SOURCE OF IDEAS SOURCE Here source means the

SOURCE OF IDEAS

SOURCE � Here source means the person involved directly or indirectly in communicating the advertising message � Companies take due care in selecting the source � They select individuals whose traits will maximize the ad message influence on the audience

SOURCE CREDIBILITY � It is the extent to which the recipient sees the source as having relevant knowledge, skill or expertise � The credibility element has two important dimensions: 1. Expertise & 2. Trustworthiness

1. EXPERTISE � It refers to knowledge, experience, or skills possessed by an endorser � New Sensodyne India Commercial - English You. Tube. flv � ULTRATECH You. Tube. flv CEMENT Childhood TVC -

2. TRUSTWORTHINESS � It refers to honesty, integrity, and believability of a source � Dove 6 - You. Tube. flv

SOURCE ATTRACTIVENESS Similarity/Familiarity Resemblance between the source and recipient of the message Likeability Affection for the source resulting from physical appearance, behavior, or personal traits

CELEBRITY ENDORSEMENT/LIKABILITY � ORAL-B � Amitabh Madhuri Dixit - You. Tube. flv Bachchan with Javed Jaffrey in Binani Cement Commercial Ad. flv You. Tube. flv

ADVERTISING 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

Thank You