Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
Próximo SlideShare
What to Upload to SlideShare
What to Upload to SlideShare
Cargando en…3
×
1 de 9

Persuasion Model

2

Compartir

Descargar para leer sin conexión

In Business communication, I have considered an Ad from Mahindra & Mahindra company i.e #LadkiHaathSeNikaalJayegi and explained all the Persuasion Model of Cialdini and Aristotle.

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Persuasion Model

  1. 1. BUSINESS COMMUNICATION Persuasion Model Guided by : Dr. Shradha Kabra Presented by: Anand Soni(20DM030)
  2. 2. INTRODUCTION • Mahindra & Mahindra. Ltd • Founded in 1945 • One of the largest Vehicle Manufacturer • World largest manufacturer of Tractors • Ranked 17th in Fortune 500 list in 2018 CEO: Anand Mahindra
  3. 3. NANHI KALI • Founded in 1996, helped around 4.5 lakhs girls by providing education & opening 3860 schools among 10 different states of India. • Ad campaign #LadkiHaathSeNikalJaayegi – 2018 • To change attitude towards a girl child
  4. 4. CIALDINI’S PERSUASION MODEL • No celebrity but Brand Trust • Future expectation • Commitment of father • A social message from a trusted company Social Proof Consistency AuthorityReciprocity
  5. 5. ARISTOTLE’S PERSUASION MODEL • Logic • Social Message Logos • Emotion • Father & Daughter Pathos • Credibility • Trustworthiness towards her daughter Ethos
  6. 6. IMPACT
  7. 7. 1) Increased Relevance for Mahindra 94.8% Brand interest and 8.4% brand Favorability for M&M 2) Reinvigorated interest for Nanhi Kali 3520% increase in new users to Nanhi Kali website 1572% lift in searches for key words related to Nanhi Kali 3) High Engagement and Likability of the campaign 47 million+ views 225,000+ likes, 3000 comments and 70,000+ shares on FB 4) Got consumers to ask for change 97% of conversation were positive on social media
  8. 8. REFERENCES • https://www.nanhikali.org/ • https://www.mahindra.com/ • http://www.socialsamosa.com/2018/08/mahindra-group-ladki-haath-se-nikal- jayegi/ • https://youtu.be/eDWAyOJsOig • Google Brand Lift Survey • SDIC social listening report • Facebook India Benchmarks
  9. 9. THANK YOU

×