ISBC 320 Ch. 12

12-1) What are 4 of the many ways you can build credibility with an audience when planning a persuasive message?
1) Simple language
2) Provide objective evidence
3) Identify sources
4) Establish common ground
12-2) What is the AIDA model, and what are its limitations?
Organizes messages into 4 phases: attention, interest, desire and action
12-3) How do emotional appeals differ from logical appeals?
-Emotional: calls on audiences feelings and sympathies
-Logical: Calls on reasoning and evidence
12-4) What 3 types of reasoning can you use in logical appeals?
Analogy, induction and deduction
12-5) What is conversation marketing>
Conversations in your networked community of customers, journalists, bloggers, etc.
12-6) How do marketing and sales messages differ?
-Marketing messages: usher potential buyers through the purchasing process without asking them to make an immediate decision
-Sales message: take over at that point and encourage potential buyers to make a purchase decision then and there
12-7) What is likely to happen if you don’t anticipate audience objections when crafting your message?
Your message will not be as successful
12-8) How do benefits differ from features?
-Benefits: Particular advantages purchasers can realize from those features
-Features: Selling points
12-9) Why do promotional messages need to be short and simple on mobile devices?
Users are often time constrained
12-10) How does ethical behavior contribute to positive etiquette in persuasive message?
It aligns their own interests with what is best for their audiences
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