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Persuasive Marketing Strategies Essay

The document outlines the requirements for an essay that analyzes a chosen marketing communication using principles of persuasion discussed in class. Students are instructed to: (1) briefly summarize the chosen communication; (2) identify concepts and theories of persuasion used; and (3) critically evaluate how successfully the concepts and theories were applied, suggesting areas of strength and weakness. Students must also cite at least 10 academic references using APA or Harvard style.

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Muqarrub Ali Khan
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167 views3 pages

Persuasive Marketing Strategies Essay

The document outlines the requirements for an essay that analyzes a chosen marketing communication using principles of persuasion discussed in class. Students are instructed to: (1) briefly summarize the chosen communication; (2) identify concepts and theories of persuasion used; and (3) critically evaluate how successfully the concepts and theories were applied, suggesting areas of strength and weakness. Students must also cite at least 10 academic references using APA or Harvard style.

Uploaded by

Muqarrub Ali Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ESSAY

What to cover:

The goal of this assessment is to write an essay that reviews and applies the different
principles used in marketing to persuade people. This assessment involves doing a general
search on marketing communications and selecting one which should then be analyzed
according to the persuasive techniques discussed in this module. After (1) identifying and
briefly summarizing the marketing communication (this communication could be any form
including commercials, print ads, radio communications, billboards, general marketing
strategies, etc.) you will (2) focus on identifying and describing concepts and theories on
persuasion that are used in this communication. Use of concepts and theories learned in class
is highly recommended. Finally, you should (3) critically evaluate the use of these concepts
and theories in the particular marketing communication that you have chosen. How
successfully have these concepts and theories been applied in this communication? What
worked and what did not work? Why? Be as specific as possible in your analysis and
justification for your final assessment of the chosen marketing communication. Your overall
objective from this assessment is to be able to synthesize different concepts /theories and/or
elements of theories to form a more holistic judgment on the persuasive quality of the
marketing communication. You will be able to demonstrate your conceptual knowledge as
well as your ability to reflect on and apply this knowledge in the assessment of existing
persuasion attempts in marketing.

b. Briefly summarize the most important aspects to describe the marketing communication
you have chosen (e.g., the product/service/brand; how the communication is structured; the
potential target group; etc.).

c. Identify the main concepts and theories of persuasion that are used in the chosen marketing
communication. This includes background knowledge and evidence on how these concepts
work in practice. Here you can demonstrate your understanding of the concepts and theories.
This should be the main part of your essay. Feel free to use subheadings to organize your
thoughts/arguments.
d. Critically assess how well the intended principles, concepts, and theories have been
applied in the chosen marketing communication. What was good, what was bad? Why? Here
you need to be precise in your analysis and have the opportunity to demonstrate your
analytical skills in order to justify your final assessment of the strengths and weaknesses of
the persuasive approach used in the chosen marketing communication. Include suggestions
for improvement where necessary. e. Submit a list of scientific references used in your essay
(roughly 10 minimum) relevant to analyze the chosen marketing communication. Use either
the Harvard Referencing System (for a guide see
http://libweb.anglia.ac.uk/referencing/harvard.htm) or APA referencing System
(http://www.apastyle.org/index.aspx).

How successfully have these concepts and theories been applied in this communication? What
worked and what did not work? Why? Is it an effective way of marketing communication?

PART 1 Identifying and briefly summarizing the marketing communication (e.g., the
product/service/brand; how the communication is structured; the potential target group; etc.). c.
Identify the main concepts and theories of persuasion that are
PART 2 Focus on identifying and describing concepts and theories on persuasion that are used in this
communication. Identify the main concepts and theories of persuasion that are used in the chosen
marketing communication. This includes background knowledge and evidence on how these
concepts work in practice.

PART 3 Critically assess how well the intended principles, concepts, and theories have been applied
in the chosen marketing communication. What was good, what was bad? Include suggestions for
improvement where necessary.

PART 4 Conclusion

PART 5 Submit a list of scientific references used in your essay (roughly 10 minimum) relevant to
analyze the chosen marketing communication. Use either the Harvard Referencing System (for a
guide see http://libweb.anglia.ac.uk/referencing/harvard.htm) or APA referencing System
(http://www.apastyle.org/index.aspx).

- Intro

Role of Persuasion in General

My Job at Booking.com in Cambridge and London

- Main

1. Rule of Reciprocation

2. Need of Consistency (week 2 lecture) -> EXAMPLE Newsletter subscriptions will continue to
receive secret deals on hotels

3.
4. Social Proof and Liking

We often do what the crowd does. The wisdom of crowds is a powerful shortcut that leads
to favourable outcomes most of the time ->

5. Use of attractiveness of places in advertising and Discrete Emotions (happy smiling people
relaxing in the pool)

Discrete Emotion: The focus is often not on the exact nature of what an emotion is, but what
it does. The functional aspect of emotions (e.g., how they influence behavior) is or primary
importance to marketers.
Emotions serve a communication role both in social settings and within ourselves. They
communicate to us how we feel, and whether we like something or dislike it. Emotions are
often very quickly experienced states, which can be controlled but the experience of feeling
states (depending on the intensity) can be subtle as well as immediate, fast, and powerful.

Emotions serve as communication devices (of others’ or our preference and inner feeling
states), they can motivate (in)action in specific situations

Attractiveness affects persuasion positively regardless of whether the presenter and receiver
are of the same or the opposite sex and regardless of whether receivers are characterised by
low or high product involvement (Praxmarer, 2011) ->

6. Customer involvement and Subliminal + Conscious + Unconscious Persuasion

People are generally inclinced to feel uneasy with the notion that much of their behavior is
automatic (rewrite in own words). Subliminal Persuasion refers to attempts at persuasion
which rely on unconscious and subconscious processing. Conscious processing = people are
aware of the thoughts and feelings they experience.

Unconscious processing = According to Freud, the unconsciousness consists of primitive,


instinctual wishes as well as the information that we cannot access.

7. Use of Authority and Market Share

8. Use of Scarcity

“opportunities seem more valuable to us when they are less available…people seem to be
more motivated by the thought of losing something than by the thought of gaining
something of equal value " (Cialdini, 2007

Losses loom larger than gains (Prospect Theory, Kahneman & Tversky, 1979)

a. Deals available for a limited period.

9. Building Trust

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