Persuasive Speaking

1. Persuasive Speaking Professor Amanda Bradshaw January 31, 2017

2. Today’s Agenda • Vicky’s Event Proposal Presentation • Russell Stover’s Candies Discussion • Persuasive Speaking 101 • Pop Quiz 2 Answers & What To Know From The Book: Chapter 14 • Homework Assignment

3. In The World of Chocolate

4. Russell Stover’s Candies • Louis Ward > National Brand • Purchased Whitman’s in 1993 • Ranked 9 of 11, 1996 • “Stale,” “Artificial,” Consumer Reports Rating 2013 STUCK IN A BOX

5. Russell Stover’s Candies • “Stover is a company I do believe is dying. It’s going to be a slow death but a death nonetheless unless they change their marketing tactics. • They are still popular but I think only to a crowd who time and time goes back to them buying candy only because it’s who they have trusted for many years. • Stover was a very strong company years ago but as people who I have known who worked there as well say they are not keeping up with modern changes or tastes and losing market share each year.”

6. A Product for Nannies & Grannies • 2007 • RS fell 4% to 93 million and Whitman’s fell 12% to 41 million • Lindt skyrocketed 87%, Ghiradelli 244% (each with less than 5 million in sales in segment) • Information Resources Inc. • Increase sex appeal • Upscale flavors • Vanilla Bean • Crème Brulee • Digital Marketing

7. Online Presence • 1 Youtube video • 8 Facebook posts during December 2016 • America’s Most and Least Favorite Chocolates for Valentine’s Day 2013- NOTICEABLY ABSENT Let’s Take a Look at Dove!

8. SWOT Analysis

9. As American As Apple Pie (Deconstructed) • Casual conversations, shift to include technology • Appeal to 30 and under set • Millenials • Healthy dark chocolate alternatives • Two way dialogue to bridge the Generation Gap

10. The Chocolate of Tomorrow

11. Becoming Social ADVERGAME!

12. CREATIVITY + CHOCOLATE….TELL ME MORE! • Russell Stover’s App • Build Your Own Sampler Website

13. Cite in APA Style • Author, A. A., & Author, B. B. (Date of publication). Title of article. Title of Online Periodical, volume number(issue number if available). Retrieved from http://www.someaddress.com/full/url/ • KPMG. (2012, June). The chocolate of tomorrow. Retrieved from http://www.kpmg.com/UK/en/IssuesAndInsights/ArticlesPublications/Documents/PDF/ Market Sector/Retail_and_Consumer_Goods/chocolate-of-tomorrow.pdf

14. Persuasive Speaking 101

15. Why Did the Ice Bucket Challenge Work? Paid Media vs. Earned Media: How to Go Viral?

16. 6 Principles of Persuasion Ch. 14 1. Reciprocity- the mutual expectation for exchange of value or service 2. Scarcity- the perception of inadequate supply or a limited resource. 3. Authority- referencing experts and expertise 4. Commitment and consistency-Write it down. 5. Consensus- Testimonials, or first person reports on experience with a product or service. “Herd Mentality” 6. Liking-We tend to be attracted to people who communicate to us that they like us, and who make us feel good about ourselves.

17. Goal of a Persuasive Speech • Stimulate thought, convince, call to action, increase consideration, or develop tolerance of alternate perspectives • 5 Main Functions of Persuasive Presentation

18. Stimulate • Reinforce existing beliefs, intensify them, and bring them to the forefront. Technique: Present facts to intensify existing beliefs and bring to surface.

19. Convince • Change the attitudes, beliefs, values, or judgments of your audience.

20. Call To Action • You are stating that it’s not about stimulating interest to reinforce and accentuate beliefs, or convincing an audience of a viewpoint that you hold, but instead that you want to see your listeners change their behavior.

21. Match Definitions of Goals of Action ___ Discontinuance _____ Continuance ____ Adoption _____ Deterrence A. This call to action focuses on persuading the audience not to do something if they have not already started (Example: Smoking.) B. This call to action means the speaker wants to persuade the audience to take on a new way of thinking or adopt a new idea (Example: Voting for a new candidate.) C. This call to action involves the speaker persuading the audience to stop doing something they have been doing (Example: Drugs.) D. This call to action involves the speaker persuading the audience to keep doing what they have been doing (Example: Staying in School.)

22. Increase Consideration • You want to increase consideration on the part of the audience whose members either hold hostile views or perhaps are neutral and simply curious.

23. Develop Tolerance of Alternative Perspectives • By starting from common ground, and introducing a related idea, you are persuading your audience to consider an alternate perspective.

24. Why Do We Engage in Communication? • Gain Information • Understand Communication Contexts • Understand Our Identity • Meet Our Needs

25. Maslow’s Hierarchy of Needs 7. Aesthetic Need to Experience Beauty 6. Need to Know- Motivates us to Learn 5. Self Actualization= Full Potential 4. Need for self esteem 3. Need to be part of a family, group 2. Safety (Shelter) 1. Physiological

26. Social Penetration Theory

27. Persuasive Speech is NOT a Conflict • Each argument supported with logical points and appropriate sources • NOT Wikipedia • Be an ethical and trustworthy speaker. • Establish credibility by citing sources, using strategic arguments and practicing!

28. What is Emotional Resistance? • Emotional resistance involves getting tired, often to the point of rejection, of hearing messages that attempt to elicit an emotional response. 

29. Easy Structure • Get their attention • Identify the need • Satisfy the need • Present a vision or solution • Take action

30. Your Homework Due Thursday, 02/02 • Read Chapters 11-12 • Prepare Persuasive Speeches