Singapore Budget Airline - Tiger Airways

Singapore Budget Airline Tiger Airways

Introduction

The purpose of this literary productions re becharm absorbks to address the critical concepts of Persuasion and the Elaboration likeliness Model (ELM) for the selected product category, Tiger Airways. Chitty, Barker and Shimp (2005) defined that opinion does not limit itself to a single method, practice or technique, but rather a whole array of contrasting strategies and mainly can be viewed from 2 perspectives (50). Chitty and others (2005) elaborates by stating the two different perspectives: one being analyzing persuasion from the consumers blossom of view while another is accounted by the marketers point of view (50).

Conversely, Chitty and others (2005) defines ELM, an integrated model of persuasion, as a model of substitute possibilities by which persuasion in the consumers might occur (54). Firstly, ornateness is a consumers mental activity, which includes evaluation of messages and engaging in imagery, after receiving a marketing message (Chitty et al. 2005, 54). In addition, Chitty et al.



(2005, 54) defines by stating:

Elaboration likelihood represents the possibility that consumers will elaborate on a marketing communications message by thinking about and reacting to it, and comparing it with their pre-existing thoughts and beliefs regarding the product category, the advertised set and perhaps, competitive brand.

Elaboration likelihood is low when consumers view an advertizement that they have little or absolutely no gratify in due to low motivation, opportunity and ability (MOA) (Chitty et al. 2005, 54). In contrast, Chitty and others (2005) goes on by stating that elaboration likelihood is high when the consumers see the received messages that are either relate to them in a certain way or messages which they have relative participation in, causing increase in motivation, opportunity and ability (MOA) (54).

Chitty and others (2005) likewise states the elaboration likelihood levels directly...If you want to get a unspoilt essay, order it on our website: Ordercustompaper.com



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