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Source Message and Channel Factors

Source Message and Channel Factors. SOURCE FACTORS. The source may be of 3 types -. A spokesperson who delivers a message and/or demonstrates a product/service. Direct source. A model who doesn’t actually delivers a message but draws attention to and/or enhances the appearance of the ad.

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Source Message and Channel Factors

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  1. Source Message and Channel Factors www.assignmentpoint.com

  2. SOURCE FACTORS The source may be of 3 types - A spokesperson who delivers a message and/or demonstrates a product/service. Direct source A model who doesn’t actually delivers a message but draws attention to and/or enhances the appearance of the ad. Indirect source The organization itself with the message to communicate. Organization www.assignmentpoint.com

  3. 3 Source Factors 1. Source Credibility The extent to which the receiver sees the source as knowledgeable and trustworthy to give information. Expertise Trustworthiness • Limitations of credible sources: • Less effective for the audience having neutral position • Less effective when the receiver’s initial attitude is favorable • Less effective because of sleeper effect www.assignmentpoint.com

  4. A source characteristic which encompasses similarity, familiarity and likability. 2. Source Attractiveness Similarity Familiarity Likability Celebrity Decorative model www.assignmentpoint.com

  5. Limitations of using celebrities/models: • Overshadowing the product • Overexposure • Target audiences’ receptivity • Risk to the adviser A source has power when he/she can actually administer rewards and punishments to the receiver. 3. Source Power www.assignmentpoint.com

  6. MESSAGE FACTORS Message Strategy To decide what general message will be communicated to consumers. Message Structure Order of Presentation Conclusion drawing Message Sidedness Verbal versus Visual Messages www.assignmentpoint.com

  7. Message Appeals Comparative advertising Fear Appeals Humor Appeals www.assignmentpoint.com

  8. CHANNEL FACTORS Personal versus Nonpersonal Channels Clutter www.assignmentpoint.com

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