Source, Message and Channel Factors

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Persuasion Matrix

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Promotional Planning Elements

Promotional Planning 1
Receiver/ comprehension

2
Channel/ presentation

3
Message/ yielding

4
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?

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source Attributes and Receiver Processing Modes

Source Attribute Credibility

Process Internalization

Attractiveness

Identification

Power

Compliance

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Source Credibility
Knowledge

Source

Skill Expertise Trustworthy

Information

Unbiased
Objective

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Experts Lend Authority to an Appeal

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Endorsement by Both a Celebrity and an Expert

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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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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 celebritys behavior may pose a risk to the company

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Meaning Movement and the Endorsement Process

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Energy and Power - In the Athlete and in the Product

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Yao Ming is a Popular Endorser in China

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Modes of Celebrity Presentation

Endorsements

Identification

Testimonials

Celebrity
Representatives Placements

Dramatizations

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Undermining the Traditional Approach

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Source Power

Perceived control

Source Power

Perceived concern

Perceived scrutiny

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Recall and Presentation Order

Recall Beginning

Middle

End

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Buckleys Uses a Two-sided Message To Advertise Its Cough Syrup

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Message Appeal Options

Comparative Ads Fear Appeals Humor Appeals

May be especially
useful for new brands

May stress
physical danger or threats to health

They can attract

and hold attention

Often used for

brands with small market share

May identify social

threats: disapproval or rejection

They are often the

best remembered

They put the

consumer in a positive mood

Frequently use in
political advertising

May backfire if the

level of threat is too high

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Miller Lite Used Comparative Advertising To Take on Bud Light

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Fear Appeals and Message Acceptance

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Threat Plus Solution Gently Persuades

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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

Cons
Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility

May serve as a distracter, reducing counterarguing

Is not effective in bringing about sales

May wear out faster than non-humorous ads

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Clever Execution of Humor in a Print Ad

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Creative Directors Opinions Regarding Use of Humor Favorable Unfavorable

Research directors Less suited for direct mail and newspapers Corporate advertising Industrial products Goods and services of a sensitive nature

Creative personnel Radio and television Consumer nondurables

Business services Products related to

the humorous play

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Directors Opinions Regarding Use of Humor Audiences Favorable Audiences Unfavorable
Older Less educated Down-scale Females Semi- or Unskilled
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Younger Well educated Up-scale Males Professional

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

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Self versus External Paced Media

Self-Paced Media Newspapers Magazines Direct Mail vs.

Externally Paced Media Radio Television

Internet

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Image of a Magazine Can Enhance an Ad

2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin