Persuasive Marketing

BHO6505 Marketing Management:

Assignment 3 – Article Review/Presentation

Advertising: Strongly Persuasive or Nudging?

Barnard & Ehrenberg (1997)

By:

TABLE OF CONTENTS

Title Page 1

Table of contents 2

executive Summary 3

introduction 4

Strongly persuasive or nudging? 5

Implications for Marketers 6

conclusion 7

references 8

Executive Summary

Persuasive advertising is increasingly important in today's competitive business world. This essay will discuss how loyal customers and switchers may influence by persuasive advertising.

By analyzing the work by Barnard and Ehrenberg, Advertising: Strongly Persuasive or Nudging? (1997), and comparing it with relevant theory by Kotler et al (2009) this report will identify the key marketing concepts within these academic papers.

By fully understating these works this report will delve into the theory and real world information in order to identify the implications for marketing practitioners.

Finally this report will identify whether the theory develop by Kotler et al (2009) is still relevant in today’s highly competitive globalised business environment.

Strongly Persuasive Advertising

The role of advertising according to Kotler (2008) “is to inform, persuade or reinforce consumers to continue purchasing a brand”. Kotler sees that the aim of reinforcing advertisements is to persuade present customers to return. For example, discount vouchers encourage present customers to return and repeat the purchases with a given retailer.

According to Kotler loyalty is defined as: “A deeply held commitment to repurchase or repertories a preferred service or product in the future despite situational influences and marketing efforts having the potential to cause switching behavior. (Kotler 2009)

Strongly persuasive advertising is directed to the...