1. Verbal versus Visual Message
Many ads provide minimal amounts of information and rely on visual elements to communicate.
Visual images are often designed to support verbal appeals.

2. Verbal versus Visual Message
When verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of product attributes.
However, when the verbal information was already high in imagery value, the addition of pictures did not increase recall.
The use of a visual that is inconsistent with the verbal content leads to more recall and greater processing of the information presented.

4. Comparative Advertising
CA is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes.
Recall is higher for CA than noncomparative messages, but CA are generally not more effective for other response variables, such as brand attitudes or purchase intentions.
CA may be particularly useful for new brands, since it allows a new market entrant to position itself directly against the more established brands and to promote its distinctive advantages.

5. Comparative Advertising
CA is often used for brands with a small market share, e.g. Pepsi-1, 2.
On the other hand, market leaders often hesitate to use comparison ads, as most believe they have little to gain by featuring competitors’ products in their ads.
Another area where comparative messages are quite commonly used is political advertising.

6. Comparative Advertising

7. Message Format Print ad: headline, copy, illustration, and color.
Radio ad: words, voice qualities, and vocalizations.
TV ad: body language.

8. Message Source Source Attribute Process Credibility Internalization
Attractiveness
Identification
Power
Compliance

9. Source Credibility
Credibility is 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 receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.
Two dimensions: expertise and trustworthiness.

10. Source Credibility Applying expertise Applying trustworthiness
Oral-B: 全球最多牙醫選用的品牌。
Extra無糖口香糖：世界牙醫聯盟認可。
Applying trustworthiness
電視主播、宗教領袖、孫越
Using corporate leaders as spokespeople
達美樂、LG、Chrysler (Lee Iacocca)
Pros & Cons

11. AGV uses the anchorperson as an advertising spokesperson

12. Dell Computer uses its founder and CEO as an advertising spokesperson

13. Limitations of Credible Sources
High-Credibility → Asset and Low-Credibility → Liability ?
A very credible source is more effective when message recipients are not in favor of the position advocated in the message.
A very credible source is less important when the audience has a neutral position, and such a source may even be less effective than a moderately credible source when the receiver’s initial attitude is favorable.
Sleeper effect: the persuasiveness of a message increases with the passage of time.
However, many studies have failed to demonstrate the presence of a sleeper effect.

14. Source Attractiveness
Attractiveness encompasses similarity, familiarity, and likability.
Identification: the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.
Two dimensions: similarity and likability.

15. Applying Similarity
Similarity: resemblance between the source and the receiver of the message.
Similar people or situations 多芬 飛柔
保力達B
台新銀行現金卡

16. Likability
An affection for the source as a result of physical appearance, behavior, or other personal traits.
Applying likability
Using celebrities
Decorative models

17. Using Celebrities
Nearly 20% of all TV commercials feature celebrities.
E.g. Tiger Woods, 周星馳, 周潤發.
Stopping power: draw attention to advertising messages in a very cluttered media environment.
Congruity theory

18. Pepsi used pop star Brittany Spears as an endorser for several years

19. Yao Ming is a Popular Endorser in China

20. Choosing a Celebrity Endorser
Factors
Match w/audience
Match w/product
Image
Cost
Trust
Risk
Familiarity
Likability

21. Cyclist Lance Armstrong helps position PowerBar as a product that provides energy to athletes

22. Endorser Traits

23. Using Celebrities Overshadowing the product Overexposure
Target audiences’ receptivity
Knowledge, attitude
Endorsed by no one: New Balance.
Risk to the advertiser
Pepsi – Mike Tyson, Michael Jackson, Madonna

24. Celebrities Sell Out Don’t want fans to think they’ve sold out.
Examples:
Meg Ryan – cosmetics and tea
Brad Pitt – canned coffee and blue jeans
Demi Moore – protein drink
Harrison Ford – Kirin beer
Star’s Fascination, Culture, International

25. Decorative Models
Physically attractive communicators generally have a positive impact and generate more favorable evaluations of both ads and products than less attractive models.
Gender appropriateness and relevance to the product
An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall.

26. Source Power
A source has power when he or she can actually administer rewards and punishments to the receivers.
The power of the source depends on three factors: perceived control, perceived concern, and perceived scrutiny.
Compliance: the receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment.

27. Source Power
Power as a source characteristic is very difficult to apply in a nonpersonal influence situation such as advertising.
An indirect way of using power is by using an individual with an authoritative personality as a spokesperson.
The use of source power applies more in situations involving personal communication and influence.

28. Source Power