Passive reception is through writing or visual appeals.
The more familiar people are with an issue, the less persuadable they are.
Active experience strengthens attitudes. When we act, we amplify the idea behind what we've done, especially when we feel responsible. Compared with attitudes formed passively, experience-based attitudes are more confident, more stable, and less vulnerable to attack.
That's why ads are so interactive now-a-day.
Two-step flow of communication-- The process by which media influence often occurs through opinion leaders, who in turn influence others.
Face-to-face interaction is generally more persuasive than the media.
Order of persuasiveness: live, videotaped, audiotaped, and written