The attempt to change someone's attitudes, beliefs, or actions

Analyze the situation, gather info, select medium, organize the message

Product benefits, common ground, product samples, promised savings, evocative images

Feelings, sympathies, needs

Characteristics such as age, gender, occupation, income, and education

Evaluate the content and design, proofread the message, select the delivery method

The next step, a sense of urgency, professionalism

Analogy, induction, deduction

Characteristics such as personality, attitudes, and lifestyle

Positive language, cultural differences, corporate cultures, your credibility

Build intrigue, support promises, highlight benefits

Frame the argument, balance logic and emotion, reinforce your position, anticipate objections

The combination of forces that drive people to satisfy their needs

Demographics, psychographics, motivation

Focus on audience, emphasize benefits, support claims

The most attractive features of an idea or product

The approach in which companies initiate and facilitate conversations on a networked community of customers, journalists, bloggers, and other interested parties

Requesting actions, motivating decisions, changing attitudes

The AIDA model is more ideal for the ______ approach

Requests for action, presentation of ideas, claims and adjustments