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Lectures and book summary: The Dynamics of Persuasion; Marketing & Persuasive Communication VU 2020 $6.90
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  3. Vrije Universiteit Amsterdam (VU)
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  5. Marketing And Persuasive Communication

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Lectures and book summary: The Dynamics of Persuasion; Marketing & Persuasive Communication VU 2020

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  • Course
  • Marketing And Persuasive Communication
  • Institution
  • Vrije Universiteit Amsterdam (VU)
  • Book
  • The Dynamics of Persuasion

This is a full English summary you need for the exam for the Marketing & Persuasive Communication (MPC) course at the VU for the 2nd year Communication Science. I summarized the entire book, and then inserted the lecture notes. In short, the summary consists of the book (chapter 1-13) and the colle...

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  • Yes
  • December 2, 2020
  • 54
  • 2020/2021
  • Summary

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  • marketingcommunicatie

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  • Vrije Universiteit Amsterdam (VU)
  • Communicatiewetenschap
  • Marketing And Persuasive Communication
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Summary Marketing and Persuasive Communicatie (MPC) 2020

HC1: Introduction
H1 & H2

Persuasive: a sender’s attempt to change a receiver’s beliefs, attitudes and behaviour.

Persuasion: constancies and changes
- Number and reach of persuasive communications have grown exponentially
- Persuasive messages travel faster than ever before
- Persuasion has become institutionalized
- Persuasive communication has become more subtle and devious
- Persuasive communication has gone digital
- Social media and internet have democratized persuasive discourse, blurred
boundaries and changed the contours of persuasion

Why persuasion differs from previous eras:
- Number of messages
- Speed and brevity (=beknoptheid)
- Conducted via institutions and organizations
- Subtlety
- Complexity and mediation
- Digitalization

Persuasive communication is:
- Broader than marketing communication
- Foundation of most marketing communication

Marketing communication: persuasive communication, but also:
- Attention/ awareness (memory effects)
- Consumer choice behaviour (vb: biases)
- Branding
- Targeting strategy
- Media influence (online vs offline)

MPC classes: subjects:
- Which elements determine a commercial’s effectiveness?
- Can we influence people outside of their awareness?
- When you need evidence and arguments in persuasion?
- How do people persuade themselves?
- Is there such a thing as a charismatic leader?
- What do we have in common with Pavlov’s dog?


Persuasion: application areas:
1. Corporate sphere: sales, negotiations, motivating, leadership, online campaign’s,
influencers.

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