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Persuasion & Influence

Welcome

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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

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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

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Assessment 1

• Leading a debate (15%)• Comprehend debates• Critical analysis of issues and literature• Understanding of theories• Present and defend ideas

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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

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Assessment 2

• Speech & Critique (35%)• Use of techniques• Understanding attitudes and routes to them• Role of persuasion within a PR campaign

• Delivered 8th December

• Any topic – but think who your public is

• 5 minutes – beware the gong!

• You receive peer feedback to help critique

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Assessment 3

• Examination (50%)• Critical analysis of one attempt at persuasion• Understanding theories• Understanding fit of ‘artefact’ within a

campaign • Argument construction

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What are attitudesThat new logo

sucks

Big time!

PR isn't a real job

Marketing is just smoke and mirrors

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What are opinions,Are they different

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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

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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

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Key Theories

• How communication is processed• Involvement, understanding and motivation

• Gaining acceptance• Proximity

• Affecting behaviour• Acceptance, social norms and personal control

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Think of a change you caused

• One example each

• How do the key elements fit together?

• Why was it successful?