Copyright © 2015 Pearson Education

Chapter 7 Learning Objectives

7.1 To understand the elements and persuasive
capabilities of communication, as well as the barriers to
effective communication.
7.2 To understand the distinctions between
broadcasting and narrowcasting.
7.3 To understand how to design persuasive messages
effectively.
7.4 To understand the effectiveness and limitations of
prominent advertising appeals.
7.5 To understand how to measure the effectiveness of
advertising messages.
Copyright © 2015 Pearson Education Slide 2 of 27
Humor and Fear Appeals

Humor Fear

Copyright © 2015 Pearson Education Slide 3 of 27

Learning Objective 7.1
7.1 To understand the elements and persuasive
capabilities of communication, as well as the barriers to
effective communication.

Copyright © 2015 Pearson Education Slide 4 of 27

Communications

• Impersonal vs.
interpersonal
• Formal vs. informal

Copyright © 2015 Pearson Education Slide 5 of 27

Communication Interference

• Selective exposure
• Time shift
• Psychological noise
• Overcoming psychological noise:
– Repetition
– Contrast
– Digital technologies
– Effective positioning and providing value

Copyright © 2015 Pearson Education Slide 6 of 27

Discussion Questions

• How have informal sources affected your

decision as a consumer?
• Which informal sources are the most
powerful? Why? When?

Copyright © 2015 Pearson Education Slide 7 of 27

Learning Objective 7.2
7.2 To understand the distinctions between
broadcasting and narrowcasting.

Copyright © 2015 Pearson Education Slide 8 of 27

Comparison

Traditional media New media

• Broadcast • Narrowcast
• One-way • Two-way
• Directed at groups • Addressable
• Not customized or • Customized
interactive • Interactive
• Less accurate feedback, • Response-measurable
delayed feedback

Copyright © 2015 Pearson Education Slide 9 of 27

Discussion Question

• How are cable operators making

advertisements more addressable?
• How do you feel consumers will react to
cable operators’ use of data to make ads
more targeted?

Copyright © 2015 Pearson Education Slide 10 of 27

Learning Objective 7.3
7.3 To understand how to design persuasive messages
effectively.

Copyright © 2015 Pearson Education Slide 11 of 27

Messages
• Verbal, nonverbal or both
• Steps for sponsor (individual or organization)
– Establish objectives
• Create awareness
• Promote sales
• Encourage/discourage practices
• Attract patronage
• Reduce dissonance
• Create goodwill/favorable image
– Select medium
– Design (encode) message
Copyright © 2015 Pearson Education Slide 12 of 27
Message Decisions

• Images and text

• Message framing
• One-sided vs. two-sided messages
• Order of presentation

Copyright © 2015 Pearson Education Slide 13 of 27

Images and Text

Copyright © 2015 Pearson Education Slide 14 of 27

Message Framing

Discussion Question:
When should a marketer use positive message
framing? Negative message framing?

Copyright © 2015 Pearson Education Slide 15 of 27

One- vs. Two-Sided Messages

Copyright © 2015 Pearson Education Slide 16 of 27

Order Effects

Discussion Question:
When should marketers rely on the primacy
effect? When should they rely on the recency
effect?

Copyright © 2015 Pearson Education Slide 17 of 27

Learning Objective 7.4
7.4 To understand the effectiveness and limitations of
prominent advertising appeals.

Copyright © 2015 Pearson Education Slide 18 of 27

Comparative Ads

• Sophistication
• Negativity
• Gender
• Promotion vs.
Prevention-focused
• Reasonable factual
evidence

Copyright © 2015 Pearson Education Slide 19 of 27

Fear Appeals

• When do they work?

• When are they unlikely
to work?

Copyright © 2015 Pearson Education Slide 20 of 27

Guidelines for Fear Appeals

1. Understand reaction 5. Determine whether

and previous rational or emotional
experiences fear appeal
2. Beware the 6. Repeat advertising
boomerang effect over the long term
3. Behavior change long 7. Accept that some
and complex process addicts may not
4. Study relationship respond
with action and 8. Consider alternatives
anxiety
Copyright © 2015 Pearson Education Slide 21 of 27
Humor Appeals

What are some key

findings related to the
effectiveness of humor
appeals?

Copyright © 2015 Pearson Education Slide 22 of 27

Sexual Appeals

Copyright © 2015 Pearson Education Slide 23 of 27

Timeliness Appeals

Copyright © 2015 Pearson Education Slide 24 of 27

Learning Objective 7.5
7.5 To understand how to measure the effectiveness of
advertising messages.

Copyright © 2015 Pearson Education Slide 25 of 27

Measuring Feedback

• Interpersonal communications  immediate

feedback

• How are sales effects different from

persuasion effects?
• How are persuasion effects different from
media exposure effects?

Copyright © 2015 Pearson Education Slide 26 of 27

 All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2015 Pearson Education

Copyright © 2015 Pearson Education Slide 27 of 27