Designing Persuasive Communication

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 1/19

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 2/19

Presentation Outline

• Overview

• Introduction to topic and sub topics

• Case Study in regard with topic• SWOT Analysis

• Recommendations

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 3/19

Communication

Communication is the activity of

conveying information through the

exchange of thoughts, messages, or

information, as by speech, visuals,

signals, writing, or behavior.(- Wikipedia)

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 4/19

Components of Communication

• Context• Sender/Encoder

• Message

• Medium• Receiver/Decoder

• Feedback

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 5/19

Designing Persuasive Communication

Persuasive communication is any form of

written or verbal communication, wherein

the communicator tries to convince the

listener/leader to his way of thinking,

feeling, acting or perceiving about anobject.(- Wiki.answers.com)

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 6/19

Steps in Designing Persuasive

Communication

• Communication Strategy• Target Audience

• Media Strategy

• Message Strategy• Message Structure and Presentation

• Advertising Appeals

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 7/19

Communication Strategy

• Awareness about Product or Services• Sales Promotion

• Creating goodwill or favorable image

• Attracting Retail Patronage

• Message Structure and Presentation

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 8/19

Target Audience

• Identify Target Audience• Segmentation or Dividing into group

on the basis of their characteristics

and attitudes

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 9/19

Media Strategy

• Consumer Profile• Audience Profile

• Selecting Cost Efficient Media

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 10/19

Message Strategy

• Deciding weather to use words orpictures or both

• Righteous Buyers• Social Buyer

• Pragmatic Buyer

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 11/19

Message Structure and

Presentation

• Resonance• Message Framing

• One-Sided Vs Two-Sided Message

• Order Effect

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 12/19

Advertising Appeals

• Humorous Appeals• Fear Appeal

• Comparative Advertisement

• Celebrity Groups (as a source ofcredibility)

• Audience Participation

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 13/19

Case Study

Telenor Pakistan

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 14/19

Vision

• Our Vision is very Simple: “We are here to help” 

• Telenor Pakistan is a customer focused business

mobile service operator company that seeks

competitive service in both post paid and

prepaid

Mission

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 15/19

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 16/19

Media Strategy• Online Media

• Broadcasting Media

• Print Media• Display Media

Message Strategy• Both Pictures and Words

• Peripheral route to communication

• Central route to communication

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 17/19

Message Structure and Presentation• Positive Message Framing

• Order Effect

• One sided message

Advertising Appeals• Celebrity Groups (Mahira Khan & Shehzad

Roy)

• Audience Participation

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 18/19

8/11/2019 Designing Persuasive Communication

http://slidepdf.com/reader/full/designing-persuasive-communication 19/19

Recommendations

• I’ll recommend Telenor Pakistan touse humorous and comparative

advertisement appeal if they want

to persuade their target audiencemore effectively.