Harnessing the power of persuasive marketing communications

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Harnessing the power of persuasive marketing communications

Classical conditioning Conditioning plays a huge part in the concept of persuasion. It is more often about leading someone into taking certain actions of their own, rather than giving direct commands. Great examples of this are professional athletes.

Harnessing the power of persuasive marketing communications

They are paid to connect themselves to things that can be directly related to their roles; sport shoes, tennis rackets, golf balls, or completely irrelevant things like soft drinks, popcorn poppers and panty hose.

The important thing for the advertiser is to establish a connection to the consumer. Just like you sometimes recall a memory from a certain smell or sound, the objective of some ads is solely to bring back certain emotions when you see their logo in your local store.

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The hope is that repeating the message several times makes consumers more likely to purchase the product because they already connect it with a good emotion and positive experience.

Stefano DellaVigna and Matthew Gentzkow did a comprehensive study on the effects of persuasion in different domains. They discovered that persuasion has little or no effect on advertisement; however, there was a substantial effect of persuasion on voting if there was face-to-face contact. Cognitive dissonance Leon Festinger originally proposed the theory of cognitive dissonance in He theorized that human beings constantly strive for mental consistency.

Our cognition thoughts, beliefs, or attitudes can be in agreement, unrelated, or in disagreement with each other. Our cognition can also be in agreement or disagreement with our behaviors. When we detect conflicting cognition, or dissonance, it gives us a sense of incompleteness and discomfort.

For example, a person who is addicted to smoking cigarettes but also suspects it could be detrimental to his health suffers from cognitive dissonance. Festinger suggests that we are motivated to reduce this dissonance until our cognition is in harmony with itself.

We strive for mental consistency. There are four main ways we go about reducing or eliminating our dissonance: Revisiting the example of the smoker, he can either quit smoking, reduce the importance of his health, convince himself he is not at risk, or that the reward of smoking is worth the cost of his health.

Cognitive dissonance is powerful when it relates to competition and self-concept. Elaboration likelihood model Persuasion has traditionally been associated with two routes.

Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the deliberation process. It holds that the probability of effective persuasion depends on how successful the communication is at bringing to mind a relevant mental representation, which is the elaboration likelihood.

Thus if the target of the communication is personally relevant, this increases the elaboration likelihood of the intended outcome and would be more persuasive if it were through the central route.

Communication which does not require careful thought would be better suited to the peripheral route.

Dearing Report ()

A main motivation for individuals is to increase positive external rewards and minimize the costs. Attitudes serve to direct behavior towards the rewards and away from punishment. The process by which an individual protects their ego from being threatened by their own negative impulses or threatening thoughts.

When an individual derives pleasure from presenting an image of themselves which is in line with their self-concept and the beliefs that they want to be associated with.First, I’d like to reiterate that superhero names generally don’t matter very much and probably won’t mean the difference between getting published and getting rejected.

Harnessing the power of persuasive marketing communications

That said, if you can’t come up with a superhero name or a team name, here are some possible sources of inspiration. AMA Atlanta’s Marketing Series offers free marketing training for AMA Atlanta members from top industry experts.

From paid media, to SEO, programmatic buying, video marketing and off-line marketing strategies and more, our Marketing events offer a comprehensive overview of today’s in-demand marketing strategies.

Bibliography of Research on Social Network Sites. Aaltonen, S,, Kakderi, C,, Hausmann, V, and Heinze, A. (). Social media in Europe: Lessons from an online survey. Nick Morgan, a communications expert and speaking coach, says that while email, texting, and Slack might seem like they make communication easier, they actually make things less efficient.

AMA is one of the most widely recognized leaders in business training, having provided corporate training solutions for over 95 years. From leadership, communication and managerial training to sales, customer service and analytical skills, AMA has developed a vast array of content and training solutions to help individuals and organizations achieve business results.

"Daniel Forrester has truly identified the biggest leadership problem we face today. The flood of data and the ease of communications afforded us by 21st Century technology have led to snap decision making without the careful thought or processing necessary for us to make quality decisions.

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