Contents Page

1) Lit 1
2) Analysis Of 6
3) Analysis Of 7 3.1. P 7 3.2 Analysis 8
4) S 9
5) Conclusion 10
6) References 12

Introduction
OSIM international limited is the global leader in branded healthy lifestyle product with 1,100 outlets across 360 cities. Listed in the Singapore stock exchange and originally founded by Ron Sim in 1980 in Singapore, it has over 30 years of experience and uncompromising dedication in developing innovative and reliable healthy lifestyle products (OSIM Ltd., 2010). The motto of OSIM which proudly rules the company has been “Inspiring Life”. For report purposes, OSIM’s will be researched and evaluated upon below.

Persuasion
In definition, persuasion from an organization is a conscious effort to influence by appealing to a consumers’ reason. At the base of marketing communications, persuasion serves to advise consumers on the benefits of a product and ultimately lead to acceptance of an attitude, belief or behaviour. A suitable approach in persuasion may be to adopt the consumer processing model (CPM) for appealing to intellectual consumers or the hedonic, experiential model (HEM) for those in pursuit of sensory stimulation or fantasies.
Elaborating on the persuasion process, it comprises of four fundamental factors. Aspects of persuasion that are controlled by the marketer consist of peripheral cues and message arguments while characteristics of the person being persuaded are the receiver’s involvement and initial position.
Relating to a study by Lakhani (2005) persuasion is considered as "the art of getting what you want," whereas Perloff (2003) defines persuasion as "a symbolic process. This happens when communicators attempt convincing others to change their attitudes or behaviours regarding an issue through the transmission of a message in an atmosphere of free choice”.
Elaboration Likelihood Model
Moving on, the Elaboration Likelihood Model (ELM) theory by Petty and Cacioppo (1981) aids in the understanding of how attitudes are created and changed. Here the model indicates that people are the processors of information. Source of message or type of recipient are factors that influence and determine a person's motivation and ability to process and analyse the information. In ELM, there exists two routes of persuasion: the central route and peripheral route.
It has been stated in a study by Bhattacherjee and Sanford (2006) that with respect to the central route, issue-relevant messages are investigated while the peripheral route processes cues. Research also showed that attitude changed via the central route has a greater tendency for stability and is more predictable. This due to the fact that change is based on evaluative and factual judgements. Not forgetting, a recipient requires the ability and high involvement with the subject matter to be motivated and be able to process the information, i.e. purchase of a car.
With regards to a peripheral route, an individual contemplates on the message based on external cues due to a lack of motivation or ability to process the information or message presented. Acceptance of the information may arise from cues such as celebrity endorsements or an expert source. Here in a peripheral route, usually the recipient's involvement with subject matter is low, i.e. purchase of a body soap.
Segmentation Profile of Target Market Customers
Osim generally targets the older generation as seen by this commercials mqcb2090

Segmentation profile of target market customers
Demographics : age, gender, income, occupation, education, ethnic group * Values and lifestyle, activities, interests, opinions,

* Which type of persuasion is most important * Why is it important

How OSIM manages its marketing communications messages
Which Variables should OSIM choose to measure to determine the advantages and limitations of its persuasion strategies? How can the variables be measured?

References
Bhattacherjee, A., and C. Sanford. 2006. Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly 30 (4): 805–825.
Lakhani, D. (2005), Persuasion: The Art of Getting What You Want, Hoboken: John Wiley «fe Sons
Perloff, R.M. (2003), The Dynamics of Persuasion: Communication and Attitudes in the 21st Century, second edition, Mahwah: Lawrence Erlbaum.
Petty, Richard E. "Increasing The Effectiveness Of Communications To Consumers: Recommendations Based On Elaboration Likelihood And Attitude Certainty Perspectives." Journal of Public Policy & Marketing: 39-52.