MKT 400 Chapter Notes - Chapter 8: Elaboration Likelihood Model, Reporting Bias, Permission Marketing
15 Apr 2013
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Document Summary
The objective relates to persuasion refers to an active attempt to change attitudes. Persuasion is the central goal of many marketing communication. Some basic psychological principles that include people to change their minds or comply with a request: reciprocity: people are more likely to give if they receive. Communications model specifies that a number of elements are necessary for communication to be achieved. In this model, a source must choose and encode a message. The message must be transmitted via a medium, which could be television, radio, magazines, billboards, or even a t-shirt. The message is then decoded by one or more receiver. Finally feedback must be received by the source, who uses the reactions of receiver to modify aspects of the message. New communication model: permission marketing is based on the idea that marketer will be much more successful trying to persuade consumers who have opted into their messages.
