uses and Gratifications Theory suggest about consumers' use of media?
What does the Uses and Gratifications Theory suggest about consumers' use of media?
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What are the types of responses to marketing mentioned in the text?
What are the types of responses to marketing mentioned in the text?
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Under what condition may a consumer's buying response be superficial?
Under what condition may a consumer's buying response be superficial?
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What are the two types of feedback consumers can give?
What are the two types of feedback consumers can give?
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What are two important features in a source that influence the persuasiveness of communication?
What are two important features in a source that influence the persuasiveness of communication?
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What does the Match-Up Hypothesis suggest?
What does the Match-Up Hypothesis suggest?
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Study Notes
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
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Description
Test your knowledge of interactive communications and persuasion with this quiz. Explore key factors influencing persuasive messages, target market characteristics, communication models, consumer responses to marketing, and more. See how well you understand the principles and theories behind effective communication and persuasion in marketing.
