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Source, Message and Channel
Factors
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The Persuasion Matrix
Independent variables: The Communications Components
Source Message Channel Receiver Destination
4
3
2
1
Messagepresentation
Attention
Comprehension
Yielding
Retention
Behavior
Dependent
Variables
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Promotional Planning
Through The Persuasion Matrix
1. Receiver/comprehension
Can the receiver comprehend the ad?
2. Channel/presentation
Which media will increase presentation?
3. Message/yielding
What type of message will create favorable
attitudes?4. Source/attention
Who will be effective in getting consumers
attention?
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Source Factors
The message by a source can be in either adirect or indirect manner.
A direct source is a spokesperson who delivers a promotional message,
demonstrates a product or service,
endorses a product or service
Spokespeople used in advertisements or a companys
sales representatives are examples of direct sources.
An indirect source does not actually deliver amessage but rather is
used to draw attention to or enhance the appearance of
a promotional message.
Decorative models indirect source
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Source Attributes and
Receiver Processing Modes
Source attribute Process
CompliancePower
IdentificationAttractiveness
InternalizationCredibility
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Source Credibility
The extend to which the source isseen as having:
Knowledge
Skill
Expertise
And the source is perceived asbeing:
Trustworthy
Unbiased
Objective
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Source Credibility
Limitations of high credible sources insome situations a high-credibility source
may be less effective than a moderate- or
low-credibility source When the receiver has a favorable initial
attitude or opinion, the use of a highly credible
source may lead the receiver to attribute his or
her opinion to the source rather than the
message being communicated.
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Source Credibility
Limitations of credible sources Howeverwhen a moderate- or low- credibility
source is used, the receiver cannot really
attribute his or her attitude or opinion tothe source.
The sleeper effect phenomenon is
another reason why a low-credibilitysource may be just as effective as a
source high in credibility.
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Source Attractiveness
Similarity Resemblance between the source and
recipient of the message
Familiarity
Knowledge of the source throughrepeated or prolonged exposure
Likeability Affection for the source resulting from
physical appearance, behavior, or otherpersonal traits
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The Use of Celebrities
Endorsements Celebrity, whether an expert or not, agrees to the use of his
or her name and image in the promotion of the product.
Testimonials
The celebrity, usually an expert with experience with the
product, attests to its value and worth.
Dramatizations
Celebrity actors or models portray the brand in use during
dramatic enactments designed to show the goods.
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Risks of Using Celebrities
The celebrity may overshadow the product
The celebrity may be overexposed whichreduces his or her credibility
The target audience may not be receptive tocelebrity endorsers
The celebritys behavior may pose a risk to thecompany
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Meaning Movement and
the Celebrity Endorsement Process
Stage 1Role 3
Role 2
ObjectsPersons
Context
Role 1
Celebrity
Stage 2
ProductCelebrity
Stage 3
ConsumerProduct
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Source Attractiveness
Decorative and physically attractive models
a common technique used by advertisers to draw
attention to an ad and enhance its effectiveness
used in a passive or decorative manner rather than as
active communicators.
A number of factors must be considered in using
decorative models such as -
whether they are appropriate or relevant to the product
or service being advertised and whether they will draw attention to the ad but not the
product or advertising message.
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Message Factors
Message Structure Order of presentation (primacy vs. recency)
Conclusion Drawing (open vs. closed end)
Message sidedness (one vs. two-sided)
Refutation
Verbal vs. visual
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Message Factors
Message Structure -1. Order of presentationshould important message points
or arguments be placed at the beginning of the message,
in the middle or at the end?
Primacy effect suggests that the information placed atthe beginning of the message is most effective
Recency effect suggests that the arguments at the end
are most effective.
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Message Recall and Presentation Order
Recall
Beginning Middle End
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Message Factors
Message Structure -
2. Conclusion drawingshould a message draw an explicitconclusion for the audience or allow them to form their
own conclusions?
Research has shown that, in general, messages with
explicit conclusions are more easily understood andeffective.
However, some studies show that the effectiveness of
conclusion drawing may depend on the target audience,
the type of issue or topic and nature of the situation.
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Message FactorsMessage Structure -
3. Message sidednessshould a marketingcommunication use a one-sided message whereby
only positive attributes or benefits of a product or service
are mentioned or a two-sided message where both
strong and weak points or attributes are presented?Two-sided arguments are more credible
4. Refutationthis is a special type of two-sided
message whereby both sides of an issue are presentedand arguments are offered to refute the opposing
viewpoint or negative information
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Message Factors
Message Structure
5. Verbal versus visual messagesboth the verbal and
nonverbal or visual portions of an advertisement
influence the way an advertising message is
processed.
Verbal or copy aspects of the message are
important in conveying rational or factual messages
while nonverbal or visual elements of an ad are
important for developing emotional and image based
associations.
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Message Factors
Message Appeals Rational appeals - designed to communicate information and
appeal to the logical aspects of the consumer decision-makingprocess.
Emotional appeal - attempt to evoke some type of emotionalreaction.
Three types of appeals discussed
Comparative Advertising (rational)
Fear Appeals (emotional)
Humor Appeals (emotional)
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Comparative Advertising
Either directly or indirectly naming one or morecompetitors in an ad and usually making acomparison on one or more specific attributes.
Factors to be considered in using comparativeadvertising
consumers response to the ad - perceptions of credibility(two sided arguments are better)
characteristics of the target audience (may confuse theaudience unless they are experts
companys position in the market - used by new /smallermarket share brands to position themselves against
established brands/ market leaders Market leaders hesitate to use comparison ads as they feel
they have little to gain by showing competitors products intheir ads.
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Fear Appeals and Message Acceptance
Rejection
Inhibiting effects
Resultant
nonmonotonic curve
Facilitating effects
Level of fearAccep
tance
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Pros and Cons of Using Humor
Advantages Aids attention and
awareness
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
and reduce the level ofcounterarguing
Disadvantages Does not aid persuasion in
general
May harm recall and
comprehension
May harm complex copyregistration
Does not aid source
credibility
Is not effective in bringing
about sales
May wear out faster
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UNFAVORABLE TOWARDHUMOR
Research directors
Direct mail, newspapers
Corporate advertising
Industrial products Goods or services of a
sensitive nature
Audiences that are: Older
Less educated Down-scale Female Semi- or Unskilled
FAVORABLE TOWARDHUMOR
Creative personnel
Radio and television
Consumer non-durables
Business services Products related to the
humorous ploy
Audiences that are: Younger
Better educated Up-scale Male Professional
Use of Humor
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Channel Factors
Broad catagories of channels Personal channel salesperson, WOM
Nonpersonal channels mass media
Effects of alternative mass media Differences in information processing in the manner and
rate at which information is transmitted and processed by
the message recipient.
Externally paced media (broadcast media)
Internally paced (self-paced) media (print, direct mail, Internet)
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Channel Factors
Effects of Context and Environment Qualitative media effect - positive or negative influence the
medium may contribute to the message (ad seen in a high
prestige publication)
Media environment (mood states) Nature of the television
program in which a commercial appears and consumers mood(more receptive when watching an upbeat situation comedy
versus a news program or documentary).
Clutter - too many messages competing for viewers
and listeners attention is a major concern