1. Message Appeals and Endorsers
INTEGRATED MARKETING
COMMUNICATIONS
IN ADVERTISING AND PROMOTION
CHAPTER 9
Message Appeals and Endorsers
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2. Chapter Objectives After reading this chapter you should be able to:
Appreciate the efforts advertisers undertake to enhance the consumer’s motivation, opportunity, and ability to process ad messages.
Describe the role of endorsers in advertising.
Explain the requirements for an effective endorser.
Appreciate the factors that enter into the endorser-selection decision.
Discuss the role of Q Scores in selecting celebrity endorsers.
Describe the role of humor in advertising.
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9–2

3. Chapter Objectives (cont’d) After reading this chapter you should be able to:
Explain the logic underlying the use of appeals to fear in advertising.
Understand the nature of appeals to guilt in advertising.
Discuss the role of sex appeals, including the downside of such usage.
Explain the meaning of subliminal messages and symbolic embeds.
Appreciate the role of music in advertising.
Understand the function of comparative advertising and the considerations that influence the use of this form of advertising.
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9–3

4. Why Only Generalizations About the Creation of Advertising Messages
Why advertising approaches are not effective across all products, services, and situations:
Buyer behavior is complex, dynamic, and variable across situations
Advertisements are themselves highly varied entities
Advertising products differ greatly in terms of technological sophistication and ability to involve consumers
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5. Consumer Characteristics (MOA Factors) Choice of Influence Strategy
Enhancing Consumers’ Motivation, Opportunity, and Ability (MOA) to Process Advertisements
Consumer Characteristics (MOA Factors)
Brand Strength
Choice of Influence Strategy
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6. Figure 9.1
Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Brand Information
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7. Figure 9.1
Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Brand Information (cont’d)
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8. Motivation to Attend to Messages
Voluntary Attention
Is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals
Involuntary Attention
Occurs when attention is captured by the use of attention-gaining techniques rather than by the consumer’s inherent interest in the topic at hand.
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9. Attracting Voluntary Attention
Appeals to Informational and Hedonic Needs
Use of Intense or Prominent Cues
Use of Novel Stimuli
Use of Motion
How Marcom Messages Attract Attention
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10. An Appeal to Informational Needs
Figure 9.2
An Appeal to Informational Needs
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11. Using Novelty to Attract Attention
Figure 9.3
Using Novelty to Attract Attention
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12. Using Intensity to Attract Attention
Figure 9.4
Using Intensity to Attract Attention
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13. Using Prominence to Attract Attention
Figure 9.5
Using Prominence to Attract Attention
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14. Using Motion to Attract Attention
Figure 9.6
Using Motion to Attract Attention
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15. Motivation to Process Messages
Enhance Consumer Processing Motivation By:
Increasing the relevance of brand to consumers
Increasing consumer curiosity about brand
Relevance Methods
Appealing to consumers’ fears
Making dramatic presentations
Posing rhetorical questions
Curiosity Methods
Using humor
Presenting little information
Creating suspense or surprise
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16. Using Suspense to Enhance Processing Motivation
Figure 9.7
Using Suspense to Enhance Processing Motivation
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17. Opportunity to Encode Information
The Communicator’s Goal
To provide consumers with opportunities to encode information
Promoting Proper Encoding By:
Facilitating the repetition of brand information
Reducing consumer processing time through the use of pictures and distinct imagery to convey a message
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18. Using a Gestalt to Reduce Processing Time
Figure 9.8
Using a Gestalt to Reduce Processing Time
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19. Ability to Encode Information
The Communicator’s Goal
To increase consumers ability to encode information
Promoting Encoding Ability By:
Using verbal framing to provide context for consumers in accessing brand-based knowledge structures
Creating knowledge structures to facilitate exempla-based learning
Analogies
Demonstrations
Concretizations
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20. The Use of Analogy to Create a Knowledge Structure
Figure 9.9
The Use of Analogy to Create a Knowledge Structure
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21. Consumer Learning and Retrieval of Brand Information
Concretizing
Is the idea that it is easier for people to remember and retrieve tangible rather than abstract information
Exemplar-based learning is accomplished by using concrete words and examples
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22. Exemplar-Based Learning with Concretization
Figure 9.10
Exemplar-Based Learning with Concretization
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23. The Role of Celebrity Endorsers in Advertising
Endorsements
Celebrity endorsers
Typical-person endorsers
Endorser Effectiveness
Credibility (internalization)
Consumer’s acceptance of the endorser’s position on an issue as his or her own
Attractiveness (identification)
Identifying with the endorser and adopting of the endorser’s attitudes, behaviors, interests, or preferences
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24. Top Endorsement Incomes of American Athletes, 2007
Table 9.1
Top Endorsement Incomes of American Athletes, 2007
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25. The Five Components in the TEARS Model of Endorser Attributes
Table 9.2
The Five Components in the TEARS Model of Endorser Attributes
T = Trustworthiness
The property of being perceived as honest, believable, dependable—as someone who can be trusted but not an expert.
E = Expertise
The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand.
A = Physical attractiveness
The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness.
R = Respect
The quality of being admired or even esteemed due to one’s personal qualities and accomplishments.
S = Similarity (to the target audience)
The extent to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship (age, gender, ethnicity, etc.).
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26. Endorser Selection Considerations: The “No Tears” Approach
Factors in Selecting Celebrity Endorsers:
Celebrity and Audience Matchup
Celebrity and Brand Matchup
Celebrity Credibility
Celebrity Attractiveness
Cost Considerations
Working Ease or Difficulty Factor
Saturation Factor
The Trouble Factor
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27. Endorser Selection Considerations: The Role of Q Scores
Performer Q (Quotient) Scores
Based on representative panel responses to questionnaire:
Have you heard of this person? (a measure of familiarity)
If so, do you rate him or her poor, fair, good, very good, or one of your favorites? (a measure of popularity)
Calculation of Q Score:
Percentage of panel rating performer as favorite Percentage of panel familiar with performer
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28. The Role of Humor in Advertising
Use of Humor in Ads:
Attracts attention to ads
Can increase recall of ad’s message points
Can elevate liking of ad and ad’s brand
Does not harm comprehension of an ad
Does not necessarily increase ad’s persuasion
Does not enhance source credibility
Is appropriate for established products which are already viewed positively
Has variable effects on different individuals, audiences, and in different cultures
Can be too distracting to receivers
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29. The Use of Humor in Magazine Advertising
Figure 9.11
The Use of Humor in Magazine Advertising
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30. Appeals to Consumer Fears
Fear-Appeal Logic
Stimulate audience involvement with a message
Appropriate Intensity of Threat Level
Promote acceptance of message arguments
Social Disapproval (Not using the advertised brand)
Consumers’ Motivation to Avoid Negative Consequences
Physical Danger (Engaging in unsafe behavior)
Scarcity: Psychological Reluctance (Fear of losing out)
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31. Appeals to Consumer Guilt
Breaking rules
Violating standards or beliefs
Appeal:
Feelings of guilt can be relieved by product
Ineffective Guilt Ads
If guilt appeal lacks credibility
If ad is perceived as manipulative
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32. The Use of Sex in Advertising
What Role Does Sex Play in Advertising?
Initial attentional lure—the stopping power role of sex
Enhance recall of message points
Evoke emotional responses such as feelings of arousal or lust.
To elicit a positive reaction, sexual content must be appropriately relevant to the subject matter.
Potential Downside of Sex Appeals
Interference with processing of message arguments and reduction in message comprehension
Demeaning to females and males
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33. An Appropriate Use of Sex in Advertising
Figure 9.12
An Appropriate Use of Sex in Advertising
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34. Subliminal Messages and Symbolic Embeds
Subliminal Defined
The presentation of stimuli at a speed or visual level that is below the conscious threshold of awareness
Forms of Subliminal Stimulation
Visual stimulation using a tachistoscope
Accelerated speech in auditory messages
Embedding of hidden symbols
Does Subliminal Advertising Work?
A variety of practical problems prevent embedding from being effective in a realistic marketing context
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35. The Functions of Music in Advertising
Attracting Attention
Promoting a Positive Mood
Increasing Receptivity of Message
Communicating Meanings
Communication Functions of Music
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36. The Role of Comparative Advertising
Is the practice in which advertisers directly or indirectly compare their products against competitive offerings and claim superiority
Varies in the direct explicitness of comparisons
Is illegal in some countries
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37. Illustration of a Direct Comparison Advertisement
Figure 9.13
Illustration of a Direct Comparison Advertisement
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38. Illustration of an Indirect Comparison Advertisement
Figure 9.14
Illustration of an Indirect Comparison Advertisement
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39. Is Comparative Advertising More Effective?
Effectiveness of Comparative Advertising
Less believable than noncomparative advertising
Enhances brand name recall
Better recall of message arguments
Creates stronger purchase intentions
Generates more purchases
Creates more favorable attitudes for brand
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40. Considerations Dictating the Use of Comparative Advertising
Situational Factors
The Credibility Issue
Distinctive Advantages
Assessing Effectiveness
Issues in Deciding to Use Comparative Advertising
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