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    Persuasion Matrix

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    Avinash Gurjar
    The persuasion matrix helps marketers choose the right spokesperson, message, and channel to influence consumer attitudes. It examines how the source, message, and channel factors interact in the communication model. The source should be credible and attractive to enhance message persuasiveness. Marketers can focus the message on gaining attention through word, action, or role playing using emotional, two-sided, or comparative appeals. Choosing the right media channel like personal sales, social media, or video ads also impacts how consumers receive the message. Together these controllable elements aim to build brand preference and purchase through the communication.

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    Persuasion Matrix

    Uploaded by

    Avinash Gurjar
    320 views8 pages
    The persuasion matrix helps marketers choose the right spokesperson, message, and channel to influence consumer attitudes. It examines how the source, message, and channel factors interact in the communication model. The source should be credible and attractive to enhance message persuasiveness. Marketers can focus the message on gaining attention through word, action, or role playing using emotional, two-sided, or comparative appeals. Choosing the right media channel like personal sales, social media, or video ads also impacts how consumers receive the message. Together these controllable elements aim to build brand preference and purchase through the communication.

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    The persuasion matrix helps marketers choose the right spokesperson, message, and channel to influence consumer attitudes. It examines how the source, message, and channel factors interact in the communication model. The source should be credible and attractive to enhance message persuasiveness. Marketers can focus the message on gaining attention through word, action, or role playing using emotional, two-sided, or comparative appeals. Choosing the right media channel like personal sales, social media, or video ads also impacts how consumers receive the message. Together these controllable elements aim to build brand preference and purchase through the communication.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    320 views8 pages

    Persuasion Matrix

    Uploaded by

    Avinash Gurjar
    The persuasion matrix helps marketers choose the right spokesperson, message, and channel to influence consumer attitudes. It examines how the source, message, and channel factors interact in the communication model. The source should be credible and attractive to enhance message persuasiveness. Marketers can focus the message on gaining attention through word, action, or role playing using emotional, two-sided, or comparative appeals. Choosing the right media channel like personal sales, social media, or video ads also impacts how consumers receive the message. Together these controllable elements aim to build brand preference and purchase through the communication.

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    Persuasion Matrix

    MCGUIRE
    INTRODUCTION
    Select the right
    spokesperson to deliver
    a compelling message
    through appropriate SOURCE
    Who will be effective in
    channels or media.
    Marketers can choose getting consumers’
    attention?
    the person or source
    who delivers the
    message, the type of
    Source, message, and
    message appeal used, MESSAGE
    channel factors are What type of message
    controllable elements and the channel or
    will create favorable
    in the communications medium. attitudes or feelings?
    model.
    The persuasion
    matrix helps marketers see
    how each controllable CHANNEL
    element interacts with the Which media will
    consumer’s response increase presentation?
    process
    Source

    Source
    Advertisers
    Producers • Favorably perceived – message & communication
    Senders is accepted
    • Company’s credibility doubtful- communication
    not persuasive
    Credibility • Source factor should be reliable or advertiser
    should be well-known trust worthy to enhance
    Source
    Factor credibility
    Attractiveness • Attractiveness depends on prestige, similarity &
    physical attractiveness
    Message
    Stating Two- Sided
    Creating Positive Arguments
    Attitudes Conclusions .

    Message Focus: Message should Comparative


    Attention of not burden the advertising use it
    customer on new receiver with
    products by word, a) Emotional Comparative ad Suspense ad
    conclusion. appeal
    action, voice and
    role playing. Conclusion can be
    encouraged to It include: humor,
    a) Ethos
    enquire further. If fear, drive or sex
    b) Pathos target audience is b) Building
    c) Logos Method less educated, Resistant
    conclusion can be Attitudes
    suggested c)Changing
    negative Atitudes
    Channel
    Personal
    Personal Sales -target Email Marketing
    audience

    Non-Personal

    Display Ads - Newspapers and Social Media Ads Outdoor Advertising Video Ads
    Magazines Pinterest, Instagram, Facebook
    Conclusion

    • Building brand Preference


    • Purchase product
    • Word of mouth
    • It uses when competition increases
    • Build demand for their brands
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