Source, Message and Channel Factors

Transcription

1 Source, Message and Channel Factors The Persuasion Matrix 1

2 Promotional Planning Elements Promotional Planning Receiver/ comprehension Channel/ presentation Message/ yielding Source/ attention Can the receiver comprehend the ad? Which media will increase presentation? What type of message will create favorable attitudes? Who will be effective in getting consumers attention? Source Attributes and Receiver Processing Modes Source Attribute Credibility Process Internalization Attractiveness Identification Power Compliance 2

3 Source Credibility Knowledge Source Skill Expertise Trustworthy Information Unbiased Objective Experts Lend Authority to an Appeal 3

4 Endorsement by Both a Celebrity and an Expert Source Attractiveness Similarity Familiarity Likeability Resemblance between the source and recipient of the message Knowledge of the source through repeated or prolonged exposure Affection for the source resulting from physical appearance, behavior, or other personal traits 4

5 Test Your Knowledge The use of celebrities in commercials is generally based on the source characteristics of and represents an attempt to induce persuasion through the process. A) expertise; yielding B) expertise; identification C) power; identification D) attractiveness; identification E) attractiveness; internalization Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity s behavior may pose a risk to the company 5

6 Meaning Movement and the Endorsement Process Energy and Power - In the Athlete and in the Product 6

7 Yao Ming is a Popular Endorser in China Modes of Celebrity Presentation Endorsements Identification Testimonials Celebrity Representatives Placements Dramatizations 7

8 Undermining the Traditional Approach Source Power Perceived control Source Power Perceived concern Perceived scrutiny 8

9 Recall and Presentation Order Recall Beginning Middle End Buckley s Uses a Two-sided Message To Advertise Its Cough Syrup 9

10 Test Your Knowledge The campaign centered around the theme, Pork, the Other White Meat is designed to show consumers that pork is not all fat as some people think. These ads trying to convince consumers pork is as lean as chicken use: A) conclusion drawing B) a fear appeal C) a refutational appeal D) a humorous appeal E) an affective conclusion Message Appeal Choices Appeal mostly to the logical, rational minds of consumers Appeal mostly to the feelings and emotions of consumers Appeal to both the logical, rational minds of consumers and to their feelings and emotions 10

11 Message Appeal Options Comparative Ads Fear Appeals Humor Appeals May be especially useful for new brands Often used for brands with small market share Frequently use in in political advertising May stress physical danger or threats to to health May identify social threats: disapproval or rejection May backfire if if the level of threat is is too high They can attract and hold attention They are often the best remembered They put the consumer in in a positive mood Miller Lite Used Comparative Advertising To Take on Bud Light 11

12 Fear Appeals and Message Acceptance Threat Plus Solution Gently Persuades 12

13 Pros and Cons of Using Humor Pros Aids attention and awareness May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counterarguing Cons Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales May wear out faster than non-humorous ads Clever Execution of Humor in a Print Ad 13

14 Creative Directors Opinions Regarding Use of Humor Favorable Creative personnel Radio and television Consumer non- durables Business services Products related to the humorous play Unfavorable Research directors Less suited for direct mail and newspapers Corporate advertising Industrial products Goods and services of a sensitive nature Creative Directors Opinions Regarding Use of Humor Audiences Favorable Younger Well educated Up-scale Males Professional Audiences Unfavorable Older Less educated Down-scale Females Semi- or Unskilled 14

15 Test Your Knowledge An ad for Snorestop Extinguisher, a nose spray for eliminating snoring has the headline, Wife shoots husband and rests in peace. This ad uses to attract attention and convey a key selling point. A) a two-sided message approach B) a humor appeal C) comparative advertising D) a refutational appeal E) a primacy appeal Self versus External Paced Media Self-Paced Media Externally Paced Media Newspapers Magazines Direct Mail Internet vs. Radio Television 15

16 The Image of a Magazine Can Enhance an Ad 16