Source Message and Channel Factors The Persuasion Matrix
- Slides: 31
Source, Message and Channel Factors
The Persuasion Matrix
Promotional Planning Elements Promotional Planning 1 2 3 4 Receiver/ comprehension Channel/ presentation Message/ yielding Source/ attention Can the receiver comprehend the ad? Which media will increase presentation? What type of message will create favorable attitudes? Who will be effective in getting consumers’ attention?
Source Attributes and Receiver Processing Modes Source Attribute Process Credibility Internalization Attractiveness Identification Power Compliance © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin
Source Credibility Knowledge Source Skill Expertise Trustworthy Information Unbiased Objective © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin
Experts Lend Authority to an Appeal © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin
Endorsement by Both a Celebrity and an Expert © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin
Source Attractiveness Similarity Familiarity Likeability Resemblance between the source and recipient of the message Knowledge of the source through repeated or prolonged exposure Affection for the source resulting from physical appearance, behavior, or other personal traits
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
Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity’s behavior may pose a risk to the company
Meaning Movement and the Endorsement Process
Energy and Power - In the Athlete and in the Product
Yao Ming is a Popular Endorser in China
Modes of Celebrity Presentation Endorsements Identification Testimonials Celebrity Representatives Placements Dramatizations © 2007 Mc. Graw-Hill Companies, Inc. , Mc. Graw-Hill/Irwin
Undermining the Traditional Approach
Source Power Perceived control Source Power Perceived concern Perceived scrutiny
Recall and Presentation Order Beginning Middle End
Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup
Test Your Knowledge The campaign centered around theme, “Pork, the Other White Meat” is designed to show consumers that pork is not all fat as some people think. These ads trying to convince consumers pork is as lean as chicken use: A) conclusion drawing B) a fear appeal C) a refutational appeal D) a humorous appeal E) an affective conclusion
Message Appeal Choices Appeal mostly to the logical, rational minds of consumers Appeal mostly to the feelings and emotions of consumers Appeal to both the logical, rational minds of consumers and to their feelings and emotions
Message Appeal Options Comparative Ads Fear Appeals • May be especially • May stress physical useful for new brands danger or threats to health • Often used for • May identify social brands with small market share threats: disapproval or rejection • Frequently use in • May backfire if the political advertising level of threat is too high Humor Appeals • They can attract and hold attention • They are often the best remembered • They put the consumer in a positive mood
Miller Lite Used Comparative Advertising To Take on Bud Light
Fear Appeals and Message Acceptance
Threat Plus Solution Gently Persuades
Pros and Cons of Using Humor Pros Cons Aids attention and awareness Does not aid persuasion in general May aid retention of the message May harm recall and comprehension Creates a positive mood and enhances persuasion May harm complex copy registration May aid name and simple copy registration Does not aid source credibility May serve as a distracter, reducing counterarguing Is not effective in bringing about sales May wear out faster than non-humorous ads
Clever Execution of Humor in a Print Ad
Creative Directors Opinions Regarding Use of Humor Favorable Unfavorable üCreative personnel r Research directors üRadio and television r Less suited for direct üConsumer nondurables mail and newspapers r Corporate advertising üBusiness services r Industrial products üProducts related to r Goods and services of the humorous play a sensitive nature
Creative Directors Opinions Regarding Use of Humor Audiences Favorable Audiences Unfavorable üYounger r Older üWell educated r Less educated üUp-scale r Down-scale üMales r Females üProfessional r Semi- or Unskilled
Test Your Knowledge An ad for Snorestop Extinguisher, a nose spray for eliminating snoring has the headline, “Wife shoots husband 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
Self versus External Paced Media Self-Paced Media Externally Paced Media • Newspapers • Radio • Magazines • Television • Direct Mail • Internet vs.
The Image of a Magazine Can Enhance an Ad
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- Communication-persuasion matrix
- Advantages and disadvantages of multi channel retailing
- Conversion of continuous awgn channel to vector channel
- Jfet self bias configuration
- Information source transmitter channel receiver destination
- Qim scrabble word
- Baggage source message
- Abiotic factors
- Abiotic vs biotic factors
- Abiotic vs biotic factors
- Common factor definition
- Factors of 7
- Gcf of 56 and 42
- Diagonal matrix multiplication
- Perpendicular matrix
- Dissimilarity matrix in data mining
- Orthogonal matrix example 3x3
- Central route to persuasion
- Yale attitude change approach to persuasion
- Central and peripheral routes to persuasion
- Petty and cacioppo's model of persuasion
- Communication persuasion paradigm
- What is persuasion and networking
- Transfer advertising technique examples
- The art and craft of persuasion
- Central and peripheral route to persuasion
- Iconic rote conditioning
- Persuasion social influence and compliance gaining
- Persuasive techniques in writing