Transcript Selecting Message Appeals and Picking Endorsers

Chapter Eleven
Selecting Message
Appeals and Picking
Endorsers
 2007 Thomson South-Western
Enhancing Processing Motivation,
Opportunity, and Ability
Opportunity
Motivation
Ability
2
Enhancing Processing Motivation
Attend to the message
•Appeal to informational
or hedonic needs
•Using novel stimuli
•Use intense cues
Process brand info
•Use motion
•Increased relevance
of brand
•Increased curiosity
about brand
3
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.
4
Enhancing
Motivation to
Attend to
Messages
An appeal to
consumer’s
informational
needs
5
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.
6
Enhancing
Motivation to
Attend to
Messages
An appeal to
hedonic
needs
7
Enhancing
Motivation to
Attend to
Messages
An appeal to hedonic
needs
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
Enhancing
Motivation to
Attend to
Messages
Using novelty to
attract
attention
10
Enhancing
Motivation to
Attend to
Messages
Using An
Intense Stimulus
To Attract
Attention
11
Enhancing
Motivation to
Process
Messages
The Use of
Motion to
Attract
Attention
12
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.
13
Enhancing
Processing
Motivation
The use of
surprise
to enhance
processing
motivation
14
Enhance consumer’s
OPPORTUNITY to:
• encode information: the secret is repetition
• reduce processing time: using pictures
and distinct imagery to convey a message
15
Enhance consumers’ ABILITY to:
• access knowledge structures: provide a
context for text or pictures with verbal
framing.
• create knowledge structures: facilitate
exemplar-based learning
– Exemplar: specimen or model of a concept or
idea
16
Concretizations
• Based on the straightforward idea that it is
easier for people to remember and retrieve
tangible rather than abstract information.
– Make claims perceptible, palpable, real,
evident and vivid
17
The Use of
Analogy to
Create a
Knowledge
Structure
18
Facilitating
Exemplar-Based
Learning With
Concretization
19
The Role of
Endorsers in
Advertising
Celebrity Endorsers
Typical People
20
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
21
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
22
The Five Components in the
TEARS Model of Endorser
Attributes
23
The Tears Model
• Refers to the honesty, integrity, and
believability of a source
• Often an endorser is perceived as
highly trustworthy but not an expert
Expertise
Attractiveness
Respect
Similarity
24
The Tears Model
• Refers to the knowledge,
experience, or skills possessed by
an endorser as they relate to the
endorsed brand
Trustworthiness
Attractiveness
Respect
25
Similarity
The Tears Model
• The trait of being regarded as
pleasant to look at in terms of a
particular group’s concept of
attractiveness.
Trustworthiness
Expertise
Respect
Similarity
26
The Tears Model
• Represents the quality of being
admired or even esteemed due to
one’s personal qualities and
accomplishments.
Trustworthiness
Expertise
Attractiveness
27
Similarity
The Tears Model
• Represents the degree to which an
endorser matches an audience in terms
of characteristics pertinent to the
endorsement relationship.
Age, gender, ethnicity, etc.
“Birds of a feather flock
together”
Trustworthiness
Expertise
Attractiveness
28
Respect
Choosing endorsers
Celebrity and Audience Match up
An endorser must match up well with
the endorsed brand’s target market
Will the target market positively relate
to this endorser?
Example: NBA Players who endorse
shoes
(1)
Celebrity and audience match up
29
Choosing endorsers
Celebrity and Brand Match up
Advertising executives require that the
celebrity’s behavior, values, and
decorum be compatible with the image
desired for the advertised brand
Example: Catherine Zeta Jones and
Elizabeth Arden
(2)
Celebrity and brand match up
30
Choosing endorsers
Celebrity Credibility
People who are trustworthy and
perceived as knowledgeable about the
product category are best able to
convince others to undertake a particular
course of action
See TEARS model for elaboration on
Trustworthiness and Expertise
(3)
Celebrity credibility
31
32
Choosing endorsers
Celebrity Attractiveness
Multifaceted as is described in the TEARS
Model
Attractiveness is regarded as subordinate
in importance to credibility and endorser
match up with the audience and with the
brand
(4)
Celebrity attractiveness
33
Choosing endorsers
Cost Considerations
How much it will cost to acquire a
celebrity’s services is an important
consideration, but one that should not
dictate the final choice
Evaluate candidates in comparison to
alternative returns on that capital
(5)
Cost considerations
34
Choosing endorsers
Working Ease/Difficulty Factor
Advertising agencies would prefer to
avoid the “hassle factor”
(6)
A working ease/difficulty factor
35
Choosing endorsers
Saturation Factor
If a celebrity is overexposed—endorsing
too many products—his or her perceived
credibility may suffer
Tiger Woods for example
(7)
An endorsement-saturation factor
36
Choosing endorsers
The Trouble Factor
Likelihood that a celebrity will get into
trouble after the endorsement relation is
established
Example—Mike Tyson, Cybill Shepherd,
O.J. Simpson
(8) A likelihood-of-getting-into-trouble factor
37
The Role of Q Scores
Performance Q-Ratings
Q-Rating(quotient)
=popularity/familiarity
38
The Role of Humor in Advertising
•
•
•
•
•
•
Attracts attention
Enhances liking of ad and brand
Does not hurt comprehension
Does not harm persuasion
Does not enhance source credibility
Nature of product affects the
appropriateness of using humor
39
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
40
Use of Humor
Advair
41
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)
42
Fear-Appeal Logic
• Stimulates audience involvement with
a message
• Promotes acceptance of message
arguments
• Takes the forms of either
Social disapproval or
Physical danger
43
Appropriate Intensity
Degree of
Persuasive
Effectiveness
Low
Moderate
High
Level of Fear Intensity
44
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.
45
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.
46
An
Appeal to
Guilt
47
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.
48
The Potential Downside of Sex
Appeals
• Interference with processing of message
arguments and reduction in message
comprehension
• Demeaning to females and males
49
An
Appropriate
Use of
Partial
Nudity in
Advertising
50
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
51
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.
52
The Functions of Music in Advertising
• Attracts attention
• Promotes positive mood
• Increase receptivity of message
• Communicates meanings
53
The Role of Comparative Advertising
• Better in enhancing brand awareness
• Promotes better recall
• Effective especially when the brand is a
new
• Generates more purchases
54
The Role of
Comparative
Advertising
Direct
Comparison
55
The Role of
Comparative
Advertising
Indirect
Comparison
56