Question

Imagine that you work for an advertising agency, and you've been tasked with developing an advertising campaign to increase sales of Bliss Soda. How would you develop an advertisement for this product that uses a central route of persuasion? How would you develop an ad using a peripheral route of persuasion?

Short answer

To promote Bliss Soda using central route persuasion, highlight key features and benefits like natural ingredients and unique flavor, supported by evidence. For peripheral route persuasion, utilise attractive elements, such as visuals and celebrity endorsement, aiming to associate positive feelings with the product rather than focusing on product details specifically.

Step-by-step solution

Develop an advertisement using the central route of persuasion

To use central route persuasion, focus on the merits of Bliss Soda. For instance, perhaps Bliss Soda is made with all-natural ingredients, has a unique and delicious flavour, or is lower in sugar compared to competitors. These are the qualities that you'd want to highlight in your ad. Use convincing language and evidence (like third-party certified seals) to demonstrate these qualities. The advertisement's format should be detailed and informative to allow the audience to make an informed decision.

Develop an advertisement using the peripheral route of persuasion

Peripheral route persuasion focuses more on superficial elements. For an ad like this, the focus isn't as much about the product itself, but instead the overall experience or feeling associated with the product. Here, use striking visuals, catchy music, or attach a popular celebrity to promote Bliss Soda. This route doesn't require much cognitive effort from the viewers. The goal is to create positive associations with the product through pleasing or eye-catching elements.

Identify the target audience and situation for each advertisement

Remember, different routes of persuasion may be more effective depending on the audience and situation. For the ad using central route persuasion, it would be best suited for a more critical and detail-oriented target market. The ad using peripheral route persuasion would be suitable for ones who are looking to associate a product with positive feelings or imagery rather than specific product details.

Key concepts

Central Route of Persuasion

The central route of persuasion is a method of influencing people that focuses on providing logical reasons and factual information to convince an audience. This approach relies on the actual substance of the message being communicated. The audience must be willing and able to process this information for the central route to be effective.
The central route works best when the details about a product or idea are carefully presented and substantiated by evidence. For example, if promoting Bliss Soda, an advertisement might highlight health benefits with scientific research or testimonials from health experts. These elements serve to bolster the argument and sway potential buyers who are looking for thorough and factual information.
In essence, the central route of persuasion caters to audiences who prefer to make decisions based on detailed aspects and rational assessment. Advertisements using this method often appeal to consumers who are analytical by nature. They demand a genuine, fact-based approach without any fluff or gimmicks. This route requires more effort from the audience but can result in more lasting attitude changes.

Peripheral Route of Persuasion

Unlike the central route, the peripheral route of persuasion capitalizes on emotions, superficial cues, and the audience's automatic responses. It targets individuals who may not have the time, interest, or ability to evaluate the detailed information about a product.
Peripheral route persuasion is all about the art of "selling a feeling." Advertisers might use vibrant colors, celebrities, catchy jingles, or humorous content in their campaigns to attract attention. These elements are not directly related to the product’s core attributes but can influence purchase behavior by creating a positive emotional reaction.
For Bliss Soda, an advertisement might feature a famous athlete enjoying the drink after a workout, suggestively tapping into themes of relaxation and refreshment. Despite not providing deep product information, this method can nonetheless be potent due to its ability to evoke desires or emotions. This approach is particularly effective with audiences who base their buying decisions on instincts or impressions rather than detailed evaluation.

Advertising Strategies

Successful advertising requires a thoughtful approach combining both routes of persuasion to cater to various audiences. Effective advertising strategies capitalize on understanding the target market and using the right tactic to reach them.
For the central route, strategies often involve in-depth content, emphasizing product facts and customer reviews. This method suits advertisements in magazines or websites where the audience expects detailed information.
For peripheral route strategies, the goal is to capture attention quickly with impactful and memorable visuals or slogans. Platforms like social media or television, where consumers rapidly scroll or switch channels, are ideal for this strategy. Eye-catching visuals or engaging stories around Bliss Soda may resonate more easily on these platforms because of this fast-paced environment.
Ultimately, the best strategy is one that aligns with the company's brand message and effectively speaks to the intended audience, leveraging the benefits of both persuasive routes.

Marketing Psychology

Marketing psychology delves into understanding how consumers think, feel, and act towards products and advertising. It examines the underlying processes that influence purchase behaviors and decision-making.
By tapping into psychological principles, marketers can craft messages that better engage their audience. For instance, the principle of social proof is often used in ads, showing popular consensus or endorsements to sway potential buyers. This could manifest in an ad for Bliss Soda by showing it as the choice of thousands of satisfied customers.
Another concept is the scarcity principle, which suggests that people are more attracted to products that appear to be limited in availability. Featuring slogans like "limited edition" or "only while supplies last" can create urgency and prompt quick decisions.
Ultimately, having a strong grasp on marketing psychology allows advertisers to design campaigns that not only communicate and persuade effectively but also resonate deeply with the target demographics. This influence can drive consumer behavior and foster long-term brand loyalty.