The document discusses the key components and process of designing persuasive communications. It outlines several steps: establishing communication objectives, selecting the appropriate audience, choosing appropriate media channels to reach that audience, and designing messages tailored for each medium and audience. Some factors discussed for effective message design include considering the audience's level of involvement, using central or peripheral routes of persuasion appropriately, framing messages positively or negatively, and determining the best order and frequency of messages.

1. DESIGNING PERSUASIVE
COMMUNICATIONS

2. COMPONENTS OF
COMMUNICATION
SENDER MESSAGE
CHANNEL
(MEDIUM)
RECEIVER
(CONSUMER)
FEEDBACK
Encodes
Decodes

3. • COMMUNICATION PROCESS
• BARRIERS TO EFFECTIVE COMMUNICATION

4. DESIGNING PERSUASIVE
COMMUNICATIONS
• Establish objectives of the communication
• Select appropriate audience for the message
• Select appropriate media through which to reach to the
audience
• Design message (i.e. Encode) in a manner that is
appropriate to each medium & to each audience

5. ESTABLISH OBJECTIVES OF THE COMMUNICATION
SELECT APPROPRIATE AUDIENCE FOR THE MESSAGE
SELECT APPROPRIATE MEDIA
THROUGH WHICH TO REACH TO THE AUDIENCE
DESIGN MESSAGE IN A MANNER
THAT IS APPROPRIATE TO EACH MEDIUM & TO EACH AUDIENCE

6. • COMMUNICATION STRATEGY:
 Establish primary communication objectives
 Decide upon model to be used: E.g. cognitive model
(message exposure interest & desire for the product
etc)
• TARGET AUDIENCE:
 Essential to segment audience into homogeneous
groups
 Different communication strategy for different target
groups

7. • MEDIA STRATEGY:
 Calls for placement of ads in specific media read, viewed or
heard by each targeted audience
 For this prepare consumer profile
 Decide upon media category & media vehicles to be used
• MESSAGE STRATEGIES:
 Sender must know what he/she is trying to say & why
 Message should be easily understandable by the target group
 Previously studied models should be considered

8. • MESSAGE STRUCTURE & PRESENTATION:
 Involvement of consumers (High/Low)
 RESONANCE: advertising resonance is wordplay used
to create a double meaning used in combination with a
relevant picture
 For High involvement product -> Central route to persuasion
 For Low involvement product -> Peripheral route to persuasion
 MESSAGE FRAMING: Positive message framing: stress
on the benefits to be gained by use of the product.
Negative message: benefits to be lost by not using the
product. The choice depends upon consumer’s attitude,
characteristics, product itself etc.

9. Central route to
persuasion
Peripheral route to
persuasion

10.  ONE SIDED VS TWO SIDED MESSAGES: should only
good points about the product be told or bad points
should also be told. Decision depends upon the level of
education & intelligence among the targeted audience
 COMPARATIVE ADVERTISING: marketer claims
product superiority for its brand over one or more
explicitly named or implicitly identified competitors either
on an overall basis or on selected product attributes. It is
useful for product positioning, brand positioning etc

11.  ORDER EFFECTS: should commercial be presented
first or last? Should bad news be given first or last?
Order affects audience receptivity. Most important points
should be mentioned or displayed earlier.
 REPETITION/FREQUENCY: important factor in learning.
 ADVERTISING APPEAL: factual appeals or emotional
appeals. Depends on kind of audience.
 Fear appeal
 Humor appeal

12. • ABRASIVE ADVERTISING: how effective an unpleasant
or annoying ad can be? Eg: ad of medicine to treat
headache.
• SEX IN ADVERTISING: advertisers sometimes make
use of suggestive illustrations, crude language or nudity.
Studies show such ads rarely encourage actual
consumption behavior.
• AUDIENCE PARTICIPATION: ask questions & seek
opinions of audience to draw them into discussion.
Develop effective feed back system also.