Source, Message and Channel Factors

The Persuasion Matrix

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

Credibility Attractiveness Power Internalization Identification Compliance Credibility Internalization Attractiveness Identification Source Attributes and Receiver Processing Modes © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Attribute Process

Skill Knowledge Expertise Unbiased Trustworthy Objective Unbiased Trustworthy Expertise Skill Knowledge Source Credibility © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Information

Experts Lend Authority to an Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Endorsement by Both a Celebrity and an Expert © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

Test Your Knowledge The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process. A)expertise; yielding B)expertise; identification C)power; identification D)attractiveness; identification E)attractiveness; internalization

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

Meaning Movement and the Endorsement Process

Energy and Power - In the Athlete and in the Product

Yao Ming is a Popular Endorser in China

Endorsements Dramatizations Testimonials Placements Identification Representatives Dramatizations Placements Testimonials Endorsements Modes of Celebrity Presentation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Celebrity

Undermining the Traditional Approach

Perceived control Perceived concern Perceived scrutiny Perceived control Perceived concern Source Power

Recall and Presentation Order Recall BeginningMiddleEnd

Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup

Test Your Knowledge The campaign centered around the theme, “Pork, the Other White Meat” is designed to show consumers that pork is not all fat as some people think. These ads trying to convince consumers pork is as lean as chicken use: A)conclusion drawing B)a fear appeal C)a refutational appeal D)a humorous appeal E)an affective conclusion

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

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

Miller Lite Used Comparative Advertising To Take on Bud Light

Fear Appeals and Message Acceptance

Threat Plus Solution Gently Persuades

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

Clever Execution of Humor in a Print Ad

Creative Directors Opinions Regarding Use of Humor FavorableUnfavorable Creative personnel Creative personnel  Research directors Radio and television Radio and television Consumer non- durables Consumer non- durables Business services Business services Products related to the humorous play Products related to the humorous play  Less suited for direct mail and newspapers  Corporate advertising  Industrial products  Goods and services of a sensitive nature

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

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

Self-Paced Media Self-Paced Media Self-Paced Media Self-Paced Media Self versus External Paced Media Newspapers Magazines Direct Mail Internet Newspapers Magazines Direct Mail Internet Radio Television Radio Television Externally Paced Media Externally Paced Media vs.vs.

The Image of a Magazine Can Enhance an Ad