Transcript 11 - Cengage Learning

Chapter Eleven
Selecting Message
Appeals and Picking
Endorsers
 2007 Thomson South-Western
Chapter Eleven Objectives
• Appreciate the efforts undertaken by advertisers
to enhance the consumer’s motivation,
opportunity, and ability to process ad messages.
• Describe the role of endorsers in advertising.
• Explain the requirements for an effective
endorser.
• Appreciate the factors that enter into the
endorser-selection decision.
2
Chapter Eleven Objectives
• Discuss the role of Q-ratings in selecting
celebrity endorsers.
• Describe the role of humor in advertising.
• Explain the logic underlying the use of appeals
to fear in advertising
• Understand the nature of appeals to guilt in
advertising
• Discuss the role of sex appeals, including the
downside of such usage
3
Chapter Eleven Objectives
• Explain the meaning of subliminal messages
and symbolic embeds.
• Appreciate the role of music in advertising.
• Understand the function of comparative
advertising and the considerations that
influence the use of this form of advertising.
4
Enhancing Processing Motivation,
Opportunity, and Ability
Opportunity
Motivation
Ability
5
Enhancing Processing Motivation
Attend to the message
•Appeal to hedonic needs
•Using novel stimuli
•Use intense cues
•Use motion
Process brand info
•Increased relevance
of brand
•Increased curiosity
about brand
6
Motivation to Attend to Messages
Voluntary Attention: is
engaged when consumers
devote attention to an
Involuntary Attention:
advertisement or other
occurs when attention is
marcom message that is
captured by the use of
perceived as relevant to
attention-gaining
their current purchasetechniques rather than the
related goals.
consumer’s inherent
interest in the topic at
hand.
7
Appeals to Informational and
Hedonic Needs
• Informational Needs- Consumers are
attracted to stimuli that supplies relevant
facts and figures.
• Hedonic Needs- Consumers attend to
messages that make them feel good and
serve their pleasure needs like messages
associated with good times, enjoyment,
and things we value in life.
8
Use of Novel Stimuli, Intense or
Prominent Clues, and Motion
Novel messages are unusual, distinctive,
or unpredictable.
Intense or prominent clues increase the
probability of attracting attention.
Motion attracts attention and is obviously
used in TV commercials, but artistic and
photographic techniques can be used to
give the semblance of movement in print
ads.
9
Motivation to Process Messages
• To enhance consumers’ motivation about a
brand, marketing communicators can:
 Enhance the relevance of the brand
• Using rhetorical questions, fear appeals, and
dramatic presentations.
 Enhance curiosity about the brand
• Using humor, presenting little information in the
message, or opening a message with suspense or a
surprise.
10
Enhance consumer’s
OPPORTUNITY to:
• encode information: the secret is repetition
• reduce processing time: using pictures
and distinct imagery to convey a message
11
Enhance consumers’ ABILITY to:
• access knowledge structures: provide a
context for text or pictures with verbal
framing.
• create knowledge structures: facilitate
exemplar-based learning
12
Concretizations
• Based on the straightforward idea that it is
easier for people to remember and retrieve
tangible rather than abstract information.
13
Celebrity Endorsers
• Advertisers are willing to pay huge
salaries to celebrities who are liked and
respected by target audiences and who
will favorably influence consumers’
attitudes and behavior toward the
endorsed products
14
Typical-Person Endorsers
• Show regular people using or endorsing
products
• Avoid the backlash from using “beautiful
people” who may be resented
• Real personal experience of the benefits of
the particular brand possess a degree of
credibility
• Effective using multiple people rather than a
single individual
15
The Five Components in the
TEARS Model of Endorser
Attributes
16
The Role of Q Scores
Performance Q-Ratings
Q-Rating(quotient)
=popularity/familiarity
17
The Role of Humor in Advertising
• Effective only when consumers’
evaluations of the advertised brand are
already positive
• Effect of humor can differ due to
differences in audience characteristics
• Humorous message may be so distracting
that receivers ignore the message content
18
Appeals to Consumer Fears
• Appeal to fear is effective as a means
of enhancing motivation
• Appeal by identifying the negative
consequences of:
Not using the product
Engaging in unsafe behavior (example:
drinking and driving)
19
Fear-Appeal Logic
• Stimulates audience involvement with
a message
• Promotes acceptance of message
arguments
• Takes the forms of either
Social disapproval or
Physical danger
20
Appropriate Intensity
Degree of
Persuasive
Effectiveness
Low
Moderate
High
Level of Fear Intensity
21
Appeals to Scarcity
• Psychological Reactance: the theory that
people react against any efforts to reduce
their freedom or choices.
• In Singapore, this fear is called Kiasu – the
fear of losing out.
22
Appeals to Consumer Guilt
• Advertisers and other marketing
communicators attempt to imply that
feelings of guilt can be assuaged by their
product.
• These ads are not effective if they lack
credibility or if the advertisers are
perceived as having manipulative
intentions.
23
The Use of Sex in Advertising
• Initial attentional lure-the stopping
power of sex
• Enhance recall of message point
• Evoke emotional responses such as
feelings of arousal or lust.
• To provoke a positive reaction, sexual
content needs to be appropriate or
relevant to the subject matter.
24
The Potential Downside of Sex
Appeals
• Interference with processing of message
arguments and reduction in message
comprehension
• Demeaning to females and males
25
Subliminal Messages and
Symbolic Embeds
Subliminal
Refers to the presentation of stimuli
at a rate or level that is below the
conscious threshold of awareness
26
A Cautious Challenge
• Three forms of subliminal stimulation:
– Visual stimulation using a tachistoscope
– Accelerated speech in auditory messages
– Embedding of hidden symbols
• Embedding is a weak stimulus that
probably does not effect brand choice
much.
27
The Functions of Music in Advertising
• Attracts attention
• Promotes positive mood
• Increase receptivity of message
• Communicates meanings
28
The Role of Comparative Advertising
• Better in enhancing brand awareness
• Promotes better recall
• Effective especially when the brand is a
new
• Generates more purchases
29
Considerations in Dictating the Use of
Comparative Advertising
•
•
•
•
Situational factors
Distinct advantages
The credibility issue
Assessing effectiveness
30