KNR 271 Lecture Notes - Lecture 7: Specialty Publications
19 Jun 2018
School
Department
Course
Professor
KNR 271
Recreation Programming
TTH 9:35am-10:50am
Upcoming Dates:
Chapter 15 Quiz: 3/6
Chapter 16 Quiz: 3/8
Chapter 14: Techniques for Program Promotion
Promotion
Is communication that seeks to:
oInform
About what is happening
oEducate
About important issues related to agency
oRemind
Deadlines, upcoming events, etc.
oPromotion will be more successful if it is accompanied by well-designed projects
that are delivered at the right time and place, and at the appropriate price
Persuasion
Persuade
oBring a change in behavior
oIndividuals are persuaded in two different ways:
Centrally
Consumers made thought out decisions, have taken time to
examine and evaluate the decisions and make the best one
Peripherally
Consumers are not thorough with decision making
Lack of interest, ability, or time
oThe persuasiveness of your promotional tool will be affected by:
Comprehension of the advertisement
Effects of prior knowledge
Involvement with the topic
Repetition of the message
Credibility of the source
Attitudes towards the advertisements
Communication Channels
2 types:
oGeneral Public
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