CHAPTER 2010 SouthWestern a part of Cengage Learning

CHAPTER © 2010 South-Western, a part of Cengage Learning All rights reserved. 9 Message Appeals and Endorsers Eighth Edition Power. Point Presentation by Charlie Cook The University of West Alabama

Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the efforts advertisers undertake to enhance the consumer’s motivation, opportunity, and ability to process ad messages. 2. Describe the role of endorsers in advertising. 3. Explain the requirements for an effective endorser. 4. Appreciate the factors that enter into the endorserselection decision. 5. Discuss the role of Q Scores in selecting celebrity endorsers. 6. Describe the role of humor in advertising. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 2

Chapter Objectives (cont’d) After reading this chapter you should be able to: 7. Explain the logic underlying the use of appeals to fear in advertising. 8. Understand the nature of appeals to guilt in advertising. 9. Discuss the role of sex appeals, including the downside of such usage. 10. Explain the meaning of subliminal messages and symbolic embeds. 11. Appreciate the role of music in advertising. 12. Understand the function of comparative advertising and the considerations that influence the use of this form of advertising. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 3

Why Only Generalizations About the Creation of Advertising Messages • Why advertising approaches are not effective across all products, services, and situations: Ø Buyer behavior is complex, dynamic, and variable across situations Ø Advertisements are themselves highly varied entities Ø Advertising products differ greatly in terms of technological sophistication and ability to involve consumers © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 4

Enhancing Consumers’ Motivation, Opportunity, and Ability (MOA) to Process Advertisements Choice of Influence Strategy Consumer Characteristics (MOA Factors) © 2010 South-Western, a part of Cengage Learning. All rights reserved. Brand Strength 9– 5

Figure 9. 1 Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Brand Information © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 6

Figure 9. 1 Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Brand Information (cont’d) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 7

Motivation to Attend to Messages • Voluntary Attention Ø Is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchaserelated goals • Involuntary Attention Ø Occurs when attention is captured by the use of attention-gaining techniques rather than by the consumer’s inherent interest in the topic at hand. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 8

Attracting Voluntary Attention Appeals to Informational and Hedonic Needs Use of Novel Stimuli How Marcom Messages Attract Attention Use of Intense or Prominent Cues Use of Motion © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 9

Figure 9. 2 An Appeal to Informational Needs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 10

Figure 9. 3 Using Novelty to Attract Attention © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 11

Figure 9. 4 Using Intensity to Attract Attention © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 12

Figure 9. 5 Using Prominence to Attract Attention © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 13

Figure 9. 6 Using Motion to Attract Attention © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 14

Motivation to Process Messages • Enhance Consumer Processing Motivation By: Ø Increasing the relevance of brand to consumers Ø Increasing consumer curiosity about brand • Relevance Methods Ø Appealing to consumers’ fears Ø Making dramatic presentations Ø Posing rhetorical questions • Curiosity Methods Ø Using humor Ø Presenting little information Ø Creating suspense or surprise © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 15

Figure 9. 7 Using Suspense to Enhance Processing Motivation © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 16

Opportunity to Encode Information • The Communicator’s Goal Ø To provide consumers with opportunities to encode information • Promoting Proper Encoding By: Ø Facilitating the repetition of brand information Ø Reducing consumer processing time through the use of pictures and distinct imagery to convey a message © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 17

Figure 9. 8 Using a Gestalt to Reduce Processing Time © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 18

Ability to Encode Information • The Communicator’s Goal Ø To increase consumers ability to encode information • Promoting Encoding Ability By: Ø Using verbal framing to provide context for consumers in accessing brand-based knowledge structures Ø Creating knowledge structures to facilitate exemplabased learning v v v Analogies Demonstrations Concretizations © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 19

Figure 9. 9 The Use of Analogy to Create a Knowledge Structure © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 20

Consumer Learning and Retrieval of Brand Information • Concretizing Ø Is the idea that it is easier for people to remember and retrieve tangible rather than abstract information Ø Exemplar-based learning is accomplished by using concrete words and examples © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 21

Figure 9. 10 Exemplar-Based Learning with Concretization © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 22

The Role of Celebrity Endorsers in Advertising • Endorsements Ø Celebrity endorsers Ø Typical-person endorsers • Endorser Effectiveness Ø Credibility (internalization) v Consumer’s acceptance of the endorser’s position on an issue as his or her own Ø Attractiveness (identification) v Identifying with the endorser and adopting of the endorser’s attitudes, behaviors, interests, or preferences © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 23

Table 9. 1 Top Endorsement Incomes of American Athletes, 2007 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 24

Table 9. 2 The Five Components in the TEARS Model of Endorser Attributes T = Trustworthiness The property of being perceived as honest, believable, dependable—as someone who can be trusted but not an expert. E = Expertise The characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand. A = Physical attractiveness The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness. R = Respect The quality of being admired or even esteemed due to one’s personal qualities and accomplishments. S = Similarity The extent to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship (age, gender, ethnicity, etc. ). (to the target audience) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 25

Endorser Selection Considerations: The “No Tears” Approach • Factors in Selecting Celebrity Endorsers: 1. Celebrity and Audience Matchup 2. Celebrity and Brand Matchup 3. Celebrity Credibility 4. Celebrity Attractiveness 5. Cost Considerations 6. Working Ease or Difficulty Factor 7. Saturation Factor 8. The Trouble Factor © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 26

Endorser Selection Considerations: The Role of Q Scores • Performer Q (Quotient) Scores Ø Based on representative panel responses to questionnaire: v Have you heard of this person? (a measure of familiarity) v If so, do you rate him or her poor, fair, good, very good, or one of your favorites? (a measure of popularity) Ø Calculation of Q Score: v Percentage of panel rating performer as favorite Percentage of panel familiar with performer © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 27

The Role of Humor in Advertising • Use of Humor in Ads: Ø Attracts attention to ads Ø Can increase recall of ad’s message points Ø Can elevate liking of ad and ad’s brand Ø Does not harm comprehension of an ad Ø Does not necessarily increase ad’s persuasion Ø Does not enhance source credibility Ø Is appropriate for established products which are already viewed positively Ø Has variable effects on different individuals, audiences, and in different cultures Ø Can be too distracting to receivers © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 28

Figure 9. 11 The Use of Humor in Magazine Advertising © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 29

Appeals to Consumer Fears Fear-Appeal Logic Stimulate audience involvement with a message Social Disapproval (Not using the advertised brand) Appropriate Intensity of Threat Level Consumers’ Motivation to Avoid Negative Consequences Promote acceptance of message arguments Physical Danger (Engaging in unsafe behavior) Scarcity: Psychological Reluctance (Fear of losing out) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 30

Appeals to Consumer Guilt • Guilt: Ø Breaking rules Ø Violating standards or beliefs • Appeal: Ø Feelings of guilt can be relieved by product • Ineffective Guilt Ads Ø If guilt appeal lacks credibility Ø If ad is perceived as manipulative © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 31

The Use of Sex in Advertising • What Role Does Sex Play in Advertising? Ø Initial attentional lure—the stopping power role of sex Ø Enhance recall of message points Ø Evoke emotional responses such as feelings of arousal or lust. Ø To elicit a positive reaction, sexual content must be appropriately relevant to the subject matter. • Potential Downside of Sex Appeals Ø Interference with processing of message arguments and reduction in message comprehension Ø Demeaning to females and males © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 32

Figure 9. 12 An Appropriate Use of Sex in Advertising © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 33

Subliminal Messages and Symbolic Embeds • Subliminal Defined Ø The presentation of stimuli at a speed or visual level that is below the conscious threshold of awareness • Forms of Subliminal Stimulation Ø Visual stimulation using a tachistoscope Ø Accelerated speech in auditory messages Ø Embedding of hidden symbols • Does Subliminal Advertising Work? Ø A variety of practical problems prevent embedding from being effective in a realistic marketing context © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 34

The Functions of Music in Advertising Communication Functions of Music Attracting Attention Promoting a Positive Mood © 2010 South-Western, a part of Cengage Learning. All rights reserved. Increasing Receptivity of Message Communicating Meanings 9– 35

The Role of Comparative Advertising • Comparative Advertising Ø Is the practice in which advertisers directly or indirectly compare their products against competitive offerings and claim superiority Ø Varies in the direct explicitness of comparisons Ø Is illegal in some countries © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 36

Figure 9. 13 Illustration of a Direct Comparison Advertisement © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 37

Figure 9. 14 Illustration of an Indirect Comparison Advertisement © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 38

Is Comparative Advertising More Effective? Enhances brand name recall Less believable than noncomparative advertising Better recall of message arguments Effectiveness of Comparative Advertising Generates more purchases Creates more favorable attitudes for brand Creates stronger purchase intentions © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 39

Considerations Dictating the Use of Comparative Advertising Situational Factors Issues in Deciding to Use Comparative Advertising Distinctive Advantages The Credibility Issue Assessing Effectiveness © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 40