Teaching and Persuasive Communication: Class - Brown University
Designing Persuasive Communication
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Transcript of Designing Persuasive Communication
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 1/19
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 2/19
Presentation Outline
• Overview
• Introduction to topic and sub topics
• Case Study in regard with topic• SWOT Analysis
• Recommendations
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 3/19
Communication
Communication is the activity of
conveying information through the
exchange of thoughts, messages, or
information, as by speech, visuals,
signals, writing, or behavior.(- Wikipedia)
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 4/19
Components of Communication
• Context• Sender/Encoder
• Message
• Medium• Receiver/Decoder
• Feedback
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 5/19
Designing Persuasive Communication
Persuasive communication is any form of
written or verbal communication, wherein
the communicator tries to convince the
listener/leader to his way of thinking,
feeling, acting or perceiving about anobject.(- Wiki.answers.com)
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 6/19
Steps in Designing Persuasive
Communication
• Communication Strategy• Target Audience
• Media Strategy
• Message Strategy• Message Structure and Presentation
• Advertising Appeals
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 7/19
Communication Strategy
• Awareness about Product or Services• Sales Promotion
• Creating goodwill or favorable image
• Attracting Retail Patronage
• Message Structure and Presentation
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 8/19
Target Audience
• Identify Target Audience• Segmentation or Dividing into group
on the basis of their characteristics
and attitudes
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 9/19
Media Strategy
• Consumer Profile• Audience Profile
• Selecting Cost Efficient Media
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 10/19
Message Strategy
• Deciding weather to use words orpictures or both
• Righteous Buyers• Social Buyer
• Pragmatic Buyer
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 11/19
Message Structure and
Presentation
• Resonance• Message Framing
• One-Sided Vs Two-Sided Message
• Order Effect
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 12/19
Advertising Appeals
• Humorous Appeals• Fear Appeal
• Comparative Advertisement
• Celebrity Groups (as a source ofcredibility)
• Audience Participation
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 13/19
Case Study
Telenor Pakistan
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 14/19
Vision
• Our Vision is very Simple: “We are here to help”
• Telenor Pakistan is a customer focused business
mobile service operator company that seeks
competitive service in both post paid and
prepaid
Mission
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 15/19
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 16/19
Media Strategy• Online Media
• Broadcasting Media
• Print Media• Display Media
Message Strategy• Both Pictures and Words
• Peripheral route to communication
• Central route to communication
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 17/19
Message Structure and Presentation• Positive Message Framing
• Order Effect
• One sided message
Advertising Appeals• Celebrity Groups (Mahira Khan & Shehzad
Roy)
• Audience Participation
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 18/19
8/11/2019 Designing Persuasive Communication
http://slidepdf.com/reader/full/designing-persuasive-communication 19/19
Recommendations
• I’ll recommend Telenor Pakistan touse humorous and comparative
advertisement appeal if they want
to persuade their target audiencemore effectively.