Find and assess the persuasive impact of two related websites. Please be sure to use (and clearly identify) theoretical perspectives/course concepts presented in class and give a concrete example for each concept. In order to clearly identify the theories and concepts, please either bold or color each theory or concept you are using. How do those who created the websites attempt to influence their potential readers? For example, you might look at the Coke and Pepsi sites or the Republican and Democrat sites.
Organize your paper around the following questions.
1. Web Information:
What is the URL for each site?
Who is their target audience?
Who are their primary competitors?
Organize your paper around the following questions.
1. Web Information:
What is the URL for each site?
Who is their target audience?
Who are their primary competitors?
2. Apply Rank’s 30 Second Spot Quiz
How does each attempt to capture your attention?
Are these attempts generally effective?
How does each attempt to capture your attention?
Are these attempts generally effective?
3. Positioning:
How does this product/service position itself?
What is its competitive advantage?
How does this product/service position itself?
What is its competitive advantage?
4. Classification of Products/Services:
Can the BCG matrix be applied here?
Justify your decision to classify a product or service as a star, cash cow, etc.
Can the BCG matrix be applied here?
Justify your decision to classify a product or service as a star, cash cow, etc.
5. Target Audience:
What demographics are sought?
Can the VALS Survey in Unit 7 be applied?
Give examples of the VALS categories that apply.
What demographics are sought?
Can the VALS Survey in Unit 7 be applied?
Give examples of the VALS categories that apply.
6. Message Characteristics:
Are any compelling needs evident?
What cultural myths/values/parables are applicable?
Are any compelling needs evident?
What cultural myths/values/parables are applicable?
7. Attitude Change Tactics:
Can the Primacy-Recency, Inoculation, or Social Judgment Model be applied?
Are elements of Classical or Operant Conditioning Apparent?
Can the Primacy-Recency, Inoculation, or Social Judgment Model be applied?
Are elements of Classical or Operant Conditioning Apparent?
8. Persuasive Aspects:
Can Aristotle’s Artistic Proofs be applied in this case?
What message organization model is used (Primacy-Recency, Monroe’s Motivated Sequence, Chronological Organization, Organization by Topic, etc.)?
What examples of persuasive propositions–fact, value, policy–are advanced?
9. Compliance Gaining:
Are any compliance gaining tactics used (e.g., pregiving, altercasting, door in the face, foot in the door, etc.)?
Do they use fear appeals?
Are any peripheral cues apparent?
Can Aristotle’s Artistic Proofs be applied in this case?
What message organization model is used (Primacy-Recency, Monroe’s Motivated Sequence, Chronological Organization, Organization by Topic, etc.)?
What examples of persuasive propositions–fact, value, policy–are advanced?
9. Compliance Gaining:
Are any compliance gaining tactics used (e.g., pregiving, altercasting, door in the face, foot in the door, etc.)?
Do they use fear appeals?
Are any peripheral cues apparent?
10. Campaign Characteristics:
For products or services, what stage(s) of the Yale Developmental Model apply?
Can Diffusion of Innovations be applied?
For social or political causes, are stages of the Agitation and Control Model or the Social Movements Model apparent?
For products or services, what stage(s) of the Yale Developmental Model apply?
Can Diffusion of Innovations be applied?
For social or political causes, are stages of the Agitation and Control Model or the Social Movements Model apparent?
11. Selling Skills:
Can the professional selling skills be applied here?
If so, how are objections handled?
Can the professional selling skills be applied here?
If so, how are objections handled?
Be sure to structure your paper as follows:
Web Information:
First Impressions:
Positioning:
Classification of Products/Services:
Target Audience:
Message Characteristics:
Attitude Change Tactics:
Persuasive Aspects:
Compliance Gaining Strategies:
Campaign Characteristics
Selling Skills:
Web Information:
First Impressions:
Positioning:
Classification of Products/Services:
Target Audience:
Message Characteristics:
Attitude Change Tactics:
Persuasive Aspects:
Compliance Gaining Strategies:
Campaign Characteristics
Selling Skills:
No comments:
Post a Comment