Transcript Integrated Marketing Communications 8e.

CHAPTER 9
Message Appeals
and Endorsers
© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Chapter Objectives
After reading this chapter you should be able to:
1. Appreciate the efforts advertisers undertake to
enhance the consumer’s motivation, opportunity, and
ability to process ad messages.
2. Describe the role of endorsers in advertising.
3. Explain the requirements for an effective endorser.
4. Appreciate the factors that enter into the endorserselection decision.
5. Discuss the role of Q Scores in selecting celebrity
endorsers.
6. Describe the role of humor in advertising.
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
9–2
Chapter Objectives (cont’d)
After reading this chapter you should be able to:
7. Explain the logic underlying the use of appeals to fear
in advertising.
8. Understand the nature of appeals to guilt in advertising.
9. Discuss the role of sex appeals, including the downside
of such usage.
10. Explain the meaning of subliminal messages and
symbolic embeds.
11. Appreciate the role of music in advertising.
12. Understand the function of comparative advertising and
the considerations that influence the use of this form of
advertising.
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
9–3
Why Only Generalizations About the
Creation of Advertising Messages
• Why advertising approaches are not effective
across all products, services, and situations:
 Buyer behavior is complex, dynamic, and variable
across situations
 Advertisements are themselves highly varied entities
 Advertising products differ greatly in terms of
technological sophistication and ability to involve
consumers
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
9–4
Enhancing Consumers’
Motivation, Opportunity, and Ability (MOA)
to Process Advertisements
Choice of
Influence Strategy
Consumer
Characteristics
(MOA Factors)
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Brand
Strength
9–5
Figure 9.1
Enhancing Consumers’ Motivation, Opportunity, and
Ability to Process Brand Information
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9–6
Figure 9.1
Enhancing Consumers’ Motivation, Opportunity, and
Ability to Process Brand Information (cont’d)
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9–7
Motivation to Attend to Messages
• Voluntary Attention
 Is engaged when consumers devote attention to an
advertisement or other marcom message that is
perceived as relevant to their current purchaserelated goals
• Involuntary Attention
 Occurs when attention is captured by the use of
attention-gaining techniques rather than by the
consumer’s inherent interest in the topic at hand.
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
9–8
Attracting Voluntary Attention
Appeals to Informational
and Hedonic Needs
Use of Novel Stimuli
How Marcom Messages
Attract Attention
Use of Intense or
Prominent Cues
Use of Motion
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9–9
Figure 9.2
An Appeal to
Informational
Needs
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9–10
Figure 9.3
Using Novelty to
Attract Attention
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9–11
Figure 9.4
Using Intensity to
Attract Attention
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9–12
Figure 9.5
Using Prominence
to Attract Attention
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9–13
Figure 9.6
Using Motion to
Attract Attention
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9–14
Motivation to Process Messages
• Enhance Consumer Processing Motivation By:
 Increasing the relevance of brand to consumers
 Increasing consumer curiosity about brand
• Relevance Methods
 Appealing to consumers’ fears
 Making dramatic presentations
 Posing rhetorical questions
• Curiosity Methods
 Using humor
 Presenting little information
 Creating suspense or surprise
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9–15
Figure 9.7
Using Suspense
to Enhance
Processing
Motivation
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9–16
Opportunity to Encode Information
• The Communicator’s Goal
 To provide consumers with opportunities to encode
information
• Promoting Proper Encoding By:
 Facilitating the repetition of brand information
 Reducing consumer processing time through the use
of pictures and distinct imagery to convey a message
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9–17
Figure 9.8
Using a Gestalt
to Reduce
Processing Time
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9–18
Ability to Encode Information
• The Communicator’s Goal
 To increase consumers ability to encode information
• Promoting Encoding Ability By:
 Using verbal framing to provide context for
consumers in accessing brand-based knowledge
structures
 Creating knowledge structures to facilitate exemplabased learning



Analogies
Demonstrations
Concretizations
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9–19
Figure 9.9
The Use of
Analogy to
Create a
Knowledge
Structure
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9–20
Consumer Learning and
Retrieval of Brand Information
• Concretizing
 Is the idea that it is easier for people
to remember and retrieve tangible
rather than abstract information
 Exemplar-based learning is
accomplished by using
concrete words and
examples
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9–21
Figure 9.10
Exemplar-Based
Learning with
Concretization
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9–22
The Role of Celebrity Endorsers
in Advertising
• Endorsements
 Celebrity endorsers
 Typical-person endorsers
• Endorser Effectiveness
 Credibility (internalization)

Consumer’s acceptance of the endorser’s position on an
issue as his or her own
 Attractiveness (identification)

Identifying with the endorser and adopting of the endorser’s
attitudes, behaviors, interests, or preferences
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9–23
Table 9.1
Top Endorsement Incomes of American Athletes, 2007
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9–24
Table 9.2
The Five Components in the TEARS Model
of Endorser Attributes
T = Trustworthiness
The property of being perceived as honest, believable,
dependable—as someone who can be trusted but not an
expert.
E = Expertise
The characteristic of having specific skills, knowledge, or
abilities with respect to the endorsed brand.
A = Physical attractiveness
The trait of being regarded as pleasant to look at in
terms of a particular group’s concept of attractiveness.
R = Respect
The quality of being admired or even esteemed due to
one’s personal qualities and accomplishments.
S = Similarity
The extent to which an endorser matches an audience in
terms of characteristics pertinent to the endorsement
relationship (age, gender, ethnicity, etc.).
(to the target audience)
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9–25
Endorser Selection Considerations:
The “No Tears” Approach
• Factors in Selecting Celebrity Endorsers:
1. Celebrity and Audience Matchup
2. Celebrity and Brand Matchup
3. Celebrity Credibility
4. Celebrity Attractiveness
5. Cost Considerations
6. Working Ease or Difficulty Factor
7. Saturation Factor
8. The Trouble Factor
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9–26
Endorser Selection Considerations:
The Role of Q Scores
• Performer Q (Quotient) Scores
 Based on representative panel responses to
questionnaire:

Have you heard of this person? (a measure of familiarity)

If so, do you rate him or her poor, fair, good, very good, or
one of your favorites? (a measure of popularity)
 Calculation of Q Score:

Percentage of panel rating performer as favorite
Percentage of panel familiar with performer
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
9–27
The Role of Humor in Advertising
• Use of Humor in Ads:
 Attracts attention to ads
 Can increase recall of ad’s message points
 Can elevate liking of ad and ad’s brand
 Does not harm comprehension of an ad
 Does not necessarily increase ad’s persuasion
 Does not enhance source credibility
 Is appropriate for established products which are
already viewed positively
 Has variable effects on different individuals,
audiences, and in different cultures
 Can be too distracting to receivers
© 2010 South-Western, a part of Cengage Learning. All rights reserved.
9–28
Figure 9.11
The Use of Humor in
Magazine Advertising
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9–29
Appeals to Consumer Fears
Fear-Appeal Logic
Stimulate audience
involvement with
a message
Social Disapproval
(Not using the
advertised brand)
Appropriate Intensity
of Threat Level
Consumers’ Motivation
to Avoid Negative
Consequences
Promote
acceptance of
message arguments
Physical Danger
(Engaging in
unsafe behavior)
Scarcity:
Psychological Reluctance
(Fear of losing out)
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9–30
Appeals to Consumer Guilt
• Guilt:
 Breaking rules
 Violating standards or beliefs
• Appeal:
 Feelings of guilt can be relieved by product
• Ineffective Guilt Ads
 If guilt appeal lacks credibility
 If ad is perceived as manipulative
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9–31
The Use of Sex in Advertising
• What Role Does Sex Play in Advertising?
 Initial attentional lure—the stopping power role of sex
 Enhance recall of message points
 Evoke emotional responses such as feelings of
arousal or lust.
 To elicit a positive reaction, sexual content must be
appropriately relevant to the subject matter.
• Potential Downside of Sex Appeals
 Interference with processing of message arguments
and reduction in message comprehension
 Demeaning to females and males
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9–32
Figure 9.12
An Appropriate
Use of Sex in
Advertising
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9–33
Subliminal Messages and Symbolic Embeds
• Subliminal Defined
 The presentation of stimuli at a speed or visual level
that is below the conscious threshold of awareness
• Forms of Subliminal Stimulation
 Visual stimulation using a tachistoscope
 Accelerated speech in auditory messages
 Embedding of hidden symbols
• Does Subliminal Advertising Work?
 A variety of practical problems prevent embedding
from being effective in a realistic marketing context
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9–34
The Functions of Music in Advertising
Communication
Functions of Music
Attracting
Attention
Promoting a
Positive Mood
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Increasing
Receptivity
of Message
Communicating
Meanings
9–35
The Role of Comparative Advertising
• Comparative Advertising
 Is the practice in which advertisers directly or
indirectly compare their products against competitive
offerings and claim superiority
 Varies in the direct explicitness of comparisons
 Is illegal in some countries
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9–36
Figure 9.13
Illustration of a
Direct Comparison
Advertisement
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9–37
Figure 9.14
Illustration of an
Indirect Comparison
Advertisement
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9–38
Is Comparative Advertising More Effective?
Enhances brand
name recall
Less believable
than noncomparative
advertising
Better recall of
message arguments
Effectiveness of
Comparative
Advertising
Generates more
purchases
Creates more favorable
attitudes for brand
Creates stronger
purchase intentions
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9–39
Considerations Dictating the Use
of Comparative Advertising
Situational
Factors
Issues in Deciding
to Use Comparative
Advertising
Distinctive
Advantages
The Credibility
Issue
Assessing
Effectiveness
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9–40