1. Source, Message and Channel Factors
Chapter Six
Source, Message and Channel Factors
Source, Message and Channel Factors
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Source Attributes and Receiver Processing Modes
Credibility
Internalization
Credibility
Internalization
Relation to text This slide relates to material on pp and Figure 6-2 of the text.
Summary Overview This slide shows the various categories of source attributes and receiver processing modes associated with each one. The three basic source attributes and processing modes associated with each are as follows:
Credibility – the extent to which the recipient sees the source as having relevant knowledge skill or experience and trusts the source to give unbiased, objective information.
Internalization – the process by which a receiver adopts the position advocated by the source because it is perceived as accurate and makes it part of his or her belief system
Attractiveness – refers to the similarity, familiarity, and/or likeability of the source
Identification – the process by which an individual is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, or behaviors.
Power – refers to the ability (real or perceived) of the source to administer rewards or punishment to the receiver
Compliance – the process by which the receiver accepts the position advocated by the source to receive rewards or avoid punishment.
Use of this slide This slide can be used to introduce the major categories of source attributes and the mode through which each can lead to persuasion.
Attractiveness
Attractiveness
Identification
Identification
Power
Compliance

3. Relationship to Product
Source Credibility
Knowledge
Knowledge
Relationship to Product
Skill
Skill
Expertise
Expertise
Relation to text This slide relates to material on pp of the text.
Summary Overview There are two important dimensions to source credibility, expertise and trustworthiness. Marketers recognize that expertise is extremely important and choose spokespersons who have knowledge, skill, or experience with a particular product or in a service area. Endorsements from individuals or groups recognized as experts, such as doctors or dentists are common in advertising. While expertise is important, the target audience must find the source believable. Trustworthiness relates to the source’s objectivity, honesty, and believability.
Use of this slide This slide can be used to show the basic dimensions of source credibility, expertise and trustworthiness. Research has shown that expert and/or trustworthy sources are more persuasive than sources that have less expertise or trustworthiness. As such, marketers try to select individuals whose credibility traits will maximize their influence.
Trustworthy
Trustworthy
Character
Unbiased
Unbiased
Objective

4. Experts Lend Authority to an Appeal
Relation to text This slide relates to material on p. 167 and Exhibit 6-2 of the text.
Summary Overview This slide shows an ad for Dove soap promoting the fact that it recommended by dermatologists who are experts in skin care. This is an example of the use of source credibility where companies use endorsements from individuals or groups recognized as experts, such as doctors or dentists.
Use of this slide This slide can be used to demonstrate how advertisers apply the concept of source expertise in their advertising messages. Dove is using an endorsement from a highly credible group, dermatologists, to encourage consumers to use the product.

5. Endorsement by a “Celebrity Expert”
Relation to text This slide relates to material on pp and Exhibit 6-1 of the text.
Summary Overview This slide shows an ad for Head tennis racquets featuring Andre Agassi as the spokesperson. Agassi is a very effective spokesperson for Head since he is one of the top tennis players in the world and is also very popular.
Use of this slide This slide can be used to show an example of a source who has high credibility because of his knowledge, skill, and expertise regarding a product and also because of his celebrity status.

6. Source Attractiveness
Similarity
Resemblance between the source and recipient of the message
Similarity
Knowledge of the source through repeated or prolonged exposure
Mere exposure effect
Familiarity
Familiarity
Affection for the source resulting from physical appearance, behavior, or other personal traits
Likeability
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the various components of source attractiveness which include similarity, familiarity, and likeability. A summary of each characteristic follows:
Similarity – resemblance between the source and the recipient of the message. Marketers recognize that people are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity (e.g. similar needs, goals, interests, lifestyles).
Familiarity – knowledge of the source through exposure. Familiarity is enhanced through repeated or prolonged exposure.
Likeability – affection for the source as a result of physical appearance, behavior, or other personal traits. Consumers can admire physical appearance, talent, and/or personality even if the source is not well known or a celebrity.
Use of this Slide This slide can be used to explain the three basic characteristics of source attractiveness. Marketers recognize that receivers of persuasive communications are more likely to attend to and identify with people they find likable or similar to themselves. Marketers often choose individuals who are admired such as TV and movie stars, athletes, and other popular individuals to deliver their messages.

7. Risks of Using Celebrities
The celebrity may overshadow the product being endorsed (over shadowing)
The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility (over exposure)
The celebrity may be overexposed, reducing his or her credibility
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the risks associated with using a celebrity as an advertising spokesperson. Although celebrities can be effective in gaining attention and influencing consumers, there are some factors that must be considered before deciding to use them. These are:
Overshadowing the product – advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, but not overshadow the brand.
Overexposure – consumers can become skeptical when a celebrity endorses too many products or companies and becomes overexposed.
Target audiences’ receptivity – it is important for marketers to select a celebrity endorser who matches and is well received by the advertiser’s target audience.
Risk to the advertiser – the advertiser needs to select an endorser who will not embarrass the company. Researching the celebrity’s personal life and background to reduce this risk is becoming common.
Use of this slide This slide can be used to demonstrate the risks to the advertiser when selecting a celebrity spokesperson. It is important for advertisers to consider these factors in their decisions as they spend huge sums of money for celebrities to appear in their ads and endorse their companies and brands.
The target audience may not be receptive to celebrity endorsers (receptivity)
The target audience may not be receptive to celebrity endorsers
The celebrity’s behavior may pose a risk to the company

8. Modes of Celebrity Presentation
Endorsements
Endorsements
Identification
Testimonials
Testimonials
Celebrity
Relation to text This slide relates to material on pp regarding the use of celebrities in advertising.
Summary Overview This slide summarizes the various ways celebrities can be used in advertising and other types of promotional messages. Endorsements are discussed at length in this chapter, but there are other ways celebrities can be used including through testimonials, placements, dramatizations, as company representatives, and as someone with whom consumers can simply identify.
Use of this slide This slide can be used to discuss the various ways celebrities can be used in advertising and other forms of integrated marketing communications.
Representatives
Representatives
Placements
Placements
Dramatizations
Dramatizations

9. Undermining the Traditional Approach
Relation to text This slide relates to material on pp and Exhibit 6-7 of the text.
Summary Overview This slide shows an ad for Dove’s Firming lotion, cream, and body wash featuring “real women.” Unilever’s Dove brand has long eschewed the use of supermodels in its ads and used everyday women and girls who resemble its typical consumers.
Use of this slide This slide can be used to show an example of how some companies use marketing campaigns that take a non- traditional approach to beauty care advertising by telling women, as well as young girls, that they’re beautiful just the way they are rather than relying upon glamorous supermodels. You might ask students if they think this type of advertising is more effective than using slender supermodels to promote beauty car products.

10. Source Power Source Power Perceived control Perceived control
Relation to text This slide relates to material on p. 178 of the text.
Summary Overview This slide shows that source power depends on several factors. The source must be perceived as being able to administer positive or negative sanctions to the receiver (perceived control) and the receiver must think the source cares about whether or not the receiver conforms (perceived concern). The receiver’s estimate of the source’s ability to observe conformity is also important (perceived scrutiny).
Use of this slide This slide can be used to discuss the use of source power and its possible applications, such as in personal selling.
Perceived concern
Perceived concern
Perceived scrutiny

11. Recall and Presentation Order
Relation to text This slide relates to material on pp and Figure 6-5 of the text.
Summary Overview Message structure is very important to overall communication effectiveness. A basic consideration in the design of a persuasive message is the order of presentation of message arguments. Research on learning and memory generally indicate that items presented first and last are remembered better than those presented in the middle. This chart shows that the strongest arguments should be placed at the beginning or end of the message, but not in the middle.
Use of this slide This slide can be used to explain message recall as a function of order of presentation. Presenting the strongest arguments at the beginning of the message assumes a primacy effect is operating whereby information presented first is most effective. Putting the strong points at the end assumes a recency effect, whereby the last arguments are most persuasive.
Beginning
Middle
End

12. Message Argumentation/Sidedness
One-sided Messages: only mention support arguments, only positive attributes
Most ads are one-sided – advertisers want to avoid introducing any form of doubt or confusion.
Works better with low NFC, uneducated and low involvement audiences.
Example: “Vote George Bush – he’ll keep our country safe.”
Two-sided Messages: mention both support and counter-arguments (positive and negative points are presented)
Better for audience members who
are pre-disposed to disagree with the advocated position
have more education
are higher NFC
are higher-involvement
Example: “Despite the ailing economy, George Bush is a good president.”
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.

13. Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup
Relation to text This slide relates to material on pp and Exhibit 6-10 of the text.
Summary Overview This slide shows an ad for Buckley’s cough syrup that is a good example of a two-sided message whereby a marketer presents both positive and negative information about a product. As discussed in Chapter 6, W.K. Buckley Limited has become one of the leading brands of cough syrup in Canada by using a blunt two-sided slogan, “Buckley’s Mixture. It tastes awful and it works.” Ads for the brand poke fun at the cough syrup’s terrible taste but also suggest that the taste is a reason why the product is effective. Buckley’s has a long history of dwelling on the negative, with ads containing such promises as, “Relief is just a yuck away, and “Not new. Not improved.” The humorous, two-sided ads have helped make the Buckley’s the number 3 brand of cough syrup in Canada and the company is using the campaign to enter the U.S. market
The Buckley’s ad for shows how the company uses a two-sided message strategy. The headline mentions the positive aspect of taking Buckley’s by noting that it is “Everything you want in a cough remedy.” It also notes the negative with the statement “And nothing you want in taste.” The copy of the ad explains how Buckley’s will help get rid of a nasty cough due to a cold but acknowledges the terrible taste of the product. The strategy being used by Buckley’s is to suggest that the awful taste is the reason its cough syrup is so effective.
Use of this slide This slide can be used to show an example of a two-sided message structure whereby an advertiser shows a negative feature of a product as well as positive attributes.

14. Message Argumentation/Sidedness
Refutational Appeals: A two-sided message which refutes the opposing viewpoint.
Allows for psychological inoculation against counter-arguments made by self or others.
Often used in comparative advertising
Useful when you expect receivers to counter-argue your message (usually in high NFC or high-involvement situations).
Example: “Bush’s opponents say Americans are unhappy with the war against terror, but nothing could be further from the truth. Studies show Americans feel safer than ever under George Bush’s leadership. Vote for George Bush.”
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.

15. Logical vs. Emotional Appeal
Appeal mostly to the logical, rational minds of consumers
Appeal mostly to the feelings and emotions of consumers
Relation to text This slide relates to material on pp of the text.
Summary Overview One of the advertiser’s most important creative strategy decisions involves the choice of an appropriate appeal. There are two broad categories of message appeals:
Rational – focus on consumer’s practical, functional, or utilitarian needs
Emotional – focus on consumer’s social and/or psychological needs or feelings
Many believe that the most effective advertising combines the practical reasons for purchasing a product with emotional values.
Use of this slide This slide can be used to introduce the broad categories of message appeals, emotional and rational appeals. Subsequent slides will discuss the message appeal options of comparative advertising, fear, and humor appeals.
Appeal to both the logical, rational minds of consumers and to their feelings and emotions

16. Comparative Advertising
Definition: Mentioning/showing the competitor in your ad by way of comparison (and typically how we are better)
History: Early 80’s FTC lifts the ban on CA to enhance the provision of choice-making information to consumers.
Legal issues: Advantages must be substantiated
Used offensively (attack) or defensively (“fight back”)
CA appeals used less nowadays
The confusion aspect: Which brand was advertised???!, though consumers may remember attributes advertised.
Great for newly launched products with small (or zero) market share that offer a distinct edge over the competition.
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.

17. Comparative Advertising, cont.
Political ads
Negative information tends to overshadow positive information
Typically more effective to besmirch the opponent than to praise one’s self.
Exception: Negative tit-for-tat exchanges (“mudslinging”) usually wind up helping neither candidate.
Too much attacking results in negative perceptions of the attacking brand.
Moral: Attack in moderation.
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.

18. Miller Lite Uses Comparative Advertising to Attack Bud Light
Relation to text This slide relates to the material in IMC Perspective 6-1 on page 183 of the text.
Summary Overview This slide shows a print ad that the Miller Brewing Company ran as part of its “Good Call” advertising campaign. The comparative ad campaign hammered home the message that the Miller’s beers are better tasting than Anheuser-Busch brands such as Budweiser and Bud Light. This ad for Miller Lite questions why ads for Bud Light keep discussing freshness instead of taste. The copy suggests that it is because a national taste test found that Bud Light drinkers said that Miller Lite had more taste than their brand. It encourages Bud Light drinkers to take the challenge and try Miller Lite to see which beer tastes better.
Use of this slide This ad is an example of how the Miller Brewing Company effectively used comparative advertising to take on Anheuser-Busch brands. As discussed in IMC Perspective 6-1, the comparative campaign has been very successful as Miller Lite sales increased by 10 percent and reached their highest level in a decade.

19. Fear Appeals Fear has facilitating effects and inhibiting effects.
Facilitation = motivation to approach/avoid something
Inhibition = discouragement from approaching/avoiding something
Moderate fear appeals work best by encouraging facilitation and minimizing inhibition.
Too much fear: the audience tunes out the message
Low credibility or elaboration of harmful consequences is hedonically unpleasant.
Too little fear: the audience isn’t motivated enough to do anything.
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.

20. Fear Appeals and Message Acceptance
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.

21. Threat Plus Solution Gently Persuades
Relation to text This slide relates to material on pp and Exhibit 6-14 of the text.
Summary Overview This slide shows an ad for Havrix Hepatitis A Vaccine and is a good example of the use of a moderate fear appeal approach. The ad educates its reader by explaining the risks of contacting Hepatitis A while traveling outside the U.S. To reduce the anxiety created by this information a solution is offered which is a vaccination with Havrix.
Use of this slide This slide can be used to show an example of a fear appeal. This ad uses a mild fear appeal, and reduces anxiety by offering a solution to the problem.

22. Humor Appeals
Relation to text This slide relates to material on pp. 185 –186 and Exhibit 6-15 of the text.
Summary Overview This slide shows a humorous print ad for Altoids gum and is a very good example of how humor can be executed in print media. This award-winning magazine ad was used to attract attention and generate curiosity about the new brand.
Use of this slide This slide can be used to show the use of humor in print advertising and aid in a discussion of why advertisers use humor. Humorous appeals can be difficult to execute in print advertisements but the Leo Burnett agency has been able to do so very effectively with the ads it creates for Altoids.

23. Pros and Cons of Using Humor
Aids attention, awareness and repeat attention
Aids attention and awareness
Does not aid persuasion in general
Does not aid persuasion in general
May aid retention of the message
May aid retention of the message
May harm recall and comprehension
May harm recall and comprehension
Creates a positive mood and enhances persuasion
Creates a positive mood and enhances persuasion
Relation to text This slide relates to material on pp and Figure 6-7 of the text.
Summary Overview This slide summarizes findings from a study conducted of top advertising agency research and creative directors regarding the pros and cons of using humor.
Positive aspects of humor include the following:
May aid attention and awareness
May aid retention of the message
May create a positive mood and enhance persuasion
May aid name and simple copy point registration
May serve as a distracter and reduce counterarguing
Problems associated with humor include the following:
May not aid persuasion in general
May harm recall and comprehension
May harm complex copy registration
May not aid source credibility
May not be effective in producing sales
May wear out faster than non-humorous ads
Use of this slide This slide can be used to discuss the pros and cons of using humor appeals. Although, humorous ads are some of the best known and most memorable of all advertising messages, not every product or every marketing situation lends itself to humor. Advertisers should consider these pros/cons in their decisions regarding the use of humor to attract attention and gain awareness for their products.
May harm complex copy registration
May harm complex copy registration
May aid name and simple copy registration
May aid name and simple copy registration
Does not aid source credibility
Humor is not universal
May serve as a distracter, reducing counterarguing
May serve as a distracter, reducing counterarguing
Is not effective in bringing about sales
Good “universal” humor is hard to produce!
Company seen as clever – carries over to products
May wear out faster than non-humorous ads

24. Favorable Unfavorable
Where humor works
Favorable
Unfavorable
Creative personnel
Management
Radio and television
Less suited for direct mail and newspapers
Relation to text This slide relates to material on pp and Figure 6-7 of the text.
Summary Overview This slide summarizes findings from a study conducted of top advertising agency research and creative directors regarding the use of humor. The slide shows that humor is favored by creative directors; perceived as working best on radio and TV, for consumer nondurables, business services and product related to the humorous play.
Research directors are less favorable regarding the use of humor and it is seen as less valuable for direct mail and newspapers, corporate advertising, industrial products, and products and services that are sensitive in nature.
Use of this slide This slide can be used to discuss the pros and cons of using humor appeals. Although, humorous ads are some of the best known and most memorable of all advertising messages, not every product or every marketing situation lends itself to humor. Reasons for different perspectives regarding the value of humor might be discussed.
Consumer non- durables
Corporate advertising
Business services
Industrial products
Products that are humorous
Goods and services of a sensitive nature

25. Audiences Unfavorable
Where humor works
Audiences Favorable
Audiences Unfavorable
Younger
Older
Relation to text This slide relates to material on pp and Figure 6-7 of the text.
Summary Overview This slide summarizes the favorable and unfavorable target audiences for the use of humor appeals. Favorable audiences for using humor are younger, more educated, up-scale, and professional. Humor also works better with males than females. Unfavorable audiences are generally less educated, older, lower scaled, and semi or unskilled occupations.
Use of this slide This slide can be used to discuss the findings of a study conducted of the top advertising agencies executives relative to the favorable and unfavorable target audiences for the use of humor appeals. The types of audiences best/least suited to humor appeals are listed on the slide.
Well educated
Less educated
Males
Females
Professional
Semi- or Unskilled

26. Self- versus Externally Paced Media
Self-Paced
Media
Self-Paced
Media
Externally Paced
Media
Newspapers
Magazines
Direct Mail
Internet
Radio
Television
Relation to text This slide relates to material on pp of the text.
Summary Overview The final controllable variable of the communications process is the channel or medium used to deliver the message to the target audience. There are basic differences in the manner and rate at which information from various forms of media is transmitted and can be processed. The two broad classifications of media are:
Self-paced – readers/viewers process the ad at their own rate. Self-paced media include print media such as newspapers, magazines, and direct mail as well as the Internet.
Externally-paced – the transmission rate is controlled by the medium. Externally- paced media include radio and television.
Use of this slide This slide can be used to explain the concept of self-paced versus externally-paced media. Some implications for advertisers are that self-paced media make it easier for the message recipient to process long, complex messages. Advertisers can use print media or the Internet to present a detailed message with a lot of information.
Externally-paced media are more effective for shorter message and are good for getting attention and then directing consumers to specific print media or the Internet where more detailed information can be presented.
vs.

27. Contextual Appeals ? Effects of media: “The media is the message”.
Contextually Congruent vs. Contextually Incongruent Advertising: Which works better?
Contextually Congruent: An ad for Apple’s new IPad appears in a computing magazine.
Contextually Incongruent: An ad for Apple’s new IPad appears in a sports magazine.
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond. ? or

28. Contextual Appeals, cont.
Show likeability correlates with ad likeability, recall and awareness.
Note that show likeability can result from show content that is either negative (sad, disturbing, frustrating, etc.) or positive (happy, uplifting, pleasant, etc).
Positive shows produce more positive reactions to advertising than negative shows.
Many advertisers (i.e. Coke) avoid advertising during shows that create negative moods (“feel-bad” programming).
Question: Is it ever a good idea to advertise during ”feel-bad” programming?
Relation to text This slide relates to material on pp and Figure 6-7 of the text.
Summary Overview This slide summarizes the favorable and unfavorable target audiences for the use of humor appeals. Favorable audiences for using humor are younger, more educated, up-scale, and professional. Humor also works better with males than females. Unfavorable audiences are generally less educated, older, lower scaled, and semi or unskilled occupations.
Use of this slide This slide can be used to discuss the findings of a study conducted of the top advertising agencies executives relative to the favorable and unfavorable target audiences for the use of humor appeals. The types of audiences best/least suited to humor appeals are listed on the slide.

29. The Image of a Magazine Can Enhance an Ad
Relation to text This material relates to the material on pp of the text.
Summary Overview This slide shows a cover of Travel & Leisure magazine and provides an example of how magazines can create a favorable reception environment for advertising. Travel-related magazines such as Travel & Leisure contain stories, pictures and other ads that help get readers excited about travel and thus create a very favorable climate for advertising.
Use of this slide This slide can be used as part of a discussion of qualitative media effects and the reception environment that magazines create for advertisers. Media planners give considerable attention to the context or environment in which an ad will appear.