Source Message and Channel Factors The Persuasion Matrix

  • Slides: 31
Download presentation
Source, Message and Channel Factors

Source, Message and Channel Factors

The Persuasion Matrix

The Persuasion Matrix

Promotional Planning Elements Promotional Planning 1 2 3 4 Receiver/ comprehension Channel/ presentation Message/

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

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

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.

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.

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

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

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

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

Meaning Movement and the Endorsement Process

Energy and Power - In the Athlete and in the Product

Energy and Power - In the Athlete and in the Product

Yao Ming is a Popular Endorser in China

Yao Ming is a Popular Endorser in China

Modes of Celebrity Presentation Endorsements Identification Testimonials Celebrity Representatives Placements Dramatizations © 2007 Mc.

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

Undermining the Traditional Approach

Source Power Perceived control Source Power Perceived concern Perceived scrutiny

Source Power Perceived control Source Power Perceived concern Perceived scrutiny

Recall and Presentation Order Beginning Middle End

Recall and Presentation Order Beginning Middle End

Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup

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

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

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

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

Miller Lite Used Comparative Advertising To Take on Bud Light

Fear Appeals and Message Acceptance

Fear Appeals and Message Acceptance

Threat Plus Solution Gently Persuades

Threat Plus Solution Gently Persuades

Pros and Cons of Using Humor Pros Cons Aids attention and awareness Does not

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

Clever Execution of Humor in a Print Ad

Creative Directors Opinions Regarding Use of Humor Favorable Unfavorable üCreative personnel r Research directors

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

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

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

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

The Image of a Magazine Can Enhance an Ad