Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 06 Source, Message, and Channel Factors

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 6-2

Source Attributes & Receiver Processing Modes 6-3

Source Credibility Source Ethical Honest Unbiased Believable Knowledgeable Trustworthy Skillful Experienced 6-4

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 6-5

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 6-6

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 6-7

Trust Risk Familiarity Likability Choosing a Celebrity Endorser Factors Match w/audience Match w/product Image Cost 6-8

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 6-9

Source Power Perceived control Perceived concern Perceived scrutiny Compliance 6-10

Message Appeal Choices Appeal to the logical, rational minds of consumers Appeal to both Appeal to the feelings and emotions of consumers 6-11

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 6-12

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 6-13

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 6-14

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. 6-15