McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

6

Source, Message, andChannel Factors

6-2

The Persuasion Matrix

6-3

Promotional Planning Elements

Who will be effective in

getting consumers’ attention?

Who will be effective in

getting consumers’ attention?

SourceAttention

SourceAttention

4

ReceiverComprehension

ReceiverComprehension

Can the receiver

comprehend the ad?

Can the receiver

comprehend the ad?

1

Which media will increase

presentation?

Which media will increase

presentation?

ChannelPresentation

ChannelPresentation

2

What type of message will

create favorable attitudes?

What type of message will

create favorable attitudes?

MessageYielding

MessageYielding

3

Promotional PlanningPromotional Planning

6-4

A Direct Source

6-5

Source Attributes & Receiver Processing Modes

6-6

Source Credibility

SourceSource

EthicalEthical

HonestHonest

UnbiasedUnbiasedBelievableBelievable

KnowledgeableKnowledgeable TrustworthyTrustworthy

SkillfulSkillful ExperiencedExperienced

6-7

Experts Lend Authority to an Appeal

6-8

Corporate Leaders as Spokespeople

Notable Examples

• Richard Branson, CEO of Virgin airline

• Michael Dell, CEO of Dell

• Mahasahy Dharampal Ji, “The Masala Man”

• Rajeev Reddy, Country Club India

• Can you think of others?

6-9

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

6-10

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

personal traits

Affection for the source resulting from physical appearance, behavior, or

personal traits

LikeabilityLikeability

6-11

Top Celebrity Endorsers

• Top male endorsers• Tiger Woods• Phil Mickelson• LeBron James• Michael Jordan

• Top female endorses• Maria Sharapova• Jennifer Lopez• Jessica Simpson• Venus/Serena Williams• Michele Wie

6-12

Advertising Risks of Using Celebrities

The celebrity’s behavior may pose a risk to the company

The celebrity’s behavior may pose a risk to the company

The celebrity may overshadow the product being endorsed

The celebrity may overshadow the product being endorsed

The celebrity may be overexposed, reducing his or her credibility

The celebrity may be overexposed, reducing his or her credibility

The target audience may not be receptive to celebrity endorsers

The target audience may not be receptive to celebrity endorsers

6-13

Meaning Movement & Endorsements

6-14

Kelly Ripa: The “Do-it-All” Woman

6-15

TrustTrust

RiskRisk

FamiliarityFamiliarity

LikabilityLikability

Choosing a Celebrity Endorser

Factors

Match w/audience

Match w/audience

Match w/productMatch w/product

ImageImage

CostCost

6-16

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

6-17

Applying Likability: Decorative Models

6-18

Source Power

Perceived control

Perceived control

Perceived concern

Perceived concern

Perceived scrutiny

Perceived scrutiny

ComplianceCompliance

6-19

Clint Eastwood: Source Power

6-20

Recall and Order of Presentation

Recall

Beginning Middle End

Order of Presentation

6-21

Silk Uses an Open Ended Message

6-22

Buckley’s Uses a Two-Sided Message

6-23

An Ad Using a Refutation Appeal

6-24

Verbal vs. Visual Messages

6-25

Test Your Knowledge

The campaign centered around the theme “Pork, the Other White Meat” is designed to show consumers that pork is as lean as chicken. Ads in this campaign use:

A) Conclusion drawing

B) A fear appeal

C) A refutational appeal

D) A humorous appeal

E) An affective conclusion

6-26

Message Appeal Choices

Appeal to the logical, rational minds of

consumers

Appeal to the logical, rational minds of

consumers

Appeal to both Appeal to both

Appeal to the feelings and emotions of

consumers

Appeal to the feelings and emotions of

consumers

6-27

Message Appeal Options

FearAppeals

FearAppeals

•May stress physical danger or threats to health

•May identify social threats

•Can backfire if level of threat is too high

•May stress physical danger or threats to health

•May identify social threats

•Can backfire if level of threat is too high

ComparativeAds

ComparativeAds

•Especially useful for new brands

•Often used for brands with small market share

•Used often in political advertising

•Especially useful for new brands

•Often used for brands with small market share

•Used often in political advertising

HumorAppealsHumorAppeals

•Can attract and hold attention

•Often the best remembered

•Puts consumers in a positive mood

•Can attract and hold attention

•Often the best remembered

•Puts consumers in a positive mood

6-28

Miller Lite’s Comparative Advertising

6-29

Fear Appeals and Message Acceptance

6-30

Humor Appeals

Does not aid persuasion in general

Does not aid persuasion in general

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

Not effective in bringing about sales

Not effective in bringing about sales

May wear out faster than non-humorous ads

May wear out faster than non-humorous ads

Aids attention and awareness

Aids attention and awareness

ProsPros

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

6-31

Humor in Print Media

6-32

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

6-33

Personal vs. Non-personal Channels

PersonalSelling

PersonalSelling

•Flexible

•Powerful

•Real time

•Flexible

•Powerful

•Real time

• Geared to large audience

• Static

• Geared to large audience

• Static

Non-personal Advertising

Non-personal Advertising

6-34

Differences in Information Processing

Self-PacedMedia

Self-PacedMedia

• Newspapers

• Magazines

• Direct Mail

• Internet

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

• Radio

• Television

Externally Paced MediaExternally

Paced Media

vs.

6-35

Context and Environment

6-36

Commercial Clutter is a Problem