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ID:32502022
大小:454.50 KB
页数:16页
时间:2019-02-09
《【7A文】台大推廣策略4.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、Session3:PERSUASIVEFACTORSSourceandMessageFactorsThePersuasionMatrixIndependentvariables:TheCommunicationsComponentsSourceMessageChannelReceiverDestination4321MessagepresentationAttentionComprehensionYieldingRetentionBehaviorDependentVariables:StepsinbeingpersuadedTheCommunicationComponents1
2、.Receiver/comprehensionCanthereceivercomprehendthead?2.Channel/presentationWhichmediawillincreasepresentation?3.Message/yieldingWhattypeofmessagewillcreatefavorableattitudes?4.Source/attentionWhowillbeeffectiveingettingconsumers’attention?SourceAttributesandReceiverProcessingModesSourceattri
3、buteProcessInternalizationCredibilityIdentificationAttractivenessPowerComplianceSourceCredibilityTheextendtowhichthesourceisseenashaving:KnowledgeSkillExpertiseAndtheinformationisseentobe:TrustworthyUnbiasedObjectiveSourceAttractivenessSimilarityResemblancebetweenthesourceandrecipientofthemes
4、sageFamiliarityKnowledgeofthesourcethroughrepeatedorprolongedexposureLikabilityAffectionforthesourceresultingfromphysicalappearance,behavior,orotherpersonaltraitsSourcePowerSourceadministersrewardsandpunishmentstothereceiverSourceismorefrequentlyusedinpersonalselling.TheUseofCelebritiesEndors
5、ementsThecelebrity,whetheranexpertornot,merelyagreestotheuseofhisorhernameandimageinthepromotionfortheproduct.TestimonialsThecelebrity,usuallyanexpertwithexperiencewiththeproduct,atteststoitsvalueandworth.PlacementsThebrandis"placed"inamovieorTVshowwhereit'sseenbytheaudienceandusedorassociate
6、dwiththecharacters.TheUseofCelebritiesDramatizationsCelebrityactorsormodelsportraythebrandinuseduringdramaticenactmentsdesignedtoshowthegoods.RepresentativesThecelebrityagreestobecomeaspokespersonforthebrandthroughmultiplemediaoveranextendedperiod.IdentificationThecelebrity,usuallyinpartnersh
7、ipwithaproducer,introduceshisorherownbrandusingthecelebritynameasthebrandname.CELEBRITYEFFECTSAttentiontoMessageInduceFavorableAttitudeTowardAd&BrandInhibitNegativeCognitiveResponsesEncourageFavorableOnesUseCulturalMeaningsRISKSWITHCELEBRITIE
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