Media Persuasion UNIT 4. Learning objectives  To analyse the techniques used to persuade by the media  To describe the Hovland-Yale model of persuasion.

Slides:

Advertisements

Similar presentations

Techniques in Advertising

Advertisements

Please have last weeks homework on your desk ready to be collected This weeks homework is task 2 – Due 22/10/12 Make sure you write it in your organiser.

Components of an Advertising Plan (Pitch):

Kotler / Armstrong, Chapter 15 Which of the following is not an aim of advertising? 1.to persuade 2.to inform 3.to remind 4.All of the above are aims of.

Clinical Psychology Leaflet Task

Lesson 7 – Product Life Cycle

Forms and Techniques in Advertising Sports and Entertainment Marketing.

Tutor2u ™ GCSE Business Studies Revision Presentations 2004 Advertising.

Consumer Behavior & Commercial Offerings

Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organisations. They offer a full.

Elaboration-Likelihood Model

Promotion Chapter 15. The Role of Promotion in Marketing Inform Persuade Remind.

Evaluating an Integrated Marketing Program.

House Ad Project: Developing an Ad Campaign. Using the “House Ad” as a project I suggest the “House Ad” exercise as a possible project. It is most effective.

Chapter 31: Using the marketing mix Promotion. What is promotion? The process of communicating with customers or potential customers Can be informative.

Lesson 1 Objectives: Understanding Advertising You will learn: How professionals have persuaded people to buy through advertising. You will be able to;

L EARNING O BJECTIVES : To be able to identify the techniques that advertisers use to persuade people to buy their product. To evaluate the effects of.

The Marketing Mix Promotion. Aims of today’s lesson:  To have an understanding of the marketing mix and the role of promotion  To understand the difference.

BUSINESS BENCHMARK Unit 9 Advertising. noun verb advertisement advert ad to advertise.

Personal Selling. Personal communication of information to persuade somebody to buy something. Personal communication of information to persuade somebody.

Evaluation By Lorian Kurzweil. Planning Our assignment was to create an advertising campaign for a new product with a brand name, two full page magazine.

Evaluating an Integrated Marketing Program. Chapter 15.

How to approach SACs and Exams Preparing for success!

Pharmaceutical companies put forth great effort when identifying their customer needs and wants They then invest in R & D hoping to discover and launch.

-It equals marketing communication. -It involves communication about the product the product or service. -Promotion is an element in the marketing mix.

Copyright 2000 Prentice Hall17-1 Chapter 17 Advertising.

Self-Learning Week 10 Introduction to Rationale. Week 8 Week 9 Week 10 Week 11 Week 12 Progress so far Week 8  Chose a partner to work with  Completed.

Lesson 2- Promotion. Objectives: Explain the purpose of promotion. Identify four different types of promotional activities. Describe the importance of.

OPTION 5 Being Interactive: Computer Games.  explore a range of inter-active games produced for the teenage market;  explore the uses that their age.

Memo I am very pleased with market research and the way you have presented it. Is it possible to add some notes explaining how you created it and explain.

Intro to Marketing Mr. Bernstein Public Relations: Starbucks Case Study November 17, 2014.

ADVERTISING N.P.. Advertising Advertising informs consumers about the existence and benefits of products and services and tries to persuade to buy them.

P ROMOTION Unit 3 Topic 3.1. W HAT IS P ROMOTION ? Promotion gives the consumer information about the rest of the marketing Mix. It gives customers: The.

Kevin Zhang. It equals marketing communication. It involves communication about the product the product or service. Promotion is an element in the marketing.

2.16 Promotion Marketing and the Competitive Environment Using the Marketing Mix: Promotion “What is the difference between unethical and ethical advertising?

Marketing Campaign A Marketing Campaign You have been asked to produce a marketing campaign for a ‘Trainer/Sport Shoe’ Come up with the design.

Module -2. Situation Analysis Opportunity analysis: to spot and capitalize on favorable demand trends Competitive analysis: to achieve and maintain a.

Product marketing - the power of branding Lesson objective- to gain knowledge and understanding of the power of branding and its effect on different consumer.

BUSS2 Marketing: using the marketing mix - promotion.

Review of Rhetorical Devices: Rhetorical question: asking a question where the answer is obvious and doesn’t need to be directly answered Allusion: referring.

Chapter Objectives Understand steps of effective advertising management. Recognize when to use in-house advertising and when to employ an external agency.

Chapter 10 What is marketing?. Marketing… Marketing- the business function that identifies customer needs and responds to them For example- Nike used.

The HSC examination The external HSC examination provides a measure of student achievement in a range of syllabus outcomes that can be reliably measured.

Use Your Writer’s Notebook Define ethos, pathos, and logos in your notebook. Discuss examples of each- use the commercials we watched as examples. Question.

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 10.

Analysing an Advertisement

POM - Final Exam Revision

HSC Seminar Day Food Technology 2017.

Connotation and Denotation

Today’s Goals Introduce Advertising Project

Unit 18 Advertising – A01 Task.

Media analysis: Advertising

Print Adverts By Jessica Foster.

Marketing Management

MARKETING Plan Promotion

MARKETING Plan Promotion

Quick Fire Quiz Mr Kelly.

Please shut down your computers!!!!!

English Only and Media Studies

16-2 Advertising Planning.

Presentation skills and

Best Social Media Marketing Company

Which of these statements do you most agree with?

Introduction to Advertising

Chapter 17 Promotional Concepts and Strategies

Development of ideas.

Media Institutions - Advertising

Clinical Psychology Leaflet Task

Presentation transcript:

Media Persuasion UNIT 4

Learning objectives  To analyse the techniques used to persuade by the media  To describe the Hovland-Yale model of persuasion  To apply this model to examples from the media

Do adverts really work?  Can you identify which brands/companies are the face of each slogan or logo?

Answers  Mr Muscle  Compare the market  Cravendale milk  KFC  HSBC  Mr Kipling  Andrex  Marmite  L’Oreal  Nike

Answers  Starbucks  Shell  Kellogs  Pizza Hut  Audi  Pepsi  Chanel  Windows  Pringles

What did you find? – 3 adverts

Hovland-Yale Model  Described how attitude is changed by the media in 4 simple processes  Use page 391 of your textbooks to outline each of these stages  How do your adverts demonstrate these stages???

Hovland-Yale Model  People will also need a “factor” to change their attitude  The four factors which influence attitude change heavily are: – The source – The message – The medium – The target Continue using page 391 to outline these four factors How can they be applied to the four adverts shown???

How can the hovland-yale model be applied to this advert? 

Evaluating the Hovland-Yale model  How can it be applied to advertising??? - Source - Message - Medium - Target  What research supports/refutes the model???  Are there any methodological issues???

Past exam Q  The Government wants to reduce the number of accidents caused by drivers exceeding the 30 mph speed limit in built-up areas. An advertising company is asked to create a television advertisement to persuade drivers to reduce their speed.  Suggest some possible features of the television advertisement. Justify your suggestions with reference to the Hovland-Yale model. (10 marks)

Past Exam Q  A company is about to launch a new perfume aimed at young career women and wants to devise a television advertising campaign to promote the perfume.  Using your knowledge of the persuasive effects of television, what advice would you give to the company so that it could make the television advertising campaign as effective as possible? Refer to psychological research to justify your advice. (10 marks)