Marketing

I is learning:

Rhetoric 104:

There are three kinds of audiences:

1. Friendly: it's a waste of time to build the case and try to change their mood or their mind; you're pushing an open door. This type of speech or oped should focus on getting them to actually do something.
2. Neutral: it's great if you changed their mind and maybe inspired a few of them to act
3. Hostile: it's a victory to simply change their mood

There's also three steps to persuasion:

1. Changing their mood
2. Changing their mind 
3. Getting them to act

Journal of Advertising Research, 19770600/P

"Should you advertise to hostile audiences? Yes, says Chevron's director of communications research, because advertising can keep them from growing more hostile."

From the book, "Marketing," by Roger Kerin, 10th edition, chapter 19, "Types of Advertising"

Product advertisements

1. Pioneering
2. Competitive
3. Reminder

Institutional Advertisements 

"The objective of institutional advertisements is to build goodwill or an image for an organization rather than promote a specific good or service." 

Four types 

1.  Advocacy advertisements state the position of a company on an issue.
2. Pioneering institutional advertisements, like the pioneering ads for products discussed earlier, are used for announcements about what a company is, what it can do, or where it is located.
3. Competitive institutional advertisements promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyers.
4. Reminder institutional advertisements, like the product form, simply bring the company’s name to the attention of the target market again.

How to Persuade Different Types of People

Persuasion Starts With Credibility

1. Trust
1. How long we have known a person.
2. A person's reputation.
3. Experiences with a person in the past.
4. Information about a person obtained from other people.
5. Any ulterior motives a person may have. 
6. How to build trust:
1. Get someone to act on your behalf
2. Act like you are not trying to persuade
3. Turn a negative into a positive
4. Be reliable. Do what you promise and publicise your achievements.
5. Be rational. It’s much easier to trust someone who makes decisions based on reason rather than emotion. Simon Cowell is a good example.
6. Be Receptive. It’s much easier to trust someone who is receptive to our needs and concerns.
7. Don't oversell or exaggerate. Underpromise and overdeliver. People will not trust you if your words do not match up with your actions.
2.  Expertise