Depending on time, we will then either proceed to group presentations or to in-class work on projects.

Exercise Changing Attitudes Groups will create impromptu presentations of the concepts below based on the group projects. You will be given acetates and markers; some groups will have ready-made overheads

CHANGING ATTITUDES THROUGH COMMUNICATION

Persuasion - Reciprocity, Scarcity, Authority, Consistency, Consensus

Tactical Decisions  - models, message, media, markets

Elements of Communication

The Communications Model

Overhead-CTR15

AN UPDATED VIEW: INTERACTIVE COMMUNICATION

Permission Marketing - getting consumers to "buy into" listening to the message

Uses and Gratifications - Consumers are active & goal-directed, not passive

Who's in Charge of the Remote? Consumer input and information seeking

* Levels of Interactive Response
First Order vs Second Order

THE SOURCE

 - Credibility
Who will believe you and why?

 - Attractiveness
Celebrities - are they worth it?

THE MESSAGE
sending, framing, chunking, dual-component model

Constructing the Argument
One vs Two Sided Arguments
Drawing Conclusions
* Comparative Advertising

Overhead CTR-16 ad for Texas Instruments Notebook

Overhead CTR-17 - Drawing Conclusions

Types of Message Appeals
Emotional vs Rational
* Sex, Humour, Fear

THE SOURCE VERSUS THE MESSAGE

The Elaboration Likelihood Model

Overhead CTR-18

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Group time during this class is your in-class work