OnLine Bookstore

1
On-Line Bookstore

• Message strategy presentation
• By Albert Greene

2
Brief Overview

• Want to focus on having college students use
  Online bookstores to purchase their school books
• Main audience is students whose majors require
  more books (business, science, etc.)
• Goal is to have students use these online book
  stores and help them save money

3
1st Strategy(Mailed advertisements)

• Will be mailed to each students house
• Mailing will occur prior to the start of school
  (Possibly 3 weeks)
• Not too much info, but enough to get them
  thinking about it

4
Audience Influence

• Since audience is college students, wanted to get
  the message to them before they got to school and
  started to do other things
• Wanted parents to also see the message so they
  could play a part

5
Theory stressed

• Rational Model
• 1. Belief what we think is true or false, the
  facts
• a. Valence - how information influences our
  beliefs
• b. Weight - how important we think the
  information is
• 2. Attitude what we favor or oppose, like or
  dislike
• a. Centrality - how connected to other important
  attitudes, values beliefs
• b. Intensity - how strongly felt is the attitude
• 3. Values what we think is good or bad, right
  or wrong - ideals
• 4. Motives what we think are our interests,
  potential benefits for self and others
•