1 / 14

Source, Message and Channel Factors

ros
Download Presentation

Source, Message and Channel Factors

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. Chapter 6 Source, Message and Channel Factors

    2. Source Attributes and Receiver Processing Modes

    3. Source Credibility The extend to which the source is seen as having: Knowledge Skill Expertise And the information is seen to be: Trustworthy Unbiased Objective

    4. Source Attractiveness Similarity Resemblance between the source and recipient of the message Familiarity Knowledge of the source through repeated or prolonged exposure Likability Affection for the source resulting from physical appearance, behavior, or other personal traits

    5. The Use of Celebrities Endorsements The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion for the product. Testimonials The celebrity, usually an expert with experience with the product, attests to its value and worth. Placements The brand is "placed" in a movie or TV show where it's seen by the audience and used or associated with the characters.

    6. The Use of Celebrities Dramatizations Celebrity actors or models portray the brand in use during dramatic enactments designed to show the goods. Representatives The celebrity agrees to become a spokesperson for the brand through multiple media over an extended time period. Identification The celebrity, usually in partnership with a producer, introduces his or her own brand using the celebrity name as the brand name.

    7. Meaning Movement and the Endorsement Process

    8. Message Recall and Presentation Order

    9. Drawing Message Conclusions

    10. Message Attributes Sidedness One-sided vs. Two-sided Refutation Special type of two-sided message Present both sides, then refute the opposing view Visual vs. Verbal Messages Visual more important when verbal has low imagery value Can use contradicting verbal & visual messages to increase recall and information processing

    11. Message Appeals Refutational Appeal Comparative Advertising Useful for new brands or brands with small market share Named Competition/Unnamed Competition/Self-Referent Fear Appeals Humor Appeals Sex Appeals Emotional Appeals

    12. Fear Appeals and Message Acceptance

    13. Use of Humor Aids attention and awareness May harm recall and comprehension May aid name and simple copy registration May harm complex copy registration May aid retention Does not aid persuasion in general May aid persuasion to switch brands Creates positive mood, enhancing persuasion Does not aid source credibility Is not effective in bringing about action, sales

    14. UNFAVORABLE TOWARD HUMOR Research directors Direct mail, newspapers Corporate advertising Industrial products Goods or services of a sensitive nature Audiences that are: Older Less educated Down-scale Female Semi- or Unskilled FAVORABLE TOWARD HUMOR Creative personnel Radio and television Consumer non-durables Business services Products related to the humorous ploy Audiences that are: Younger Better educated Up-scale Male Professional Use of Humor

    15. Channel Factors Personal – generally more persuasive, flexible and personalized, thus more powerful Nonpersonal – unfocused, non-flexible message, little customer contact Clutter: time devoted to commercials, length of commercials

More Related