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Radiah DiPiano
University of Phoenix
October 7, 2010
The internet has created a plethora of choices for consumers to shop within the privacy of
their own home. The world of e-tailing has many competitors, striving to make a sale each and
every time a consumer visits their website. In order to persuade the consumer to purchase a
product, a business must effectively communicate the message about their product to the
consumer. The primary purpose of a persuasive message is to have the receiver read or listen to
the entire message and then take the “requested” action at the end of the message. E-tailers must
be able to duplicate over the internet the same “shopping” experience a consumer would have if
the interaction were face-to-face. As consumers, we like to know what we're buying. In the brick-
and-mortar buying context, we can use all five senses when distinguishing between items and
The electronic retail market has rapidly emerged on the internet. Electronic retailing, also
called e-tailing, involves the selling of goods and services via the internet. E-tailing allows the
consumer to make purchases without any restrictions on time and distance. Understanding
which will hopefully persuade the consumer to make a purchase. Finding and retaining
customers is a major critical success factor for most business both online and offline (A
Managerial Perspective, 2008). There are many behaviors associated with consumers in the e-
tailing process. Three inherent behaviors discussed in A Managerial Perspective, within the E-
building, and customer service. E-tailers must be able to grab the consumer’s attention and keep
it long enough for them to make a purchase, while creating an enjoyable experience that will lead
For consumers, the Web can provide access to a wide range of products and services
with low cost, extensive and tailored information, at-home convenience for product
comparisons, and enhanced interactivity between the buyer and seller (Archer, 2002). The
consumer begins the decision-making process from the moment they “enter” the e-tailer’s
“showroom”. Easily accessible product choices and information will assist the consumer in
making a decision to purchase. Advertisements that are entertaining to the consumer’s eyes and
ears will help to keep the consumer focused on the product gearing them toward a conscious
purchase. The buying process initiates the seller-customer relationship. Selling online is not only
about attracting attention; it's also minimizing whatever blocks the consumer might encounter,
and a major obstacle is lack of information (Lindstrom, 2001). E-tailers must provide the
consumer “the full story” of their product while keeping the information and choices simple.
Too much information piled with too many choices will overload the consumer and more than
likely steer them away from you site creating a lost sale. In any retail environment, a positive
customer service experience produces customer loyalty and repeat purchases. E-tailers are
finding that getting paying customers to come back again and again through strong customer
service is as important to their growth as it is in the world of shopping malls and downtowns
Calling all ladies! Calling all ladies! Come participate in the deal of a lifetime! Shoes,
shoes, and more shoes at the prices you want to pay! Kreative Deals has opened their auction
table to the general public to sell overstocked items. For a limited time only, you can own all the
latest fashions in footwear for a fraction of the retail cost! Register today to receive your invite!
In order to participate in the auction, you must register your email to receive your log-in,
dates and times of the auction, buying restrictions, and acceptable forms of payment.
Sample Persuasive Message 4
The first portion is an audio advertisement that is played when you first pull up the
website, and repeats every 5 seconds. The background design consists of smiling animated
women carrying shopping bags. In the center of the page, there are 5 different pairs of shoes
currently being auctioned pictured in individual boxes in a single line. The running time of the
auctions and the current selling prices are displayed next to the pictures. The Rules for
Participation will be centered at the bottom of the page in bold letters to further motivate the
consumer to register for the auction and make a purchase. In each of the four corners of the page,
are blinking bubbles of text saying: Register! At the bottom of the page are links for testimonials
E-tailing is all about buying over the internet. Therefore, the first medium would be the
website used as a portal to gain entry into the auction. Kreative Deals is accustomed to business
to business selling and had to turn the focus of this advertisement to individual women. The
website is the initial contact between the company and the consumer. The audio clip that is
automatically played when visiting the website would be another medium used by Kreative
Deals. The audio message works both as an advertisement of the product and an invite to the
register for the sale. The last medium would be the pictures of the product and the prices being
displayed by real-time auctions. The pictures of the shoes gives the consumer a “real” example
of what Kreative Deals is offering and the prices show that “ownership” is just a bid away.
The audio clip played while you visit Kreative Deals website will be analyzed using the
communication process. The sender in the audio clip is the voice of an up-beat, young sounding
woman. The audio clip instantly starts when you access the web page and the message repeats
every 5 seconds, while the page is active. The purpose of the message is to inform the consumer
of a rare buying opportunity with Kreative Deals and persuade them to register and buy their
Sample Persuasive Message 5
product. The receiver would be anyone who is obviously interested in buying women’s shoes,
which is why they clicked on the website. The message is intended to drive home the purpose of
the advertisement. The message is conveyed through audio, the pictures, and the links displayed
on the web page. The technology used is the computer by the consumer and the audio clip played
by Kreative Deals. Noise is any type of interference that causes the message not to be received
the way it was intended by the sender. The receiver could experience noise if they do not have
speakers to here the audio clip or by having the volume turned off. The sender could have noise
with the audio clip if the website experiences technical difficulties that do not allow the audio to
The feedback would involve the consumer registering with Kreative Deals to participate
in the auction, which could possibly lead to a sale. Other forms of feedback can occur through e-
mail or phone, initiated by the consumer requesting additional information in reference to the
In conclusion, the internet has allowed the retail market the opportunity to reach potential
customers around the globe. There are many retail choices available through the internet and e-
tailers must understand consumers’ behaviors in order to find new customers and retain current
ones. E-tailers must stay innovative in their ideas of advertising and creating a “personal”
References
http://www.businessweek.com/technology/content/jul2005/tc2005076_1187.htm
http://www.clickz.com/clickz/column/1716054/e-tailings-critical-success-factors
https://ecampus.phoenix.edu/content/eBookLibrary2/content/TOC.aspx?
assetdataid=e497f0b5-a9f3-46b7-aeed-558d28f921d3&assetmetaid=0e9ce580-d3e7-
4c97-9958-4b2654e2e98a
Wang, F. Head, M. Archer, N. (2002) E-tailing: An Analysis of Web Impacts on the Retail
http://www.entrepreneur.com/tradejournals/article/87206221.html