Use Excel to create your own diagram duplicating the Persuasion Matrix shown in Chapter 6. Choose a TV commercial or print ad and use the matrix to evaluate how it might influence consumers’ response process.
There are variables in the communication system that advertiser select. Don’t overthink this exercise… I am sure you have heard of the acronym KISS. Well, this would apply to this exercise. The goal of this exercise is to make you think in the light of how you see and comprehend the ad, then think of what indirect and direct variables that you can identify from the communication of the ad. Hint: Answer the four questions about the Receiver, Channel, Message and Source.
When submitting your assignment you can include your ad by attaching it separately, include it in your Excel document, or link to the ad that you selected.
Social Consumer Decisions:
Refer to the Social Consumer Decision Journey in Chapter 5 (Figure 5-6)
Choose a brand, product or service you have recently interacted with as a consumer. Evaluate this brand/product/service throughout each of the six (6) phases of the social consumer decision journey. Keep in mind, this consumer journey is specific to social media, as it is a growing part of the communication process. However, you may see portions of the journey in other outlets (feel free to identify them if you wish).
Each variable consists of a different element of consumer consideration. In your experience with this chosen brand/product/service, identify how this has been accomplished by the company to touch a consumer at any point in their buyer’s journey.
The goal of this exercise is to establish an understanding of how brands advertising to consumers on social platforms at various stages of the buyer’s journey to ensure at a minimum three simple stage: education, purchase, repurchase or referral.
When submitting this exercise, feel free to support your stage identification with screenshots of the ads, or please provide a brief description of what you have seen. You will be expected to identify all six phases.