| A | B |
|---|
| buffer | neutral statement on common ground |
| crisis management plan | operational procedures to deal with crisis |
| performance review | employee evaluation giving feedback on performance |
| whistle-blowing | employees reporting unethical or illegal behavior |
| AIDA model | message about attention, interest, desire, and action |
| benefits | advantages about a product's selling points |
| conversation marketing | companies initiate/facilitate messages in networked areas |
| emotional appeal | Persuasion using feelings/sympathies |
| demographics | age, gender, occupation, income, and education |
| logical appeal | Persuasion using reasoning and evidence |
| marketing messages | ushers buyers through the purchasing process |
| motivation | forces driving people to satisfy needs |
| persuasion | attempt to change audiencee |
| psychographics | audience characteristics |
| sales messages | buyers encouraged to make a purchase now |
| selling points | features of a product/service |
