This Presentation helps the presenter to set communication effectively to reach the consumers.

1. Dr. Chandrakhanthan.J
School of Management
Sri Krishna College of Technology
Designing
Persuasive Communication

2. Designing Persuasive Communication
• The term ‘persuasion’ means to force someone
into something.
• The art of persuasion is the art of finding the
best available means of moving a specific audience in a
specific situation to a specific decision.
• Persuasive communication means, persuading
others to understand what one is trying to communicate.
• Persuasive communication has one core purpose: get the
readers to support, believe, and act in favour of presenter.

3. Designing Persuasive Communication
• Communications strategy
– establish the primary communication objectives
- Key factors of persuasion – perception, experience, and memory
- Creating awareness of a service or product, promoting, attracting,
creating goodwill

4. Designing Persuasive Communication
• Target audience

5. Designing Persuasive Communication
• Media strategy

6. Designing Persuasive Communication
• Message strategies
the message is the thought, idea,
attitude, image or other
information that the sender wishes
to convey
- Involvement theory
evaluating the pros and cons

7. Designing Persuasive Communication
• Message structure and
presentation
- Resonance – wordplay,
often used to create a double
meaning used in combination with
picture.

8. Designing Persuasive Communication
• Message structure and
presentation
- Message framing
positive message framing

9. Designing Persuasive Communication
• Message structure and
presentation
- One-sided versus two-sided
messages

10. Designing Persuasive Communication
• Message structure and
presentation
- Comparative advertising
- Order effects
- Repetition

11. Designing Persuasive Communication
• Message structure and presentation
- Advertising appeals
Fear, Humor, Abrasive Advertising, Sex in advertising,
Audience Participation

12. Designing Persuasive Communication
• Message structure and presentation
- Advertising appeals
Fear, Humor, Abrasive Advertising, Sex in advertising, Audience Participation