COM3107
Fundamentals of
Persuasive
Communication
Week 11: Advertising and
Marketing Persuasion
Advertising
and
Marketing
Persuasion
Awareness, which then needs to be led to.
Increased Knowledge about the brand before.
Preference will develop.
The Tasks of
Advertising and Convinced of its superiority.
their Tactics Prompting of Trial of the brand. If the trial goes well, they will
ultimately.
Evaluate the brand positively and finally move to the hoped for.
Development of Brand Loyalty and will thus repurchase it many
times over.
Promote Brand Features and Benefits
• every successful brand has some perceived benefit in the consumer’s mind
• particular benefit makes them choose the brand time after time
• usually, the benefit comes from some feature of the brand
• promoting a brand’s features and the resulting benefits is one task that
advertising can achieve using several tactics of persuasion—testimonials,
statistics, examples, demonstrations, and others...
Example
• iPhone ads
Generate Traffic
• another task of advertising is to get them there or to create traffic at the Point of
Purchase
• e.g. grocery ads usually offer some familiar and even staple goods like milk or eggs
at below cost, these items are called “loss leaders” because they lead consumers to
the store by taking a loss
• these special prices draw consumers to the store where they make many other
purchases
• estimates say that as many as 60% of the items in the shopping cart at the checkout
counter are purchased on impulse, even if the customer brings a shopping list with
them to the store
Make Brand Comparisons
• all brands need to be perceived of as superior to the competition in the minds of
consumers
• comparative advertising is one way to convince them that the Brand is superior
to the others
• comparative advertising is defined as advertising in which there is mention
of a specific competing brand (not just “the competition” or “other
brands”) and some sort of comparison that must be stated or implied to
show why the competitor is inferior
Example
Example
Induce Trial
• challenging to get one’s prospects to reach is actually trying the brand or idea,
and this is especially true if the brand is a new introduction on the market,
expensive, or complex to use
• free samples are a favorite tactic to persuade consumers to try the brand, but
another way is to come up with an ad slogan and copy that tells the brand
story
Building the Brand
• a major task of advertising since the inception of branded goods
• implies using direct advertising campaigns to boost brand awareness, promote
a specific product, establish connections and provide value to the target
audience
• increases customer satisfaction, customer loyalty, and brand recognition
Adapting to Change
• advertising industry like many others is constantly changing with many new
forces—especially technology—coming into play
• traditional media to social media? Participation and engagement?
Example: Dove's ‘Reverse Selfie’
After Class Reading
• Chapter 13, 14 - Borchers, T. (2013). Persuasion in the media age (3rd ed.).
Waveland Press.
• Chapter 12, 13 - Perloff, R. (2017). The Dynamics of Persuasion: Communication
and Attitudes in the 21st Century(6th ed.). New York, NY: Routledge.
• Chapter 14 - Larson, C. U. (2007). Persuasion: Reception and Responsibility (12th
Ed.). Belmont, CA: Wadsworth Learning.
• Chapter 8 - Wahl, S. T., & Morris, E. (2022). Persuasion in your
life. Routledge, Taylor and Francis Group
