MKT 3411 Lecture Notes - Lecture 12: Energy Brands, Comparative Advertising, Heinz Tomato Ketchup
Document Summary
Persuasion: an active attempt to change attitudes, often involves attempts to change: With the goal of changing behavior: communication model: Marketing context- the source is the company. Message has to be transferred through a medium. Advertisements online quickly taking over as most popular medium. Message passed through the medium ends up with a recipient, the consumer. Recipient is person who makes decision or buying the product. Certain endorsers will have expertise in specific areas. Lebron james: persuasive in this limited domain of basketball, not persuasive in golf, domain is usually limited, objectivity. Idea that some sources are biased, which makes their endorsements less credible. Ellen d at the oscars took picture of her on iphone even though she was a samsung phone sponsor. There are certain figures and celebrities that are naturally trustworthy. Morgan freeman (often plays movie voice of god) Can also be opposite case (celebrities are not trustworthy)
