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Belch Chapter 6: Source, Message & Channel Factors
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Source, Message andChannel FactorsSource, Message andChannel Factors
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Persuasion Matrix
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Who will be effective in
getting consumers’ attention?
Who will be effective in
getting consumers’ attention?
Source/attentionSource/
attention
4
Receiver/comprehension
Receiver/comprehension
Can the receiver
comprehend the ad?
Can the receiver
comprehend the ad?
1
Which media will increase presentation?
Which media will increase presentation?
Channel/presentation
Channel/presentation
2
What type of message will
create favorable attitudes?
What type of message will
create favorable attitudes?
Message/yielding
Message/yielding
3
Receiver/comprehension
Receiver/comprehension
Channel/presentation
Channel/presentation
Message/yielding
Message/yielding
Promotional Planning Elements
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotional PlanningPromotional Planning
CredibilityCredibility
AttractivenessAttractiveness
PowerPower
InternalizationInternalization
IdentificationIdentification
ComplianceCompliance
CredibilityCredibility InternalizationInternalization
AttractivenessAttractiveness IdentificationIdentification
Source Attributes and Receiver Processing Modes
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Source AttributeSource Attribute ProcessProcess
SkillSkill
KnowledgeKnowledge
ExpertiseExpertise
UnbiasedUnbiased
TrustworthyTrustworthy
ObjectiveObjective
UnbiasedUnbiased
TrustworthyTrustworthy
ExpertiseExpertise
SkillSkill
KnowledgeKnowledge
Source Credibility
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SourceSource
InformationInformation
Experts Lend Authority to an Appeal
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Endorsement by Both a Celebrity and an Expert
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Source Attractiveness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Resemblance between the source and
recipient of the message
Resemblance between the source and
recipient of the message
SimilaritySimilarity
Knowledge of the source through
repeated or prolonged exposure
Knowledge of the source through
repeated or prolonged exposure
FamiliarityFamiliarity
Affection for the source resulting from physical appearance,
behavior, or other personal traits
Affection for the source resulting from physical appearance,
behavior, or other personal traits
LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.
A) expertise; yielding B) expertise; identification C) power; identification D) attractiveness; identification E) attractiveness; internalization
The celebrity’s behavior may pose a risk to the company
The celebrity’s behavior may pose a risk to the company
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
Risks of Using Celebrities
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Meaning Movement and the Endorsement Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Energy and Power - In the Athlete and in the Product
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Yao Ming is a Popular Endorser in China
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
EndorsementsEndorsements
DramatizationsDramatizations
TestimonialsTestimonials
PlacementsPlacements
IdentificationIdentification
RepresentativesRepresentativesRepresentativesRepresentatives
DramatizationsDramatizations
PlacementsPlacements
TestimonialsTestimonials
EndorsementsEndorsements
Modes of Celebrity Presentation
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CelebrityCelebrity
Undermining the Traditional Approach
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Perceived controlPerceived control
Perceived concernPerceived concern
Perceived scrutinyPerceived scrutiny
Perceived controlPerceived control
Perceived concernPerceived concern
Source Power
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Source PowerSource Power
Recall and Presentation Order
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Reca
ll
Beginning Middle End
Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The campaign centered around the theme, “Pork, the Other White Meat” is designed to show consumers that pork is not all fat as some people think. These ads trying to convince consumers pork is as lean as chicken use:
A) conclusion drawing B) a fear appeal C) a refutational appeal D) a humorous appeal E) an affective conclusion
Appeal mostly to the logical, rational minds
of consumers
Appeal mostly to the logical, rational minds
of consumers
Message Appeal Choices
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal to both the logical, rational minds of consumers and to their
feelings and emotions
Appeal mostly to the feelings and emotions
of consumers
Appeal mostly to the feelings and emotions
of consumers
FearAppeals
FearAppeals
ComparativeAds
ComparativeAds
FearAppeals
FearAppeals
ComparativeAds
ComparativeAds
Message Appeal Options
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
HumorAppealsHumorAppeals
• May stress physical danger or threats to health
• May identify social threats: disapproval or rejection
• May backfire if the level of threat is too high
• May stress physical danger or threats to health
• May identify social threats: disapproval or rejection
• May backfire if the level of threat is too high
• May be especially useful for new brands
• Often used for brands with small market share
• Frequently use in political advertising
• May be especially useful for new brands
• Often used for brands with small market share
• Frequently use in political advertising
• They can attract and hold attention
• They are often the best remembered
• They put the consumer in a positive mood
• They can attract and hold attention
• They are often the best remembered
• They put the consumer in a positive mood
Miller Lite Used Comparative Advertising To Take on Bud Light
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Fear Appeals and Message Acceptance
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Threat Plus Solution Gently Persuades
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Pros and Cons of Using Humor
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Does not aid persuasion in general
Does not aid persuasion in general
Aids attention and awareness
Aids attention and awareness
ProsPros ConsCons
May harm recall and comprehension
May harm recall and comprehension
May harm complex copy registration
May harm complex copy registration
Does not aid source credibility
Does not aid source credibility
Is not effective in bringing about sales
Is not effective in bringing about sales
May wear out faster than non-humorous ads
May wear out faster than non-humorous ads
May aid retention of the message
May aid retention of the message
Creates a positive mood and enhances persuasionCreates a positive mood and enhances persuasion
May aid name and simple copy registration
May aid name and simple copy registration
May serve as a distracter, reducing counterarguing
May serve as a distracter, reducing counterarguing
Does not aid persuasion in general
Does not aid persuasion in general
Aids attention and awareness
Aids attention and awareness
May harm recall and comprehension
May harm recall and comprehension
May harm complex copy registration
May harm complex copy registration
Does not aid source credibility
Does not aid source credibility
Is not effective in bringing about sales
Is not effective in bringing about sales
May aid retention of the message
May aid retention of the message
Creates a positive mood and enhances persuasionCreates a positive mood and enhances persuasion
May aid name and simple copy registration
May aid name and simple copy registration
May serve as a distracter, reducing counterarguing
May serve as a distracter, reducing counterarguing
Clever Execution of Humor in a Print Ad
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Directors Opinions Regarding Use of Humor
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
FavorableFavorable UnfavorableUnfavorable
Creative personnelCreative personnel Research directors
Radio and televisionRadio and television
Consumer non-Consumer non-durables durables
Business servicesBusiness services
Products related to Products related to the humorous playthe humorous play
Less suited for direct mail and newspapers
Corporate advertising
Industrial products
Goods and services of a sensitive nature
Creative Directors Opinions Regarding Use of Humor
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Audiences Audiences FavorableFavorable
Audiences Audiences UnfavorableUnfavorable
Younger Older
Well educated
Up-scale
Males
Professional
Less educated
Down-scale
Females
Semi- or Unskilled
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self-PacedMedia
Self versus External Paced Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Newspapers
• Magazines
• Direct Mail
• Internet
• Newspapers
• Magazines
• Direct Mail
• Internet
• Radio
• Television
• Radio
• Television
Externally PacedMedia
Externally PacedMedia
vs.vs.vs.vs.
The Image of a Magazine Can Enhance an Ad
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin