Source, Message and Channel Factors

1. Source, Message andChannel Factors © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. The Persuasion Matrix © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Power Compliance Compliance Attractiveness Identification Identification Internalization Source Attributes and Receiver Processing Modes Source Attribute Process Power Attractiveness Credibility © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. Knowledge Trustworthy Skill Unbiased Expertise Objective Source Credibility Knowledge Source Skill Expertise Trustworthy Information Unbiased © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Experts Lend Authority to an Appeal + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Endorsement by Both a Celebrity and an Expert + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Dave Thomas was a very effective spokesperson for Wendy’s’ *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. A Business Owner May Be His Own Spokesperson *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Attractive Models Are Often Used in Cosmetic Ads + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Popular Celebrities Help Attract Attention to Commercials + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Some Advertisers “Push the Envelope” With Their Choice of Celebrities + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Endorsements Identification Testimonials Representatives Placements Dramatizations Modes of Celebrity Presentation Endorsements Testimonials Celebrity Representatives Placements Dramatizations © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Meaning Movement and the Endorsement Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Energy and Power - In the Athlete and in the Product + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Recall and Presentation Order Recall Beginning Middle End © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

22. A Very Direct, Side-By-Side Comparative Ad + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. Fear Appeals and Message Acceptance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Threat Plus Solution Gently Persuades + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Pros and Cons of Using Humor Pros Cons Aids Attention and Awareness Aids Attention and Awareness Does Not Aid Persuasion in General Does Not Aid Persuasion in General May Aid Retention of the Message May Aid Retention of the Message May Harm Recall and Comprehension May Harm Recall and Comprehension Creates a Positive Mood and Enhances Persuasion Creates a Positive Mood and Enhances Persuasion May Harm Complex Copy Registration May Harm Complex Copy Registration May Aid Name and Simple Copy Registration May Aid Name and Simple Copy Registration Does Not Aid Source Credibility Does Not Aid Source Credibility May Serve As a Distracter, Reducing Counterarguing May Serve As a Distracter, Reducing Counterarguing Is Not Effective in Bringing About Sales Is Not Effective in Bringing About Sales May Wear Out Faster Than Non-humorous Ads © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

26. Clever Execution of Humor in a Print Ad + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. The Brand Name, Itself, Becomes Part of the Humor *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

28. Creative Directors Opinions Regarding Use of Humor Favorable Unfavorable • Creative personnel • Research directors • Direct mail, newspapers • Radio and television • Consumer non-durables • Corporate advertising • Industrial products • Business services • Goods and services of a sensitive nature • Products related to the humorous play © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

29. 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 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

30. Newspapers • Magazines • Direct Mail • Internet • Radio • Television Self versus External Paced Media Self-Paced Media Self-Paced Media Externally Paced Media Vs. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

31. The Image of a Magazine Can Enhance an Ad + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin