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.

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.

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.

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.

Comparative Advertising

Message Format

Print ad: headline, copy, illustration, and color.

Radio ad: words, voice qualities, and vocalizations.

TV ad: body language.

Message Source

Source Attribute Process

Credibility Internalization

Attractiveness Identification

Power Compliance

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.

Source Credibility

Applying expertise 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

AGV uses the anchorperson as an advertising spokesperson

Dell Computer uses its founder and CEO as an advertising spokesperson

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.

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.

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

Likability

An affection for the source as a result of physical appearance, behavior, or other personal traits.

Applying likability Using celebrities Decorative models

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

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

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

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

Endorser Traits

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

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

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.

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.

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.

Source Power