Transcript Source - Adsconference.com

06
Source, Message, and
Channel Factors
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
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?
6-2
Source Attributes & Receiver Processing Modes
6-3
Source Credibility
Ethical
Knowledgeable
Skillful
Trustworthy
Source
Believable
Experienced
Unbiased
Honest
6-4
Limitations of Credible Sources
• High- and low-credibility sources
• Equally effective when arguing for a
position opposing their own best interest
• Sleeper effect
• Persuasiveness increases over time
6-5
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
personal traits
6-6
Advertising 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
6-7
Choosing a Celebrity Endorser
Match
w/audience
Trust
Match w/product
Risk
Factors
Image
Familiarity
Cost
Likability
6-8
Q-Score = Star Power
• Q-Score Formula
• The percent of
those who say “one
of my favorites”
• Divided by the
percent who have
heard of him/her
Lance Armstrong
6-9
Source Power
Perceived
control
Perceived
concern
Perceived
scrutiny
Compliance
6-10
Message Appeal Choices
Appeal to the logical,
rational minds of
consumers
Appeal to the feelings
and emotions of
consumers
Appeal to both
6-11
Message Appeal Options
Comparative
Ads
• Especially
useful for new
brands
• Often used for
brands with
small market
share
• Used often in
political
advertising
Fear
Appeals
• May stress
physical danger
or threats to
health
• May identify
social threats
• Can backfire if
level of threat
is too high
Humor
Appeals
• Can attract and
hold attention
• Often the best
remembered
• Puts consumers
in a positive
mood
6-12
Humor Appeals
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
Not effective in bringing
about sales
May wear out faster than
non-humorous ads
6-13
Personal vs. Non-personal Channels
Personal
Selling
•Flexible
•Powerful
•Real time
Non-personal
Advertising
• Geared to
large audience
• Static
6-14
Differences in Information Processing
Self-Paced
Media
Externally
Paced Media
• Newspapers
• Magazines
• Radio
vs.
• Television
• Direct Mail
• Internet
6-15