Scribd Logo
Upload

Welcome to Scribd!

  • 16 views

    Asp Plan: Amity Business School

    Uploaded by

    Sweena Juneja
    The document outlines factors that influence message persuasion and effectiveness, including source attention factors like credibility and attractiveness; message yielding factors like order of presentation and message sidedness; message appeals like fear, humor, and personal appeals; and setting advertising objectives using the DAGMAR approach with concrete and measurable tasks. It also discusses budgeting approaches like top-down, bottom-up, and ROI methods.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Asp Plan: Amity Business School

    Uploaded by

    Sweena Juneja
    16 views7 pages
    The document outlines factors that influence message persuasion and effectiveness, including source attention factors like credibility and attractiveness; message yielding factors like order of presentation and message sidedness; message appeals like fear, humor, and personal appeals; and setting advertising objectives using the DAGMAR approach with concrete and measurable tasks. It also discusses budgeting approaches like top-down, bottom-up, and ROI methods.

    Original Title

    2cfd9ASP 10

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document outlines factors that influence message persuasion and effectiveness, including source attention factors like credibility and attractiveness; message yielding factors like order of presentation and message sidedness; message appeals like fear, humor, and personal appeals; and setting advertising objectives using the DAGMAR approach with concrete and measurable tasks. It also discusses budgeting approaches like top-down, bottom-up, and ROI methods.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    16 views7 pages

    Asp Plan: Amity Business School

    Uploaded by

    Sweena Juneja
    The document outlines factors that influence message persuasion and effectiveness, including source attention factors like credibility and attractiveness; message yielding factors like order of presentation and message sidedness; message appeals like fear, humor, and personal appeals; and setting advertising objectives using the DAGMAR approach with concrete and measurable tasks. It also discusses budgeting approaches like top-down, bottom-up, and ROI methods.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 7

    ASP PLAN Amity Business School

    Name of Institution
     USING PERSUATION MATRIX
     INDEPENDENT VARIABLES
     RECEIVER COMPREHENSION
     CHANNEL PRESENTATION
     MESSAGE YIELDING
     SOURCE ATTENTION
     DEPENDENT VARIABLES
     MESSAGE PRESENTATION
     ATTENTION
     COMPREHENSION
     YIELDING
     RETENTION
     PURCHASE
    Amity Business School
    Name of Institution

    SOURCE ATTENTION FACTORS


     DIRECT, INDIRECT, ORGANIZATIONAL
     SOURCE CREDIBILITY – expertise, trustworthiness
    for Internalization
     SLEEPER EFFECT
     SOURCE ATTRACTIVENESS – similarity, familiarity
    & likability for Identification
     Stopping Power of stars, athletes, musicians, etc
     Control Overshadowing & Overexposure
     Movement of Meaning from Celebrity to Consumer
     Source POWER for reward or punishment
    Amity Business School
    Name of Institution

    MESSAGE YIELDING FACTORS


    • ORDER OF PRESENTATION
    – PRIMACY EFFECT
    – RECENCY EFFECT
    • CONCLUSION DRAWING
    – ORGANIZATION
    – OWN CONCLUSION
    • MESSADE SIDEDNESS
    – ONE-SIDED
    – TWO-SIDED
    • REFUTATION
    • VERBAL & VISUAL MESSAGE
    Amity Business School
    Name of Institution

     COMPARATIVE MESSAGE APPEAL


     FEAR APPEAL
     HUMOR APPEALS
     PERSONAL APPEAL VS. NON-
    PERSONAL APPEAL
     DEALING WITH ADVERTISING
    CLUTTER
    Amity Business School
    Name of Institution

    SETTING ADVERTISING OBJECTIVES


     Communications Objective
     Sales Objective
     DAGMAR Approach – DEFINING
    ADVERTISING GOALS FOR MEASURED
    ADVERTISING RESULTS
     Communications Task based on hierarchial model –
    AWARENESS, COMPREHENSION, CONVICTION
    & ACTION
     CONCRETE, MEASURABLE TASKS TO BE
    ACHIEVED
    Amity Business School
    Name of Institution

    CONCRETE, MEASURABLE TASKS TO BE ACHIEVED

     STRENGTHEN THE BRAND IMAGE


     MAXIMIZE BRAND PRESENCE
     INCREASE IN SALES
     SALES PROMOTION
     RE-POSITIONING
     GENERATE HIGH NO. SHOWROOM VISITS
     ATTRACT COMPETITOR’S CUSTOMERS
     COMMUNICATE IMPROVED QUALITY
     GENERATE HIGH AWARENESS
    BUDGETING Amity Business School
    Name of Institution

     TOP-DOWN APPROACH
     THE AFFORDABLE METHOD
     BOTTOM-UP APPROACH
     ARBITRARY ALLOCATION
     PERCENTAGE-OF-SALES METHOD
     COMPETITIVE PARITY
     ROI METHOD
     OBJECTIVE & TASK METHOD
     PAYOUT PLAN
     COMPUTER SIMULATION MODELS

    You might also like