BU432 Lecture Notes - Lecture 8: Permission Marketing, Cognitive Dissonance, Direct Marketing
Document Summary
The increasing role of the consumer: real time marketing: involves marketing activates that leverage up to date and currently occurring events, real time marketing takes advantage of various social media platforms. The source: source effects: same words by different people can have very different meanings, a source may be chosen because she/he is an expert, famous, attractive or similar, what makes a good source: source credibility, source attractiveness. Persusasion knowledge model (pkm: consumers develop knowledge about persuasion and use this knowledge to cope with persuasive attempts, exchange between the consumer and persuasion agent is a two way interaction, target has three types of knowledge: Agent knowledge: what is the source of persuasion. The more credible we can make ourselves seem the more likely to persuade. Hype vs buzz: buzz: authentic message generated by customers, hype: inauthentic message generated by corporate propaganda, buzz building: stealth campaigns, where marketers create buzz by implying that they had nothing to do with the buzz.
