Week 2 Reflection of Integrated Marketing Communications
The most important concept I am taking away from Week 2 is promotional planning through the Persuasion Matrix for several reasons. I was curious about how marketers see each controllable element that interacts with the consumer’s response process. I learned about the two sets of variables. Good advertising means the advertiser possesses the balance of the independent variable of the communication process and the dependent variable of the steps a receiver goes through in the process of being persuaded to purchase from this brand.
The components of the independent variables are factors such as source, message, channel, receiver, and destination (Belch, 2024). Additionally, the components of the dependent variables are factors such as message presentation, attention, comprehension, yielding, retention, and behavior. The important aspect to remember is that independent variables are the controllable components of the communication process (Belch, 2024). The marketer must plan the execution and schedule of each controllable element. The success of the dependent variables relies heavily on the excellent execution of the independent variables. Potential consumers must feel inspired by or interested in the marketing campaign before they purchase. Their reaction directly affects the success of the campaign.
The persuasion matrix evaluates significant decisions such as the receiver’s comprehension of the ad, the channel of media that will increase engagement (Belch, 2024), the message expressed through the ad that utilizes ethos, pathos, and logos to establish trust with the audience, appeal to people’s emotions, and present logically supported statements to encourage receivers to support the brand behind the ad. The persuasion matrix involves reaching the target audience to attract valuable attention. Attention leads to sales. Brand loyalty is built over time by increasing the receiver’s trust in the brand’s credibility (Belch, 2024) and using logic to convince them to make a purchase. Knowing the needs of the target consumers is the basis of persuading them to take positive action for the business.
