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Chapter 6

Chapter 6. Source, Message and Channel Factors. The Persuasion Matrix. 1. 2. 3. 4. Channel/ presentation. Message/ yielding. Source/ attention. Receiver/ Comprehension. Which media will increase presentation?. What type of message will create favorable attitudes?.

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Chapter 6

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  1. Chapter 6 Source, Message and Channel Factors

  2. The Persuasion Matrix

  3. 1 2 3 4 Channel/ presentation Message/ yielding Source/ attention Receiver/ Comprehension Which media will increase presentation? What type of message will create favorable attitudes? Who will be effective in getting consumers’ attention? Can the receiver comprehend the ad? Promotional Planning Elements Promotional Planning Receiver/ Comprehension Channel/ presentation Message/ yielding

  4. Power Compliance Compliance Attractiveness Identification Identification Internalization Source Attributes and Receiver Processing Modes Source Attribute Process Power Attractiveness Credibility

  5. Knowledge Trustworthy Skill Unbiased Expertise Objective Source Credibility Knowledge Source Skill Expertise Trustworthy Information Unbiased

  6. 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 attitudeoropinion. • 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?

  7. Experts Lend Authority to an Appeal +

  8. Endorsement by Both a Celebrity and an Expert +

  9. A Business Owner May Be His Own Spokesperson

  10. A spokesperson who delivers an advertising message and/or demonstrates a product or service is a • direct source

  11. 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 other personal traits Source Attractiveness Similarity Familiarity

  12. Attractive Models Are Often Used in Cosmetic Ads +

  13. Popular Celebrities Help Attract Attention to Commercials +

  14. Discussion QuestionEffective spokespeople? What makes an effective spokesperson? When should they NOT be used?

  15. 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 The celebrity’s behavior may pose a risk to the company Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may overshadow the product being endorsed

  16. 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

  17. Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood

  18. Recall and Presentation Order Recall Beginning Middle End

  19. Message Sidedness • One sided vs two sided messages • Advertisers are concerned over the negative effects of acknowledging a weakness in their brand • Refutation

  20. Appeal to both the logical, rational minds of consumers and to their feelings and emotions Message Appeal Choices Appeal mostly to the logical, rational minds of consumers Appeal mostly to the feelings and emotions of consumers

  21. May be especially useful for new brands • Often used for brands with small market share • Frequently use in political advertising • 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 • They can attract and hold attention • They are often the best remembered • They put the consumer in a positive mood Message Appeal Options Comparative Ads Comparative Ads Fear Appeals Fear Appeals Humor Appeals

  22. A Very Direct, Side-By-Side Comparative Ad +

  23. Threat Plus Solution Gently Persuades +

  24. Fear Appeals and Message Acceptance

  25. No Fear Ads Creates a Unique Brand Image

  26. Clever Execution of Humor in a Print Ad

  27. Pros and Cons of Using Humor Cons Does Not Aid Persuasion in General Does Not Aid Persuasion in General Pros Aids Attention and Awareness Aids Attention and Awareness May Harm Recall and Comprehension May Harm Recall and Comprehension May Aid Retention of the Message May Aid Retention of the Message May Harm Complex Copy Registration May Harm Complex Copy Registration Creates a Positive Mood and Enhances Persuasion Creates a Positive Mood and Enhances Persuasion Does Not Aid Source Credibility Does Not Aid Source Credibility May Aid Name and Simple Copy Registration May Aid Name and Simple Copy Registration Is Not Effective in Bringing About Sales Is Not Effective in Bringing About Sales May Serve As a Distracter, Reducing Counterarguing May Serve As a Distracter, Reducing Counterarguing May Wear Out Faster Than Non-humorous Ads

  28. Humorous messages may be effective because they enhance attentionand may reduce counter-arguing.

  29. The Brand Name, Itself, Becomes Part of the Humor

  30. Humorous messages may be effective because they enhance ________ and may reduce ___________.

  31. Humorous ads • Bird • Help • Bump • ET • Biker • Trunk monkey Fear ads • Dial

  32. Creative Directors Opinions Regarding Use of Humor Audiences Favorable Audiences Unfavorable • Younger • Older • Less educated • Well educated • Down-scale • Up-scale • Females • Males • Semi- or Unskilled • Professional

  33. Newspapers • Magazines • Direct Mail • Internet • Radio • Television Self versus External Paced Media Self-Paced Media Self-Paced Media Externally Paced Media Vs.

  34. The Image of a Magazine Can Enhance an Ad +

  35. Persuasive Appeals • Demonstration • Show audience how product works • Infomercials • Fitness gear • Testimonial • Client speaks of product benefits • Jared of Subway

  36. Persuasive Appeals • Celebrity Endorsement • Tie product image to famous person • MJ & Jackie Chan for Hanes • Urgency • Need to respond/act quickly • Sale Ends Saturday! • 2-days only! • Disney DVDs will not be available for 10 years!

  37. Persuasive Appeals • Shock! Anti-drug/Anti-smoking • Sex • Associate product with sexual satisfaction / conquest • Calvin Klein, Cosmo, Maxim

  38. Persuasive Appeals • Before / After • Demonstrate specific results of using product • Grecian formula, weight loss • Image • Associate product with some image, style, attitude… coolness • Product benefits, attributes are secondary to the image • Cadillac, Nike

  39. Chapter 8 Creative Strategy: Planning and Development

  40. 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.

  41. 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

  42. Thomas Edison is often credited with saying that "Creativity is 1 % inspirationand 99 % per­spiration." That 99 % (percent), or the innovation, involves testing, evaluating, and retesting what the inspiration found.

  43. Determining what the advertising message will say or communicate Determining how the message strategy will be executed Advertising Creativity Creative Strategy Determining what the advertising message will say or communicate Creative Tactics

  44. Creativity • It is not about the awards • communicates the messageclearly 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

  45. Be Likely to Attract the Prospect’s Attention Be Likely to Attract the Prospect’s Attention Revolve Around the Clinching Benefit Revolve Around the Clinching Benefit Allow You to Brand the Advertising Allow You to Brand the Advertising Let Prospects Vividly Experience the Goods The Ideal Power Idea Should . . . Be Describable in a Simple Word or Phrase Be Describable in a Simple Word or Phrase

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