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Persuasion & Influence Welcome
Introduction <ul><li>Practice based application of theory </li></ul><ul><li>About both the means and the product </li></ul...
What’s it all about <ul><li>Brands (or all types) try to influence our decisions and persuade us to think and act in certa...
Assessment 1 <ul><li>Leading a debate (15%) </li></ul><ul><ul><li>Comprehend debates </li></ul></ul><ul><ul><li>Critical a...
Assessment 1 – the ideal <ul><li>Show knowledge of theories </li></ul><ul><li>Apply them to the real world </li></ul><ul><...
Assessment 2 <ul><li>Speech & Critique (35%) </li></ul><ul><ul><li>Use of techniques </li></ul></ul><ul><ul><li>Understand...
Assessment 3 <ul><li>Examination (50%) </li></ul><ul><ul><li>Critical analysis of one attempt at persuasion </li></ul></ul...
What are attitudes That new logo sucks   Big time! PR isn't a real job Marketing is just smoke and mirrors
What are opinions, Are they different
Beliefs <ul><li>I believe all PROs/Marketers are liars </li></ul><ul><li>I believe all doctors know what they are talking ...
How are B/O/A changed <ul><li>Key elements </li></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Narrative </li></ul></u...
Key Theories <ul><li>How communication is processed </li></ul><ul><ul><li>Involvement, understanding and motivation </li><...
Think of a change you caused <ul><li>One example each  </li></ul><ul><li>How do the key elements fit together? </li></ul><...
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Persuasion &Influence: Session 1

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Introduction ot final year option

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Transcript of "Persuasion &Influence: Session 1"

  1. 1. Persuasion & Influence Welcome
  2. 2. Introduction <ul><li>Practice based application of theory </li></ul><ul><li>About both the means and the product </li></ul><ul><li>Be creative, there is no box! </li></ul><ul><li>Link POP or Consumer Behaviour with your experiences and common sense </li></ul>
  3. 3. What’s it all about <ul><li>Brands (or all types) try to influence our decisions and persuade us to think and act in certain ways </li></ul><ul><li>His unit explores </li></ul><ul><ul><li>Key theoretical principles </li></ul></ul><ul><ul><li>General rules of social behaviour </li></ul></ul><ul><li>So informs you how to be persuasive and exert influence within an ethical framework </li></ul>
  4. 4. Assessment 1 <ul><li>Leading a debate (15%) </li></ul><ul><ul><li>Comprehend debates </li></ul></ul><ul><ul><li>Critical analysis of issues and literature </li></ul></ul><ul><ul><li>Understanding of theories </li></ul></ul><ul><ul><li>Present and defend ideas </li></ul></ul>
  5. 5. Assessment 1 – the ideal <ul><li>Show knowledge of theories </li></ul><ul><li>Apply them to the real world </li></ul><ul><li>Draw on examples from placement </li></ul><ul><li>Be interactive </li></ul><ul><li>Let me know if you want me to provide tasks </li></ul>
  6. 6. Assessment 2 <ul><li>Speech & Critique (35%) </li></ul><ul><ul><li>Use of techniques </li></ul></ul><ul><ul><li>Understanding attitudes and routes to them </li></ul></ul><ul><ul><li>Role of persuasion within a PR campaign </li></ul></ul><ul><li>Delivered 8 th December </li></ul><ul><li>Any topic – but think who your public is </li></ul><ul><li>5 minutes – beware the gong! </li></ul><ul><li>You receive peer feedback to help critique </li></ul>
  7. 7. Assessment 3 <ul><li>Examination (50%) </li></ul><ul><ul><li>Critical analysis of one attempt at persuasion </li></ul></ul><ul><ul><li>Understanding theories </li></ul></ul><ul><ul><li>Understanding fit of ‘artefact’ within a campaign </li></ul></ul><ul><ul><li>Argument construction </li></ul></ul>
  8. 8. What are attitudes That new logo sucks Big time! PR isn't a real job Marketing is just smoke and mirrors
  9. 9. What are opinions, Are they different
  10. 10. Beliefs <ul><li>I believe all PROs/Marketers are liars </li></ul><ul><li>I believe all doctors know what they are talking about </li></ul><ul><li>I believe all Germans are sausage-eating fascists </li></ul>
  11. 11. How are B/O/A changed <ul><li>Key elements </li></ul><ul><ul><li>Source </li></ul></ul><ul><ul><li>Narrative </li></ul></ul><ul><ul><li>Strength of Argument </li></ul></ul><ul><ul><li>Strength of Attitude of persuaded </li></ul></ul><ul><ul><li>Placing of persuasion (Context) </li></ul></ul><ul><ul><li>Proximity of persuader </li></ul></ul>
  12. 12. Key Theories <ul><li>How communication is processed </li></ul><ul><ul><li>Involvement, understanding and motivation </li></ul></ul><ul><li>Gaining acceptance </li></ul><ul><ul><li>Proximity </li></ul></ul><ul><li>Affecting behaviour </li></ul><ul><ul><li>Acceptance, social norms and personal control </li></ul></ul>
  13. 13. Think of a change you caused <ul><li>One example each </li></ul><ul><li>How do the key elements fit together? </li></ul><ul><li>Why was it successful? </li></ul>
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