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Chapter 6
Source, Message and Channel Factors
The Persuasion Matrix
Who will be effective in
getting consumers’ attention?
Who will be effective in
getting consumers’ attention?
Source/attentionSource/
attention
4
Receiver/Comprehension
Receiver/Comprehension
Can the receiver
comprehend the ad?
Can the receiver
comprehend the ad?
1
Which media will increase presentation?
Which media will increase presentation?
Channel/presentation
Channel/presentation
2
What type of message will
create favorable attitudes?
What type of message will
create favorable attitudes?
Message/yielding
Message/yielding
3
Receiver/Comprehension
Receiver/Comprehension
Channel/presentation
Channel/presentation
Message/yielding
Message/yielding
Promotional Planning Elements
Promotional PlanningPromotional Planning
PowerPower
AttractivenessAttractiveness
CredibilityCredibility
ComplianceCompliance
IdentificationIdentification
InternalizationInternalization
PowerPower ComplianceCompliance
AttractivenessAttractiveness IdentificationIdentification
Source Attributes and Receiver Processing Modes
Source AttributeSource Attribute ProcessProcess
SkillSkill
KnowledgeKnowledge
ExpertiseExpertise
UnbiasedUnbiased
TrustworthyTrustworthy
ObjectiveObjective
UnbiasedUnbiased
TrustworthyTrustworthy
ExpertiseExpertise
SkillSkill
KnowledgeKnowledge
Source Credibility
SourceSource
InformationInformation
Limitations of credible sources
• high-credibility source may be less effective than a moderate- or low-credibility source such as when the receiver has a favorable initial attitude or opinion.
• In this situation the use of a highly credible source may lead the receiver to attribute his or her opinion to the source rather than the message being communicated.
• “Sleeper effect phenomenon” – What is it?
Experts Lend Authority to an Appeal
+
Endorsement by Both a Celebrity and an Expert
+
A Business Owner May Be His Own Spokesperson
A spokesperson who delivers an advertising message and/or demonstrates a product or service is a
direct source
Source Attractiveness
Resemblance between the source and
recipient of the message
Resemblance between the source and
recipient of the message
SimilaritySimilarity
Knowledge of the source through
repeated or prolonged exposure
Knowledge of the source through
repeated or prolonged exposure
FamiliarityFamiliarity
Affection for the source resulting from physical appearance,
behavior, or other personal traits
Affection for the source resulting from physical appearance,
behavior, or other personal traits
LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity
Attractive Models Are Often Used in Cosmetic Ads
+
Popular Celebrities Help Attract Attention to Commercials
+
Discussion QuestionEffective spokespeople?
What makes an effective
spokesperson?
When should they NOT be used?
The celebrity’s behavior may pose a risk to the company
The celebrity’s behavior may pose a risk to the company
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
Risks of Using Celebrities
Consumers who are particularly knowledgeable about a product are less likely to be influenced by celebrity endorsements than consumers who have little or no product knowledge
Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood
Recall and Presentation OrderR
eca
ll
Beginning Middle End
Message Sidedness One sided vs two sided messages Advertisers are concerned over the
negative effects of acknowledging a weakness in their brand
Refutation
Appeal mostly to the logical, rational minds
of consumers
Appeal mostly to the logical, rational minds
of consumers
Message Appeal Choices
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal mostly to the feelings and emotions
of consumers
Appeal mostly to the feelings and emotions
of consumers
FearAppeals
FearAppeals
ComparativeAds
ComparativeAds
FearAppeals
FearAppeals
ComparativeAds
ComparativeAds
Message Appeal Options
HumorAppealsHumorAppeals
• 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
• 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
• May be especially useful for new brands
• Often used for brands with small market share
• Frequently use in political advertising
• May be especially useful for new brands
• Often used for brands with small market share
• Frequently use in political advertising
• They can attract and hold attention
• They are often the best remembered
• They put the consumer in a positive mood
• They can attract and hold attention
• They are often the best remembered
• They put the consumer in a positive mood
A Very Direct, Side-By-Side Comparative Ad
+
Threat Plus Solution Gently Persuades
+
Fear Appeals and Message Acceptance
No Fear Ads Creates a Unique Brand Image
Clever Execution of Humor in a Print Ad
Pros and Cons of Using Humor
Does Not Aid Persuasion in General
Does Not Aid Persuasion in General
Aids Attention and Awareness
Aids Attention and Awareness
ProsPros
ConsCons
May Harm Recall and Comprehension
May Harm Recall and Comprehension
May Harm Complex Copy Registration
May Harm Complex Copy Registration
Does Not Aid Source Credibility
Does Not Aid Source Credibility
Is Not Effective in Bringing About Sales
Is Not Effective in Bringing About Sales
May Wear Out Faster Than Non-humorous Ads
May Wear Out Faster Than Non-humorous Ads
May Aid Retention of the Message
May Aid Retention of the Message
Creates a Positive Mood and Enhances PersuasionCreates a Positive Mood
and Enhances Persuasion
May Aid Name and Simple Copy Registration
May Aid Name and Simple Copy Registration
May Serve As a Distracter, Reducing Counterarguing
May Serve As a Distracter, Reducing Counterarguing
Does Not Aid Persuasion in General
Does Not Aid Persuasion in General
Aids Attention and Awareness
Aids Attention and Awareness May Harm Recall and
ComprehensionMay Harm Recall and
Comprehension
May Harm Complex Copy Registration
May Harm Complex Copy Registration
Does Not Aid Source Credibility
Does Not Aid Source Credibility
Is Not Effective in Bringing About Sales
Is Not Effective in Bringing About Sales
May Aid Retention of the Message
May Aid Retention of the Message
Creates a Positive Mood and Enhances PersuasionCreates a Positive Mood
and Enhances Persuasion
May Aid Name and Simple Copy Registration
May Aid Name and Simple Copy Registration
May Serve As a Distracter, Reducing Counterarguing
May Serve As a Distracter, Reducing Counterarguing
Humorous messages may be effective because they enhance attention and may reduce counter-arguing.
The Brand Name, Itself, Becomes Part of the Humor
Humorous messages may be effective because they enhance ________ and may reduce ___________.
Humorous ads
Bird Help Bump ET Biker Trunk monkey
Fear ads Dial
Creative Directors Opinions Regarding Use of Humor
Audiences Audiences FavorableFavorable
Audiences Audiences UnfavorableUnfavorable
Younger Older
Well educated
Up-scale
Males
Professional
Less educated
Down-scale
Females
Semi- or Unskilled
Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self versus External Paced Media
• Newspapers
• Magazines
• Direct Mail
• Internet
• Newspapers
• Magazines
• Direct Mail
• Internet
• Radio
• Television
• Radio
• Television
Externally PacedMedia
Externally PacedMedia
Vs.Vs.Vs.Vs.
The Image of a Magazine Can Enhance an Ad
+
Persuasive Appeals
Demonstration Show audience how product works Infomercials Fitness gear
•TestimonialTestimonial•Client speaks of product benefitsClient speaks of product benefits
•Jared of SubwayJared of Subway
Persuasive Appeals
Celebrity Endorsement Tie product image to famous person MJ & Jackie Chan for Hanes
•UrgencyUrgency•Need to respond/act quicklyNeed to respond/act quickly
•Sale Ends Saturday!Sale Ends Saturday!
•2-days only!2-days only!
•Disney DVDs will not be available for 10 Disney DVDs will not be available for 10 years!years!
Persuasive Appeals
Shock!Anti-drug/Anti-smoking
•SexSex•Associate product with sexual satisfaction / conquestAssociate product with sexual satisfaction / conquest
•Calvin Klein, Cosmo, MaximCalvin Klein, Cosmo, Maxim
Persuasive Appeals
Before / After Demonstrate specific results of using
product Grecian formula, weight loss
•ImageImage•Associate product with some image, style, attitude… Associate product with some image, style, attitude… coolnesscoolness
•Product benefits, attributes are secondary to the imageProduct benefits, attributes are secondary to the image
•Cadillac, NikeCadillac, Nike
Chapter 8
Creative Strategy:
Planning and Development
Today
Focus on the planning and development of the creative
strategy.
Examine the concept of creativity and the process that
guides the creation of the advertising campaign
copy platforms that are used to guide the
development of advertising campaigns.
major selling ideas that form the basis of an
advertising campaign.
Creativity
“Before you worry about how to say it, you must be sure you say the right thing”
Creative advertising can break through the clutter and make an impression on
buyers
Thomas Edison is often credited with saying that "Creativity is 1 % inspiration and 99 % per spiration."
That 99 % (percent), or the innovation, involves testing, evaluating, and retesting what the inspiration found.
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Determining what the advertising message will say or communicate
Advertising Creativity
CreativeStrategyCreativeStrategy
CreativeTactics
CreativeTactics
Determining how the message strategy will be executed
Determining how the message strategy will be executed
Creativity
It is not about the awards communicates the message clearly and
leaves favorable impressions among the target audience
Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products
Creativity is important when companies are selling brands that are very
similar in quality and difficult to differentiate on functional features
Let Prospects Vividly Experience the GoodsLet Prospects Vividly Experience the Goods
Allow You to Brand the AdvertisingAllow You to Brand the Advertising
Revolve Around the Clinching BenefitRevolve Around the Clinching Benefit
Be Likely to Attract the Prospect’s AttentionBe Likely to Attract the Prospect’s Attention
Be Describable in a Simple Word or PhraseBe Describable in a Simple Word or Phrase
Allow You to Brand the AdvertisingAllow You to Brand the Advertising
Revolve Around the Clinching BenefitRevolve Around the Clinching Benefit
Be Likely to Attract the Prospect’s AttentionBe Likely to Attract the Prospect’s Attention
Be Describable in a Simple Word or PhraseBe Describable in a Simple Word or Phrase
The Ideal Power Idea Should . . .
Two Perspectives on Advertising Creativity
The ability to generate fresh, unique and appropriate ideas that can be used as solutions
to communication problems.
The ability to generate fresh, unique and appropriate ideas that can be used as solutions
to communication problems.
SuitsSuits
“Its not creative unless it
sells” ArtistsArtists
“Only artistic value and originality
count”
Absolut’s Advertising Represents Synergy Between Creative and Media
+
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
ImmersionImmersion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
DigestionDigestion
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
IncubationIncubation
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination
Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.VerificationVerification
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
ImmersionImmersion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
DigestionDigestion
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
IncubationIncubation
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination
Young's Creative Process
Read anything related to the
product or market!
Listen to what people are
talking about!
Use the product to become
familiar with it!
Ask everyone involved for information!
Work in and learn about the client’s business!
Ask everyone involved for information!
Listen to what people are
talking about!
Use the product to become
familiar with it!
Read anything related to the
product or market!
Getting Creative Input
1. Background research
informal fact-finding techniques and general preplanning input.
2. Product/service specific research
this involves different types of studies such as attitude, market structure and positioning, perceptual mapping and psychographic studies.
3. Qualitative research input
techniques such as in-depth interview or focus groups with customers or ethnographic studies.
Getting Creative Input
BMW’s Slogan Has Helped Build Its Brand Image
+
This ad campaign was based on psychographic research
“Who is she sleeping with?” WESTIN “Choose your travel partner wisely”
The 10 greatest ad slogans of all time
1. De Beers Diamonds are forever
2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she . . . or doesn’t she?
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?
Company or BrandCompany or Brand Campaign ThemeCampaign Theme
A few Turkish examples
1. ABC Farki Fiyati
2. Arko Her eve lazim
3. Artema Ac kapa Artema
4. Beko Bir dunya markasi
5. Luna Yoksa siz hala annenizin margarinini mi kullanıyorsunuz?
6. Solo Hem yumusak, hem hesapli
7. Tamek Tamekse koy sepete
8. Tefal Sen herseyi dusunursun
9. Ulker tac kraker Atistirin acliginizi yatistirin
10. Vernel Vernelleyin yumusacik olsun
Vernelleyin mis gibi koksun
Company or BrandCompany or Brand Campaign ThemeCampaign Theme
Buy this produce and you'll benefit this way or enjoy this reward
Buy this produce and you'll benefit this way or enjoy this reward
Must be unique to this brand or claim; something rivals can't or don't offer
Must be unique to this brand or claim; something rivals can't or don't offer
UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit
Approaches to the Major Selling Idea: USP
Unique Selling Proposition
Unique Selling Proposition
The promise must be strong enough or attractive enough to move people
The promise must be strong enough or attractive enough to move people
PotentPotent
Approaches to the Major Selling Idea: Inherent Drama
Inherent Drama
Inherent Drama
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Focus on consumer benefits with an emphasis on the dramatic element in expressing them
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Establish a particular place in the customer’s mind for the product or service
Approaches to the Major Selling Idea: Positioning
PositioningPositioning
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved
Pennzoil’s Positioning is Based on Protection
Story board Animatic
Shock Ads
• deliberately designed to be controversial
Calvin Klein and Benetton are the two companies best known for using shock ads.
• in-house • Younger consumers are less likely to perceive
shock ads as offensive or in bad taste and may even help create favorable attitudes toward these companies because of their edgy, rebellious tone.
Oliver Toscani, Benetton’s creative director, is that advertising should be free from any type of censorship or scrutiny since it is often a form of art.
Food for life 2003
1990
1990
1990
1996
1989
1990
http://absolutad.com/absolut_gallery/singles/