CASE 8: Analyzing the Persuasiveness of a Website
Printed Page 191
CASE 8: Analyzing the Persuasiveness of a Website
Source: PETA, 2013: www.peta.org/about/faq/Why-does-PETA-use-controversial-tactics.aspx. Web image and text, courtesy of People for the Ethical Treatment of Animals, www.peta.org.
You are interning in the communications department of an animal-rights organization, and your supervisor has asked you to put together a survey to gauge public reactions to its marketing message. Before you can draft a questionnaire to assess how well the persuasion strategies are working, you must analyze the organization’s website to determine the ways in which it employs persuasion. Get started here.