Post on 31-Dec-2015
description
McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
6
Source, Message, andChannel Factors
6-3
Source Credibility
SourceSource
EthicalEthical
HonestHonest
UnbiasedUnbiasedBelievableBelievable
KnowledgeableKnowledgeable TrustworthyTrustworthy
SkillfulSkillful ExperiencedExperienced
6-6
Source Attractiveness
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
personal traits
Affection for the source resulting from physical appearance, behavior, or
personal traits
LikeabilityLikeability
6-7
Top Celebrity Endorsers
• Top male endorsers• Tiger Woods• Phil Mickelson• LeBron James• Michael Jordan
• Top female endorses• Maria Sharapova• Jennifer Lopez• Jessica Simpson• Venus/Serena Williams• Michele Wie
6-8
Advertising Risks of Using Celebrities
The celebrity’s behavior may pose a risk to the company
The celebrity’s behavior may pose a risk to the company
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
6-11
TrustTrust
RiskRisk
FamiliarityFamiliarity
LikabilityLikability
Choosing a Celebrity Endorser
Factors
Match w/audience
Match w/audience
Match w/productMatch w/product
ImageImage
CostCost
6-12
Q-Score = Star Power
• Q-Score Formula
• The percent of those who say “one of my favorites”
• Divided by the percent who have heard of him/her
Lance Armstrong
6-14
Source Power
Perceived control
Perceived control
Perceived concern
Perceived concern
Perceived scrutiny
Perceived scrutiny
ComplianceCompliance
6-18
Message Appeal Choices
Appeal to the logical, rational minds of
consumers
Appeal to the logical, rational minds of
consumers
Appeal to both Appeal to both
Appeal to the feelings and emotions of
consumers
Appeal to the feelings and emotions of
consumers
6-19
Message Appeal Options
FearAppeals
FearAppeals
•May stress physical danger or threats to health
•May identify social threats
•Can backfire if level of threat is too high
•May stress physical danger or threats to health
•May identify social threats
•Can backfire if level of threat is too high
ComparativeAds
ComparativeAds
•Especially useful for new brands
•Often used for brands with small market share
•Used often in political advertising
•Especially useful for new brands
•Often used for brands with small market share
•Used often in political advertising
HumorAppealsHumorAppeals
•Can attract and hold attention
•Often the best remembered
•Puts consumers in a positive mood
•Can attract and hold attention
•Often the best remembered
•Puts consumers in a positive mood
6-20
XM-Radio Spokesperson:
• Willie Nelson• Is he a good spokesperson?
• Depends on the product. . .
6-21
Sorrell Ridge uses a comparative ad
Consumers dislike themPerceive them to be untrustworthyHowever, they work.
6-23
Humor Appeals
Does not aid persuasion in general
Does not aid persuasion in general
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
Not effective in bringing about sales
Not effective in bringing about sales
May wear out faster than non-humorous ads
May wear out faster than non-humorous ads
Aids attention and awareness
Aids attention and awareness
ProsPros
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