McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed 6 Source, Message, and Channel Factors

6-2 The Persuasion Matrix

6-3 Promotional Planning Elements 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 Promotional Planning

6-4 A Direct Source

6-5 Source Attributes & Receiver Processing Modes

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

6-7 Experts Lend Authority to an Appeal

6-8 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?

6-9 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

6-10 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 personal traits Likeability

6-11 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

6-12 Advertising Risks of Using Celebrities The celebrity’s behavior may pose a risk to the company 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

6-13 Meaning Movement & Endorsements

6-14 Kelly Ripa: The “Do-it-All” Woman

6-15 Trust Risk Familiarity Likability Choosing a Celebrity Endorser Factors Match w/audience Match w/product Image Cost

6-16 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

6-17 Applying Likability: Decorative Models

6-18 Source Power Perceived control Perceived concern Perceived scrutiny Compliance

6-19 Clint Eastwood: Source Power

6-20 Recall and Order of Presentation Recall Beginning Middle End Order of Presentation

6-21 Silk Uses an Open Ended Message

6-22 Buckley’s Uses a Two-Sided Message

6-23 An Ad Using a Refutation Appeal

6-24 Verbal vs. Visual Messages

6-25 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

6-26 Message Appeal Choices Appeal to the logical, rational minds of consumers Appeal to both Appeal to the feelings and emotions of consumers

6-27 Message Appeal Options Fear Appeals Fear Appeals May stress physical danger or threats to health May identify social threats Can backfire if level of threat is too high May stress physical danger or threats to health May identify social threats Can backfire if level of threat is too high Comparative Ads Comparative Ads Especially useful for new brands Often used for brands with small market share Used often in political advertising Especially useful for new brands Often used for brands with small market share Used often in political advertising Humor Appeals Humor Appeals Can attract and hold attention Often the best remembered Puts consumers in a positive mood Can attract and hold attention Often the best remembered Puts consumers in a positive mood

6-28 Miller Lite’s Comparative Advertising

6-29 Fear Appeals and Message Acceptance

6-30 Humor Appeals Does not aid persuasion in general Cons May harm recall and comprehension May harm complex copy registration Does not aid source credibility Not effective in bringing about sales May wear out faster than non-humorous ads Aids attention and awareness Pros 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

6-31 Humor in Print Media

6-32 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

6-33 Personal vs. Non-personal Channels Personal Selling Flexible Powerful Real time Flexible Powerful Real time Geared to large audience Static Geared to large audience Static Non-personal Advertising

6-34 Differences in Information Processing Self-Paced Media Self-Paced Media Newspapers Magazines Direct Mail Internet Newspapers Magazines Direct Mail Internet Radio Television Radio Television Externally Paced Media vs.

6-35 Context and Environment

6-36 Commercial Clutter is a Problem