Table 3 Communication goals and techniques
Generating revenue | ||||
|---|---|---|---|---|
Positioning of advertising | Increasing attractiveness & trustworthiness | |||
Positioning as expert | Generating commitment | Similarity | Familiarity | Sympathy |
Sharing expert information | Activation by an asking a question | Representing socially accepted attitude | Creating intimacy by retelling experiences in the form of diary entries | Presenting positive support through motivating statements |
Showcasing personal experience | Activation through self-promotion | Answering a self-asked question | Conveying closeness through personal address | Thanks and approval by direct response to comments |