Overview: Cialdini’s six (6) principles of persuasion in Chapter 7 discusses per

Overview: Cialdini’s six (6) principles of persuasion in Chapter 7 discusses persuasion in advertising and marketing communications. The basic premise behind the principles is concerned with how the marketer can use these principles to persuade the consumer to buy a product, try a product, talk about a product, etc.
Another part of marketing communications is tied to the communication process using the sender-receiver model. Consumers can find the communication steps in this model being used in just about all marketing promotions and this can evoke a cognitive or emotional response to the advertisement if it persuades the consumer or not.
Part 1: Target Market Segmentation
View a television or an online video advertisement for a product (cars, clothes, home improvement, travel, etc.) that you are generally interested in and address the following:
Explain the communication steps exhibited in the ad.
Do peripheral cues (p.146) draw your attention to the ad?
Is the ad relevant to you? Why or why not? Who do you think the target audience is?
What cognitive and/or emotional responses did you have to the ad that either persuaded you or not?
Part 2: Persuasion
View a video of Dr. Martin Luther King’s 1963 speech, “I Have a Dream” by searching on the Internet. Next, analyze the speech in terms of Cialdini’s six (6) principles of persuasion as practiced in the learning activity.
Explain how the speech persuades you based on the speaker’s adherence to Cialdini’s six principles of persuasion. Provide the direct quote(s) that personally persuade you.
Respond in 350–500 words in a Microsoft Word document, following APA format with additional title and reference pages.
Access the Assignment grading rubric located in the Course Resources area.
Your response should be a minimum of 350–500 words in the current APA format (see Academic Writer resources in the Academic Tools section). Submit your response to the Dropbox.
Reference
Andrews, C. J., & Shimp, T. A. (2018). Advertising, promotion, and other aspects of integrated marketing communications (10th ed.). Cengage.