Post on 20-Dec-2015
Source, Message, and Channel Factors
Source, Message, and Channel Factors
6
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Nike and Tiger Woods
• 1996 Lucrative endorsement deal even though Nike didn’t make golf clubs/equipment
• 1998 Nike Golf Formed Nike ball developed
• 2000 sign Tiger to $105 million deal• 2002 developed clubs• Golf has exploded as a sport• Tiger endorses other things • Ouch!!!
The Persuasion Matrix
Promotional Planning Elements
Who will be effective in
getting consumers’ attention?
Who will be effective in
getting consumers’ attention?
SourceAttention
SourceAttention
4
ReceiverComprehension
ReceiverComprehension
Can the receiver
comprehend the ad?
Can the receiver
comprehend the ad?
1
Which media will increase
presentation?
Which media will increase
presentation?
ChannelPresentation
ChannelPresentation
2
What type of message will
create favorable attitudes?
What type of message will
create favorable attitudes?
MessageYielding
MessageYielding
3
Promotional PlanningPromotional Planning
A Direct Source
Source Attributes — Receiver Processing Modes
Source Credibility
SourceSource
EthicalEthical
HonestHonest
UnbiasedUnbiasedBelievableBelievable
KnowledgeableKnowledgeable TrustworthyTrustworthy
SkillfulSkillful ExperiencedExperienced
Experts Lend Authority to an Appeal
Corporate Leaders as Spokespeople
*Click outside of the video screen to advance to the next slide
Limitations of Credible Sources
• High- and low-credibility sources– Equally effective when arguing for a
position opposing their own best interest
• Sleeper effect– Persuasiveness increases over time
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
Top Celebrity Endorsers
Top Male Endorsers• Tiger Woods• Michael Jordan• David Beckham• Lance Armstrong
Top Female Endorsers• Maria Sharapova• Jennifer Lopez• Jessica Simpson• Venus/Serena Williams• Annika Sorenstram
Test Your Knowledge
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
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
Endorser Traits
Meaning Movement & the Endorsement Process
Energy & Power – The Athlete and the Product
Yao Ming is a Popular Endorser in China
Choosing a Celebrity Endorser
Factors
Match w/audience
Match w/audience
Match w/productMatch w/product
ImageImage
CostCost
TrustTrust
RiskRisk
FamiliarityFamiliarity
LikabilityLikability
Familiarity and Appeal
• Q-scores– % of those who say “one of my favorites”
divided by % who have heard of him/her• Sports stars average 17; performers 18
– Broken down by demographic criteria
• Fame index database– 10,000 celebrities rated by 250 criteria
• Age, sex, residence, career highlights, charity affiliations, fears, interests, additions, etc.
Applying Likability: Decorative Models
Source Power
Perceived control
Perceived control
Perceived concern
Perceived concern
Perceived scrutiny
Perceived scrutiny
ComplianceCompliance
Source Power
The Persuasion Matrix
Message Structure
Recall
Beginning Middle End
Order of Presentation
Conclusion Drawing
Message Sidedness
Refutation
Verbal vs. Visual Messages
Test Your Knowledge
The campaign centered around the theme “Pork, the Other White Meat” is designed to show consumers that pork is as lean as chicken. Ads in this campaign use:
A) Conclusion drawing
B) A fear appeal
C) A refutational appeal
D) A humorous appeal
E) An affective conclusion
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
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
•Put consumers in a positive mood
•Can attract and hold attention
•Often the best remembered
•Put consumers in a positive mood
Miller Lite’s Comparative Advertising
Fear Appeals and Message Acceptance
Protection Motivation
Dangers of Hepatitis A
Havrix vaccination
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
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
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
Humor in Print Media
Test Your Knowledge
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
The Persuasion Matrix
Channel Factors
PersonalPersonal
•Flexible
•Powerful
•Real time
•Flexible
•Powerful
•Real time
• No personal contact
• Geared to a large audience
• Static
• No personal contact
• Geared to a large audience
• Static
NonpersonalNonpersonal
Differences in Information Processing
Self-PacedMedia
Self-PacedMedia
• Newspapers
• Magazines
• Direct Mail
• Internet
• Newspapers
• Magazines
• Direct Mail
• Internet
• Radio
• Television
• Radio
• Television
Externally Paced MediaExternally
Paced Media
vs.
Context and Environment
Clutter