Term
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Definition
| Primary, Secondary, Initial, Gatekeeper and Watchdog |
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Term
| Audience Segmentation Factors |
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Definition
| Demographics, Psychographics, Benefits Sought, Relationship Levels |
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Term
| Tell, Sell, Consult and Join |
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Definition
Tell: You are in control
Sell: The audience is in control
Consult: Build consensus
Join: One of many points of view |
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Term
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Definition
| Purpose, Audience, Information, Benefits, Objections and Context |
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Term
|
Definition
Positive: Motivate and provide action plan
Neutral: Rational persuasion
Hostile: Recognize differences and present case |
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Term
| Survey Design Questionnaire Tips |
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Definition
General to specific
Clarification questions at the end
Attitude before behavior
Sensitive questions at the end
Spontaneous before prompted |
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Term
|
Definition
Likert Scale: (Strongly agree --> Strongly disagree)
Ratio: (One, two, three)
Semantic Differential: (Love (5) Hate)
Numerical Rating: 0--->5 |
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Term
|
Definition
1) Attention
2) Need
3) Satisfaction
4) Visualization
5) Action |
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Term
|
Definition
Case history and illustration vs. stats and data
Explicit vs. implicit messages
Positive vs. negative |
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Term
| Burke's Identification Theory |
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Definition
1)Materialistic (owning the same goods)
2) Formal (participating in the same groups and organizations)
3) Idealistic (same beliefs and values) |
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Term
| Burke's Identification Theory STRATEGIES |
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Definition
Common Ground: Appealing to shared interests
Unconscious: Using "we" to convey unity
Antithesis: Common enemy
Representation: Identify with someone we admire |
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Term
| Communication Objectives: Cognitive |
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Definition
| Create awareness and explain advantages |
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Term
| Communication Objectives: Affective |
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Definition
| Create and change attitudes, stimulate desire and inspire emotion |
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Term
| Communication Objectives: Behavioral |
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Definition
| Stimulate customer action, try product and tell others about it |
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Term
| Four Factors That Influence Persuasion |
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Definition
| Source variables, message variables, medium/channel variables and target variables |
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Term
|
Definition
Elaborate FOR not against message
Audience is able and motivated
Case contested
Goal to prevent counter-arguing
Strategy - distract |
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Term
| Peripheral Route Persuasion |
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Definition
Little text (fashion ad)
Implicit message
Audience is not previously motivated |
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Term
|
Definition
Discounting cues
Attractiveness
Likability
Sleeper effect
Physical appearance
Similarity |
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Term
|
Definition
| Convince others to adopt your perspective |
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Term
|
Definition
Dangers are serious
Probable
Actions would be affective
Completely think they can take action |
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Term
|
Definition
| Acknowledging opposing arguments * more effective |
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Term
|
Definition
Solicit spontaneous responses
Cannot quantify
Range of answers not suggested in questions |
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Term
|
Definition
| Small set of answers for respondent to select |
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Term
|
Definition
Contrast
Repetition
Alignment
Proximity |
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