Enhancing Processing Motivation The use of surprise to enhance processing motivation

Enhance consumer’s OPPORTUNITY to: encode information: the secret is repetition reduce processing time: using pictures and distinct imagery to convey a message

Enhance consumers’ ABILITY to: access knowledge structures: provide a context for text or pictures with verbal framing. create knowledge structures: facilitate exemplar-based learning

Concretizations Based on the straightforward idea that it is easier for people to remember and retrieve tangible rather than abstract information.

The Use of Analogy to Create a Knowledge Structure

Facilitating Exemplar-Based Learning With Concretization

The Role of Endorsers in Advertising Celebrity Endorsers The Role of Endorsers in Advertising Typical People

Celebrity Endorsers Advertisers are willing to pay huge salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed products

Typical-Person Endorsers Show regular people using or endorsing products Avoid the backlash from using “beautiful people” who may be resented Real personal experience of the benefits of the particular brand possess a degree of credibility Effective using multiple people rather than a single individual

The Five Components in the TEARS Model of Endorser Attributes

The Tears Model Refers to the honesty, integrity, and believability of a source Often an endorser is perceived as highly trustworthy but not an expert Trustworthiness Expertise Attractiveness Respect Similarity

The Tears Model Expertise Refers to the knowledge, experience, or skills possessed by an endorser as they relate to the endorsed brand Expertise Trustworthiness Attractiveness Respect Similarity

The Tears Model Atractiveness The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness. Atractiveness Trustworthiness Expertise Respect Similarity

The Tears Model Respect Represents the quality of being admired or even esteemed due to one’s personal qualities and accomplishments. Respect Trustworthiness Expertise Attractiveness Similarity

The Tears Model Similarity Represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship. Age, gender, ethnicity, etc. “Birds of a feather flock together” Similarity Trustworthiness Expertise Attractiveness Respect

The “No Tears” Approach Celebrity and Audience Match up An endorser must match up well with the endorsed brand’s target market Will the target market positively relate to this endorser? Example: NBA Players who endorse shoes (1) Celebrity and audience match up

The “No Tears” Approach Celebrity and Brand Match up Advertising executives require that the celebrity’s behavior, values, and decorum be compatible with the image desired for the advertised brand Example: Catherine Zeta Jones and Elizabeth Arden (2) Celebrity and brand match up

The “No Tears” Approach Celebrity Credibility People who are trustworthy and perceived as knowledgeable about the product category are best able to convince others to undertake a particular course of action See TEARS model for elaboration on Trustworthiness and Expertise (3) Celebrity credibility

The “No Tears” Approach Celebrity Attractiveness Multifaceted as is described in the TEARS Model Attractiveness is regarded as subordinate in importance to credibility and endorser match up with the audience and with the brand (4) Celebrity attractiveness

The “No Tears” Approach Cost Considerations How much it will cost to acquire a celebrity’s services is an important consideration, but one that should not dictate the final choice Evaluate candidates in comparison to alternative returns on that capital (5) Cost considerations

The “No Tears” Approach Working Ease/Difficulty Factor Advertising agencies would prefer to avoid the “hassle factor” Example: Shaquille O’Neal and Reebok (6) A working ease/difficulty factor

The “No Tears” Approach Saturation Factor If a celebrity is overexposed—endorsing too many products—his or her perceived credibility may suffer Tiger Woods for example (7) An endorsement-saturation factor

The “No Tears” Approach The Trouble Factor Likelihood that a celebrity will get into trouble after the endorsement relation is established Example—Mike Tyson, Cybill Shepherd, O.J. Simpson (8) A likelihood-of-getting-into-trouble factor

The Role of Q Scores Q Performance Q-Ratings Q-Rating(quotient) =popularity/familiarity

The Role of Humor in Advertising Attracts attention Enhances liking of ad and brand Does not hurt comprehension Does not harm persuasion Does not enhance source credibility Nature of product affects the appropriateness of using humor

The Role of Humor in Advertising Effective only when consumers’ evaluations of the advertised brand are already positive Effect of humor can differ due to differences in audience characteristics Humorous message may be so distracting that receivers ignore the message content

Use of Humor Advair

Appeals to Consumer Fears Appeal to fear is effective as a means of enhancing motivation Appeal by identifying the negative consequences of: Not using the product Engaging in unsafe behavior (example: drinking and driving)

Fear-Appeal Logic Stimulates audience involvement with a message Promotes acceptance of message arguments Takes the forms of either Social disapproval or Physical danger

Appropriate Intensity Degree of Persuasive Effectiveness Low Moderate High Level of Fear Intensity

Appeals to Scarcity Psychological Reactance: the theory that people react against any efforts to reduce their freedom or choices. In Singapore, this fear is called Kiasu – the fear of losing out.

Appeals to Consumer Guilt Advertisers and other marketing communicators attempt to imply that feelings of guilt can be assuaged by their product. These ads are not effective if they lack credibility or if the advertisers are perceived as having manipulative intentions.

An Appeal to Guilt

The Use of Sex in Advertising Initial attentional lure-the stopping power of sex Enhance recall of message point Evoke emotional responses such as feelings of arousal or lust. To provoke a positive reaction, sexual content needs to be appropriate or relevant to the subject matter.

The Potential Downside of Sex Appeals Interference with processing of message arguments and reduction in message comprehension Demeaning to females and males

An Appropriate Use of Partial Nudity in Advertising

Subliminal Messages and Symbolic Embeds Refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness

A Cautious Challenge Three forms of subliminal stimulation: Visual stimulation using a tachistoscope Accelerated speech in auditory messages Embedding of hidden symbols Embedding is a weak stimulus that probably does not effect brand choice much.

The Functions of Music in Advertising Attracts attention Promotes positive mood Increase receptivity of message Communicates meanings

The Role of Comparative Advertising Better in enhancing brand awareness Promotes better recall Effective especially when the brand is a new Generates more purchases

Comparative Advertising The Role of Comparative Advertising Direct Comparison

Comparative Advertising The Role of Comparative Advertising Indirect Comparison

Considerations in Dictating the Use of Comparative Advertising Situational factors Distinct advantages The credibility issue Assessing effectiveness