Essays on Persuasion and the ELM, and the Evaluation for Advertising Effectiveness Coursework

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The paper "Persuasion and the ELM, and the Evaluation for Advertising Effectiveness" is a good example of marketing coursework.   The Elaboration likelihood model (ELM) of persuasion was initiated by Petty and Caciopo. This model is cognitive in nature and deals with the change of attitudes through persuasion. According to this model, there are two routes that lead to attitude change. In the peripheral route, persuasion is in the form of short term acceptance based on what is acceptable in society. The second route is known as the central route where the form of acceptance is long-lasting in nature.

Attitude at this route is achieved through a lot of reflection on the information that is received. This route leads to behavior change as well as a change in beliefs. Some of the assumptions made in this route include that the audience is motivated to process any information that is of relevance to them and also has the ability to process the received information. FedEx Corporation applies ELM and persuasion in the promotion of its products to the targeted audience. In addition, its success in the transport industry can largely be attributed to effective advertising. Persuasion is some form of influence or an act of guiding someone towards accepting an idea or an attitude.

In this context, persuasion is used to imply the act of persuading an individual or an organization to accept or use the services offered by the FedEx Corporation. It is about the presentation of ideas to change someone’ s’ beliefs or attitudes towards something. Persuasion through the peripheral route is achieved by social conformity. When a company brand is achieved by attractive quality and value on the services and products offered, then that can be considered to be the peripheral route.

For a long-term belief to be cultivated in clients, then the ads must be attractive and relevant to the targeted audience. They must also be simple to be clearly understood and based on actual facts to persuade the audience to buy the products being advertised. The main difference between the peripheral and the central routes is that one is about being convinced by the information presented while the other is being persuaded by social pressures.

The two routes require different thoughts while approaching them. The central route requires a more thoughtful persuasion while the peripheral route is considered to take a low thought persuasion. A thoughtful persuasion is more persistent and is resistant to change while the behavior that results from low-thought persuasion is predictive in nature. FedEx Express is the largest express transportation company in the world. It provides reliable delivery to the US and 220 more countries across the world. This company uses global air and ground network for speedy delivery to clients in various destinations.

Its world headquarters is in Memphis although there are other headquarters in Hong Kong, China, Canada, Latin America and Europe. FedEx was founded in 1971 where it was known as Federal Express Corporation. Its principal officer is David Bronczek who is also the CEO. FedEx Corp was formed in 1998 as it was originally known as the FDX Corp. the FedEx Corporation has many subsidiaries operating under the FedEx name. Some of these include FedEx Express, FedEx Ground, FedEx Freight, FedEx Office, FedEx Services, and FedEx Supply Chain Solutions.


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