Transcript Chapter 1
Source, Message and Channel Factors The Persuasion Matrix Promotional Planning Elements Promotional Planning 1 2 3 4 Receiver/ comprehension Channel/ presentation Message/ yielding 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? Source Attributes and Receiver Processing Modes Source Attribute Process Credibility Internalization Attractiveness Identification Power Compliance © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Credibility Knowledge Source Skill Expertise Trustworthy Information Unbiased Objective © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Experts Lend Authority to an Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Endorsement by Both a Celebrity and an Expert © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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 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 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 celebrity’s behavior may pose a risk to the company Meaning Movement and the Endorsement Process Energy and Power - In the Athlete and in the Product Yao Ming is a Popular Endorser in China Modes of Celebrity Presentation Endorsements Identification Testimonials Celebrity Representatives Placements Dramatizations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Undermining the Traditional Approach Source Power Perceived control Source Power Perceived concern Perceived scrutiny Recall Recall and Presentation Order Beginning Middle End Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup 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 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 Message Appeal Options Comparative Ads • May be especially useful for new brands • Often used for brands with small market share • Frequently use in political advertising Fear Appeals • May stress physical danger or threats to health • May identify social threats: disapproval or rejection • May backfire if the level of threat is too high Humor Appeals • They can attract and hold attention • They are often the best remembered • They put the consumer in a positive mood Miller Lite Used Comparative Advertising To Take on Bud Light Fear Appeals and Message Acceptance Threat Plus Solution Gently Persuades Pros and Cons of Using Humor Pros Cons Aids attention and awareness Does not aid persuasion in general May aid retention of the message May harm recall and comprehension Creates a positive mood and enhances persuasion May harm complex copy registration May aid name and simple 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 Clever Execution of Humor in a Print Ad Creative Directors Opinions Regarding Use of Humor Favorable Unfavorable Creative personnel Research directors Radio and television Less suited for direct mail and newspapers Consumer nondurables Corporate advertising Business services Industrial products Products related to Goods and services of a sensitive nature the humorous play Creative Directors Opinions Regarding Use of Humor Audiences Favorable Audiences Unfavorable Younger Older Well educated Less educated Up-scale Down-scale Males Females Professional Semi- or Unskilled 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 Self versus External Paced Media Self-Paced Media Externally Paced Media • Newspapers • Radio • Magazines • Television • Direct Mail • Internet vs. The Image of a Magazine Can Enhance an Ad