This was written for CAS 840: Audience Analytics in the Michigan State University Strategic Communications MA program. #IDICModel #MarketingModels #Marketing #StrategicCommunication #MIchiganStateU #GradSchool

This was written for CAS 829: Evaluation Techniques in the Michigan State University Strategic Communications MA program. Introduction Pleasant piano arpeggios open a soothing marketing video. Lush landscapes abound. Cut to an executive type for this company—essential oil retailer doTERRA—who states simply that “having a completely pure essential oil was everything to us” (doTERRA, 2019, 0:14). What follows is a 4:29 video that taints many common persuasion tactics—complete w

(Re) pay It Forward: Reciprocation and Obligation in Advertising Introduction Cialdini (2014) states that individuals feel compelled to repay the subject of a positive action or of a favorable act. This sense of obligation stems from an inherent tendency one feels to balance the scales and to respond through an equal or an approximate gesture (Cialdini, 2014; Tiger & Fox, 1997). It is human nature to ponder future repayment of favors, gifts, invitations, and kind acts—an inst

In the Public, I: Consistency and Commitment in Written Statements Introduction Consistency and commitment are powerful principles in human psychology. Cialdini (2014) states that individuals share a desire to appear consistent because society views this virtue as valuable. Consistency pairs closely with commitment: in the pursuit to appear consistent, people often commit to behaviors that adhere fiercely to an action or to an opinion. Cialdini (2014) highlights the power of

ONCE UPON A TIME Once Upon a Time If leadership or marketing teams are pondering a messaging refresh, then they can create a work of art by drafting content and positioning around an emotional association. This concept, according to Legorburu and McColl (2014), is known as the “Organizing Idea” (OI) and it helps teams consolidate communication, experiences, strategy, and desired behaviors and connect the dots to branding and positioning. We, as strategic communicators, are th

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Short Cuts: Social Proof at the Barbershop Introduction Everybody knows that celebrity endorsements are effective—all of the psychologists agree. Seventy percent of consumers check product reviews before purchasing items, and eighty-eight percent of them trust these reviews enough to make a purchase (Hallen, 2014; Bernazzani, 2019). Placing logos o