FACULTY OF COMMUNICATION

STATEGIC COMMUNICATION
PROGRAM

COURSE 11
Persuasion in Product Campaign
MSC 3005 – Effective Persuasive Communication

LECTURER TEAM

MSC 3005 - Effective Persuasive Communication - Course 11

Course learning outcomes
 Students are able to design and implement
persuasive communication in product
campaign.

Sub-topics
 Product campaign planning stages
 Positioning
 Hierarchy of effects
DEFINITION OF CAMPAIGN
Roger and Storey (1987), defines a campaign as: "A series of planned
communication actions with the aim of creating certain effects on a
large number of audiences that are carried out continuously at a
certain time."
Every campaign activity must contain these 4 things:
◦ Campaign actions aimed at creating a particular effect or impact.
◦ Large number of target audiences.
◦ Usually centered on a certain period.
◦ Through a series of organized communication actions.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

PURPOSES OF CAMPAIGN
Changes in knowledge
◦ Raise awareness; changing beliefs; giving information;
draw attention.

Change in attitude
◦ Generating sympathy, liking, concern or
partisanship of the audience on campaign issues.

Concrete and measurable changes in

audience behavior
◦ There are certain actions taken by the campaign
target, one time or continuously.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

 CAMPAIGN AND PERSUASION
• Pfau & Parrot (1993): “Campaign are inherently persuasive communication
activities.”
• 4 aspects of persuasive campaigns that individual persuasive actions lack:
• Campaigns systematically seek to create a certain "place" in the minds of audiences
about the product, candidate or idea being offered.
• Campaigns take place in various stages, starting from attracting the attention of the
audience, preparing the audience for action, and finally inviting them to take concrete
action.
• Campaigns also dramatize the ideas conveyed to the audience and invites them to be
involved, both symbolically and practically, in order to achieve the campaign's
objectives.
• Campaigns also clearly use the power of the mass media to raise awareness to change
audience behavior.

MSC 3005 - Effective Persuasive Communication - Course 11

 THE DIFFERENCE BETWEEN CAMPAIGN AND
PROPAGANDA
(VENUS, 2004)

DIFFERENTIAL CAMPAIGN PROPAGANDA

ASPECTS
Time Bound and time-limited Tends to be vague

Nature of ideas Open and debated by the public Closed and considered absolutely
correct
Objective Firm, specific and varied Common and shown to change belief
systems
Message Receiving Mode Willingness / persuasion Not emphasizing willingness and
involving coercion
Action Mode Regulated by code of conduct/ethics No ethical rules

Nature of Interest Consider the interests of both parties Unilateral interests

MSC 3005 - Effective Persuasive Communication - Course 11

  There are two tendencies in using media
campaigns:
 First are those who apply a one-way campaign
strategy (uni-directional campaign). In this case the
TENDENCIES act of influencing the audience is done indirectly.
IN MEDIA USE Here the actors fully control the mass media. This
strategy is called a media-oriented campaign.
 The second group implemented a bi-directional
campaign. Campaign organizers in this context are
aware of the limitations of the mass media in
influencing the target audience. Therefore, the use
of group and interpersonal communication
channels is very important to optimize the
messages conveyed through the mass media. This
strategy is also called an audience-oriented
campaign.

MSC 3005 - Effective Persuasive Communication - Course 11

CAMPAIGN TYPES

• Charles U Larson (1992) 3 types of campaigns:

• Product-oriented campaigns
• Candidate-oriented campaigns
• Ideologically / cause-oriented campaigns

MSC 3005 - Effective Persuasive Communication - Course 11

 Product-Oriented Campaigns

 Product-oriented campaigns generally

take place in a business environment.
 The motivation is to obtain financial gain.
 The method taken is to introduce the
product and multiply sales so that the
expected profit is obtained.
 Example: Aqua mineral water campaign,
Samsung Galaxy S22 campaign, Scarlett
skincare campaign, etc.

MSC 3005 - Effective Persuasive Communication - Course 11

Stages of Campaign Planning
1. Problem Analysis
2. Objectives setting
3. Target identification and segmentation
4. Define the message
5. Strategy and tactics
6. Allocation of time and resources
7. Evaluation method

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

1. Problem Analysis
Analysis can be done by situation analysis or SWOT or other
methods.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

 Situation Analysis
Product Analysis
• Latar belakang produk
• Product description
• Product distribution
• Product packaging
MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11
Consumer Analysis Competitor analysis
• Geographic, • Direct competitor
demographic, • Indirect competitors
psychographic
• Opinions on the
product: quality, price,
packaging, advertising
and other promotional
activities, after sales
service, etc.
• Product usage patterns
SWOT Analysis

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

Positioning Models
The positioning model arises because it is felt necessary
to anticipate intense competition between similar
products. Positioning is found from an analysis of the way
of thinking of consumers who remember products based
on the "value" / superiority of a product compared to
other products (in terms of levels and attributes).
Positioning is an effort to arrange the product so that it
can occupy a clear and special place/position compared
to competing products in the minds of consumers.
These differences/advantages are then formulated in one
sentence which implies the "special position" of the
product (which is called a positioning statement) to then
be communicated to the audience.
The positioning statement is closely related to the
communication strategy. The positioning statement must
be able to represent the image that will be instilled in the
minds of consumers.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

Positioning Models
Positioning based on product characteristics
◦ This way of positioning emphasizes the specific characteristics of a product or the
differences between a product and its competitors. Differences can be seen
physically (from the product) such as better performance, more attractive
shapes/models, better service, etc.

Positioning based on product benefits

◦ This way of positioning emphasizes the benefits or advantages that consumers get.
Benefits or advantages can be economical (inexpensive, thrifty), physical (durable),
etc.

Positioning based on usage

◦ Positioning that is highlighted in this way is to associate the brand with the use or
use of the product. For example: Bodrex for headaches.

Positioning based on product class/category

◦ This positioning method provides an overview or association about a class or
category or type of a product. For example: Extra Joss energy drink.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

Positioning Models
Positioning based on competitors
◦ The position highlighted in this approach is that a product is
associated or linked to a competitor's product. For example, the
campaign theme launched by car rental company AVIS in its efforts to
compete with Hertz companies is 'we are number two, we try harder'.

Positioning based on the user / user

◦ This positioning method associates a product brand with its
users/users. For example: L-men for men

Positioning based on lifestyle/personality associations

◦ The association of a brand with a lifestyle can be inspired by the
association of customers of that brand with similar personality and
lifestyle characteristics.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

 2. OBJECTIVES SETTING
• Product campaign objectives are set based on a
predetermined situation analysis.
• Prioritized SWOT findings are used to set goals.
• A good Product Campaign objective if it meets
the SMART criteria:
• Specific
• Measurable
• Achievable
• Realistic
• Time-Bound
• Product campaign objectives:
• Communication goals focus on cognitive and
attitudinal.
• Marketing goals focus on behavior.

MSC 3005 - Effective Persuasive Communication - Course 11

 EFFECT HIERARCHY MODEL

• The effect hierarchy model is a • Another model is the

description of a series of Think/Feel/Do model
• Think (Problem recognition, info
response stages or effects that search, evaluation)
are expected to occur in the • Feel (Attitude, liking, preference,
target message. conviction, satisfaction)
• Do (Try, buy, repurchase)
• One common form is AIDA
• Attention (draw attention)
• Interest (arouse interest)
• Desire (arouse desire)
• Action (drive action) •Problem Feel •Try
recognition •Buy
•Info search •Attitude
•Repurchase
•Evaluation •Liking
•Preference
Action •Conviction

Think Do
Desire •Satisfaction

Interest
Attention

MSC 3005 - Effective Persuasive Communication - Course 11

 EFFECT HIERARCHY MODEL
• One of the newest models
that accommodates the
social media era is AISAS.
• This model was proposed by
Dentsu World Agency in 2005.
• AISAS is very relevant for
product/brand campaigns
that use digital marketing
methods, especially on social
media.

Sumber Gambar: Khairil (2019)

MSC 3005 - Effective Persuasive Communication - Course 11

3. Target identification and segmentation

 Segmenting: grouping customers or targets according to

similar characteristics, needs, wants, or interests.
 Targeting: analyze, evaluate, and prioritize the most
profitable market segments to pursue.

MSC 3005 - Effective Persuasive Communication - Course 11

4. STRATEGY,TACTIC, AND CAMPAIGN MESSAGE

 Strategy is what message to convey, tactics are how to convey the

message.
 3 steps to prepare a campaign message strategy:
 Determine what goals to achieve.
 Cognitive: awareness, education, explanation, product knowledge.
 Attitude: strengthening the image or personality of the brand, making the
brand likeable, etc.
 Behavior: increase purchases, repurchases, or trials.

 Gaining insight from customers, comes from understanding the target.

 Define message.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

COMMUNICATION TACTICS

Interpersonal Organizational Advertising & New Media

• Open house • Newsletter Promotional • Social media post
• Test drive • Bulletin • Magazine advertising • Blog
• Free trial • Brochure • Newspaper • Website
• Product exhibition • Flyer advertising • Audio visual
• Demonstration • Booklet • TV commercials channels
• Door-to-door • Audio visual media • Radio commercials

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

 Stages of Campaign
Planning
1. Problem analysis
• Using PEST (Political Economic, Social, and
Technology) or SWOT (Strength, Weakness,
Opportunity, Threat) or other analytical methods.

2. Objectives setting
• Objectives can be formulated in a SMART (Specific,
Measurable, Attainable, Realistic, Tangible).

3. Target identification and segmentation

• Determine who is the target of the campaign by
considering: geographic, demographic, behavioral and
psychographic factors.

MSC 3005 - Effective Persuasive Communication - Course 11

Stages of Campaign Planning
4. Define the message
• Campaign messages are determined by the objective of the
campaign
• Stages of composing the message:
• Defines a theme
• Take the perceptions that exist in society regarding the issue or
product being campaigned
• Look for loopholes to enter and change people's perceptions
• Identify the elements of persuasion
• Test the message

5. Strategy and tactics

• Strategy is the overall approach to the campaign, which is
stated more concretely in the form of tactics. Strategy
must always be linked to objectives. Tactics must always
relate to strategy.
MSC 3005 - Effective Persuasive Communication - Course 11
Stages of Campaign Planning
6. Allocation of time and resources
• Setting campaign timing, human resources, budget, etc.

7. Evaluation method
• Determine what evaluation method will be used to assess the success of the campaign.

MSC 3005 - Effective Persuasive Communication - Course 11

GROUP ASSIGNMENT (PRESENTATION AND REVIEW)

 For all groups:

 For presentation and reviewer groups:
 The product campaign case is in UMN e-learning.
 Presentation groups and reviewer are determined by lottery on
 Each group makes a campaign plan for the product. the day of the presentation. The group that has presented and
 Campaign planning must include: reviewed will not be selected again at the next meeting.
 SWOT and situation analysis  Presentation in 15 minutes, followed by 10 minutes review by
the reviewer group, and then 10 minutes for the presentation
 Target audience group to respond.
 Campaign objective
 The review contains:
 Campaign strategy and tactics
 Questions
 Campaign time schedule
 Criticism and opinion
 Any addition to make your campaign planning uique
 Suggestions
 Campaign plans can be arranged in the most creative way
possible.
 Submitted into e-learning by all group members.

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11

 BUKU, SUMBER INFORMASI, & REFERENSI

•Perloff, R. M. (2017). The Dynamics of Persuasion : Communication and Attitudes In The 21st
Century . New York: Routledge Taylor & Francis.
•Larson, Charles U. (2012). Persuasion Reception and Responsibility 13th ed. California:
•Griffin, EM. (2015). A First Look At Communication Theory Seventh Edition, Mc Graw Hill, New
York
•West & Turner (2019). Introducing Communication Theory : Analysis and Application, ed, Mc
Graw Hill, New York
•Schiffman, G. Leon & Joseph Wisenblit (2015). Consumer Behavior –Eleventh Edition. Boston :
Pearson Education
•Duncan, Tom. 2008. Principles of Advertising & IMC, Second Edition, Mc Graw Hill International
Edition, New York
•Venus, A. (2019). Manajemen Kampanye: Panduan Teoretis dan Praktis Dalam Mengefektifkan
Kampanye Komunikasi Publik. Bandung: Simbiosa Rekatama Media

MSC 3005 - EFFECTIVE PERSUASIVE COMMUNICATION - COURSE 11