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Persuasion &Influence: Session 1

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Introduction ot final year option

Introduction ot final year option

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Transcript

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

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