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Analyzing Persuasive Messages

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Persuasive Messages

COMM/470

Persuasive Messages The growth of e-commerce (EC) has changed the way we communicate and the way the world works. Online retailing – e-tailing – is one such EC derivative that has seen tremendous growth as increasing numbers of consumers migrate to the internet to do their shopping. E-tailing presents unique challenges and opportunities for sellers as they vie for consumer dollars in an increasingly competitive marketplace. Among these challenges is the need to effectively and persuasively communicate with consumers to induce desired behavior. Here, we examine three communication behaviors inherent in e-tailing, explain how each enables e-commerce, and analyze each using the communications process. Finally, we will develop a sample persuasive message.
E-tailing Behaviors It is critical for any business – e-tailer or otherwise – to attract new customers, induce the purchase, and encourage repeat business. It is within this framework that we discuss the following e-tailing behaviors. E-tailers have a variety of strategies to attract prospective customers. Among them is internet advertising. Forms of internet advertising include featured link status on web search results pages, paying the search host, such as Google, for each click their link receives. Other forms include pop-up ads, banner ads, interstitials, and email marketing (Turban et al, 2008). In each case, the sender’s (e-tailer) purpose is to drive traffic to their website using the internet as the technology mediating the message. These different mediums have their own pros and cons, and a business must decide how to incorporate them into their marketing mix. For example, a link for your company that appears on a web search results page is more targeted than an interstitial pop-up ad triggered during general web browsing, but the

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