Summary Marketing and Persuasive Communicatie (MPC) 2020
HC1: Introduction
H1 & H2
Persuasive: a sender’s attempt to change a receiver’s beliefs, attitudes and behaviour.
Persuasion: constancies and changes
- Number and reach of persuasive communications have grown exponentially
- Persuasive messages travel faster than ever before
- Persuasion has become institutionalized
- Persuasive communication has become more subtle and devious
- Persuasive communication has gone digital
- Social media and internet have democratized persuasive discourse, blurred
boundaries and changed the contours of persuasion
Why persuasion differs from previous eras:
- Number of messages
- Speed and brevity (=beknoptheid)
- Conducted via institutions and organizations
- Subtlety
- Complexity and mediation
- Digitalization
Persuasive communication is:
- Broader than marketing communication
- Foundation of most marketing communication
Marketing communication: persuasive communication, but also:
- Attention/ awareness (memory effects)
- Consumer choice behaviour (vb: biases)
- Branding
- Targeting strategy
- Media influence (online vs offline)
MPC classes: subjects:
- Which elements determine a commercial’s effectiveness?
- Can we influence people outside of their awareness?
- When you need evidence and arguments in persuasion?
- How do people persuade themselves?
- Is there such a thing as a charismatic leader?
- What do we have in common with Pavlov’s dog?
Persuasion: application areas:
1. Corporate sphere: sales, negotiations, motivating, leadership, online campaign’s,
influencers.
HC1: Introduction
H1 & H2
Persuasive: a sender’s attempt to change a receiver’s beliefs, attitudes and behaviour.
Persuasion: constancies and changes
- Number and reach of persuasive communications have grown exponentially
- Persuasive messages travel faster than ever before
- Persuasion has become institutionalized
- Persuasive communication has become more subtle and devious
- Persuasive communication has gone digital
- Social media and internet have democratized persuasive discourse, blurred
boundaries and changed the contours of persuasion
Why persuasion differs from previous eras:
- Number of messages
- Speed and brevity (=beknoptheid)
- Conducted via institutions and organizations
- Subtlety
- Complexity and mediation
- Digitalization
Persuasive communication is:
- Broader than marketing communication
- Foundation of most marketing communication
Marketing communication: persuasive communication, but also:
- Attention/ awareness (memory effects)
- Consumer choice behaviour (vb: biases)
- Branding
- Targeting strategy
- Media influence (online vs offline)
MPC classes: subjects:
- Which elements determine a commercial’s effectiveness?
- Can we influence people outside of their awareness?
- When you need evidence and arguments in persuasion?
- How do people persuade themselves?
- Is there such a thing as a charismatic leader?
- What do we have in common with Pavlov’s dog?
Persuasion: application areas:
1. Corporate sphere: sales, negotiations, motivating, leadership, online campaign’s,
influencers.
