Your SlideShare is downloading. ×
S. m &_channel_factors
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

S. m &_channel_factors

1,171
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,171
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Source, Message and Channel Factors
  • 2. Persuasion Matrix
    Independent variables: The Communications Components
    Dependent
    Variables
    Source
    Message
    Channel
    Receiver
    Destination
    2
    Message
    presentation
    1
    Attention
    4
    Comprehension
    3
    Yielding
    Retention
    Behavior
  • 3. Promotional Planning Through The Persuasion Matrix
    • Receiver/comprehension
    • 4. Can the receiver comprehend the ad?
    • 5. Channel/presentation
    • 6. Which media will increase presentation?
    • 7. Message/yielding
    • 8. What type of message will create favorable attitudes?
    • 9. Source/attention
    • 10. Who will be effective in getting consumers’ attention?
  • Source Attributes and Receiver Processing Modes
    Source attribute
    Process
    Compliance
    Power
    Identification
    Attractiveness
    Internalization
    Credibility
  • 11. Source Credibility
    The extend to which the source is seen as having:
    And the source is perceived as being:
  • Dell Computer uses its founder and CEO as an advertising spokesperson
  • 16. Source Attractiveness
    Similarity
    • Resemblance between the source and recipient of the message
    Familiarity
    • Knowledge of the source through repeated or prolonged exposure
    Likeability
    • Affection for the source resulting from physical appearance, behavior, or other personal traits
  • Use of Celebrities
    Endorsements
    • The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion of the product
    Testimonials
    • The celebrity, usually an expert with experience with the product, attests to its value and worth.
    Dramatizations
    • Celebrity actors or models portray the brand in use during dramatic enactments designed to show the goods.
  • Pepsi used pop star Brittany Spears as an endorser for several years
  • 17. Risks of Using Celebrities
    The celebrity may overshadow the product
    The celebrity may be overexposed which reduces 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
  • 18. THANDE KA TADKA…
    PIYO SAR UTHA KE
    SABKA THANDA EK…
  • 19. Meaning Movement and
    the Celebrity Endorsement Process
    Stage 1
    Stage 2
    Stage 3
    Objects
    Persons
    Context
    Role 1
    Role 2
    Product
    Celebrity
    Consumer
    Product
    Celebrity
    Role 3
  • 20.
  • 21. Message Factors
    Message Structure
    Order of presentation (primacy vs. recency)
    Conclusion Drawing (open vs. closed end)
    Message sidedness (one vs. two-sided)
    Refutation
    Verbal vs. visual
  • 22. Message Recall and Presentation Order
    Recall
    Beginning
    Middle
    End
  • 23. Conclusion Drawing
  • 24. Visual image supports the verbal appeal in this ad
  • 25.
  • 26.
  • 27. Message Factors
    Message Appeals
    Comparative Advertising
    Fear Appeals
    Humor Appeals
    Sex Appeals
  • 28. Sorrell Ridge uses a comparative ad
  • 29.
  • 30. Humor Appeal
  • 31. Pros and Cons of Using Humor
    Advantages
    Aids attention and awareness
    May aid retention of the message
    Creates a positive mood and enhances persuasion
    May serve as a distracter and reduce the level of counter arguing
    Disadvantages
    Does not aid persuasion in general
    May harm recall and comprehension
    Does not aid source credibility
    May wear out faster
  • 32. Channel Factors
    Personal versus nonpersonal channels
    Effects of alternative mass media
    Externally paced media (broadcast)
    Internally paced media (print, direct mail, Internet)
    Effects of Context and Environment
    Qualitative media effect
    Media environment (mood states)
    Clutter

×