PERSUASIVE COMMUNICATION Art of moving people by their own agreement to a belief, position or course of action

to act to accept to follow to respond to change or not to change

6 TYPES OF PERSUASIVE MESSAGES Appeals to buy goods/services Appeals to sell services/ideas Requests for information/assistance Requests for granting complex claims Appeals for donations/contributions Appeals to pay debts.

ADVERTISING Definition Classification Advertising & Communication AIDA (master formula) Creating advertisements for Commercials Parts of Ads Copywriting Techniques

Non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services) or ideas by identified sponsors through various media.

ADVERTISING AND COMMUNICATION Source - Sponsor Message - Advertisement Channel - Medium Receiver - Consumer or prospect

SOURCE DIMENSIONS The sponsor The Author The Persona

MESSAGE DIMENSIONS Autobiographical Narrative Dramatic

RECEIVER DIMENSIONS Implied Sponsorial Actual Consumers

CLASSIFICATION On the basis of Target Audience (a) Consumer advertising (b) Business advertising

(a) Typically directed at consumers for personal use (TV, print, radio) (b) Directed at people who buy or specify goods or services for business use (appears in business publications, journals, trade shows, direct-mails) products – capital, production, operational

(2) By Geographic Area Local, regional, national, international (3) By Medium Radio, TV, Print (4) By Purpose Action, Awareness Products, Nonproduct Profit, Nonprofit Commercial, Noncommercial

Action – Immediate, direct response Awareness –To create interest To create an image/familiarity To influence

Non Product – To promote ideas Product – To promote goods Commercial – Seeks Profits Non Commercial – To seek donations, volunteers,support or change in Consumer behavior

Business Advertising Trade Wholesalers Dealers Retailers Agricultural or farm Farm families, Individuals in Agri business to increase efficiency reduce risks Widen profit margin Professional Teachers Doctors Dentists Architects Engineers Lauders Buy for use in profession To recommend to clients/ patients -For personal use Trade Wholesalers Dealers Retailers

AIDA (MASTER FORMULA) THE CREATIVE PYRAMID ACTION DESIRE CREDIBILITY INTEREST ATTENTION

PARTS OF AN ADVERTISEMENTS 1 Overline Head Line Lead Under Line Body Subheads Caption Elaborator Product name Logo /slogan Facilitator Visual

STEPS FOR COMMERCIALS Determine the idea Decide what commercial format to use (art director & copy writer) Write a script containing copy or dialog plus a basic description of any music, sound effects, camera views etc. Create a series of storyboard roughs Select the cast (casting brief)

CREATING EFFECTIVE TV COOMERCIALS Begin at the finish Create an attention getting opening Use a situation that grows naturally out of the sales story Make characters the living symbol of the product Keep it simple Write concise audio copy Make demonstrations dramatic but believable Let the words interpret the picture Run scences for 5 or 6 secs. On average Keep the look of the video fresh and new

                               

Headline: Every shade a woman wants to be Subhead: New fresh, light, breezy and lush colors from Revlon