1 / 36

Source, Message, and Channel Factors

6. Source, Message, and Channel Factors. The Persuasion Matrix. Promotional Planning Elements. Promotional Planning. 1. 2. 3. 4. Receiver Comprehension. Channel Presentation. Message Yielding. Source Attention. Can the receiver comprehend the ad?.

zeph-ruiz
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. 6 Source, Message, andChannel Factors

  2. The Persuasion Matrix

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

  4. A Direct Source

  5. Source Attributes & Receiver Processing Modes

  6. Source Credibility Ethical Knowledgeable Trustworthy Skillful Experienced Believable Unbiased Honest Source

  7. Experts Lend Authority to an Appeal

  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?

  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

  10. Source Attractiveness 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 personal traits

  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

  12. Advertising Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity’s behavior may pose a risk to the company

  13. Meaning Movement & Endorsements

  14. Kelly Ripa: The “Do-it-All” Woman

  15. Choosing a Celebrity Endorser Match w/audience Trust Match w/product Risk Factors Image Familiarity Cost Likability

  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

  17. Applying Likability: Decorative Models

  18. Source Power Perceived control Perceived concern Perceived scrutiny Compliance

  19. Clint Eastwood: Source Power

  20. Recall and Order of Presentation Order of Presentation Recall Beginning Middle End

  21. Silk Uses an Open Ended Message

  22. Buckley’s Uses a Two-Sided Message

  23. An Ad Using a Refutation Appeal

  24. Verbal vs. Visual Messages

  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

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

  27. Message Appeal Options Comparative Ads Fear Appeals Humor Appeals • Especially useful for new brands • Often used for brands with small market share • Used often in political advertising • May stress physical danger or threats to health • May identify social threats • Can backfire if level of threat is too high • Can attract and hold attention • Often the best remembered • Puts consumers in a positive mood

  28. Miller Lite’s Comparative Advertising

  29. Fear Appeals and Message Acceptance

  30. Humor Appeals Pros Cons Aids attention and awareness Does not aid persuasion in general May aid retention of the message May harm recall and comprehension Creates a positive mood and enhances persuasion May harm complex copy registration May aid name and simple copy registration Does not aid source credibility May serve as a distracter, reducing counterarguing Not effective in bringing about sales May wear out faster than non-humorous ads

  31. Humor in Print Media

  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

  33. Personal vs. Non-personal Channels • Flexible • Powerful • Real time • Geared to large audience • Static PersonalSelling Non-personal Advertising

  34. Differences in Information Processing Self-Paced Media Externally Paced Media • Newspapers • Magazines • Direct Mail • Internet • Radio • Television vs.

  35. Context and Environment

  36. Commercial Clutter is a Problem

More Related