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..
.
Chap 5,source message & channel factor in IMC
Promotional Planning
       1                2                3              4
Receiver/                         Message/       Source/
                Channel/ntation
Comprehension     Channel/        yielding       attention
                  presentation

 Can the         Which media      What type of   Who will be
 receiver        will increase    message will   effective in
 comprehend      presentation?    create         getting
 the ad?                          favorable      consumers’
                                  attitudes?     attention?
The Communication Process:
This process has three main Factor
• Source Factor
      Source Credibility
      Source Attractiveness
      Source Power
• Message Factor
      Message Structure
      Message Appeal
• Channel factor
.
.
    Source attribute         Process


          Power             Compliance




      Attractiveness       Identification




        Credibility        Internalization
Source:
The term source in advertisement account for the person involved in
    communicating a message either directly or indirectly.
Direct Source:
It is a spokesperson who delivers a message & demonstrate a product
    or services.
Like Sachin in Aviva
Indirect Source:
Here modal doesn’t actually deliver a message but draw attention to
    enhance the appearance of ad
Like Ad of PP jewelers, Sachin on Jaypee cement
Mix Source:
Here there is no direct or indirect source. source is organization itself
Like: HCL, Tata group
Chap 5,source message & channel factor in IMC
Source Credibility:
Recipient           see          source         as
   knowledgeable,      skillful,  experienced    &
   Trustworthy
Consumer make strong trust on source, so
   information given by source should be
   unbiased, objective & trustworthy
He/she should be honest, ethical, Believable
Like: AB, Sachin,
Following two main factor comes under credibility
Source Credibility
                              .
                          Knowledge
.
    Source                Skill


                          Expertise


                                      Trustworthy


                    Information       Unbiased


                                      Objective
Applying Expertise:
People believe those person easily, having deep expertise
   in respected field & on the basis of his opinion, it
   become belief. Hence marketer rope this kind of
   person
Like Tiger woods on nike ad
Applying Trustworthiness:
While expertise is important but at the same time the
   target audience also want the source should be
   believable
Like News of Times(yes), News of India TV(No)
Source Characteristics:
It is used by the advertiser frequently. It comprises three factor
Similarity:
Marketer recognize those person whom they feel sense of similarity.
    Here the need of communicator is same as the need of consumer.
Like : Tiger woods in Nike
Familiarity:
It refers the knowledge of source & how familiar the source is with this
    knowledge
Like: Knowledge of SRK & Aamir Khan in entertainment
Likability:
Here marketer identify the celebrity who has power to stop the
    crowed.
Like: AB, Katrina, Sachin, SRK, Amir Khan
Source Attractiveness
                               .
.
Similarity            Familiarity           Likeability



 Resemblance           Knowledge of the      Affection for the
 between the           source through        source resulting
 source and            repeated or           from physical
 recipient of the      prolonged             appearance, beha
 message               exposure              vior, or personal
                                             traits
Chap 5,source message & channel factor in IMC
Top Celebrity Endorsers
               .
                    Top Male Endorsers
                      • Tiger Woods
.
                      • Michael Jordan
                      • David Beckham
                      • Lance Armstrong
                    Top Female Endorsers
                      • Maria Sharapova
                      • Jennifer Lopez
                      • Jessica Simpson
                      • Venus/Serena
                         Williams
                      • Annika Sorenstram
Popular Celebrities Help Attract Attention to
    Commercials
                            .
.
Factor to be consider before roping Celebrity:

•   Overshadowing the product
•   Overexposure
•   Target Audience reach
•   Risk to Advertiser
Pierce Brosnan and Anna Kournikova
       Why use celebrity spokespersons?
                    .
.
Chap 5,source message & channel factor in IMC
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
Source Power:
A source has power when he/she actually
  endorse the thing. According to circumstances
  & condition source may get +ve or –ve
  response
Like: Sachin loose Britannia contract after early
  exit of the world cup cricket.
Source Power
                       .
.   Perceived    Perceived     Perceived
    control      concern       scrutiny




                 Compliance
Source Power
         .
.
Energy & Power – The Athlete and the Product
                         .
.
Yao Ming is a Popular Endorser in China
                       .
.
Message Factor:
 Way of presentation of communication is very
  important to determine their effectiveness. It
  consists of two parts
• Message Structure
• Message Appeal
Message Structure:
It is very important for marketer how to design
  the message structure & present it to
  consumer, by the same time marketer has to
  overcome the situation also. It has three
  factor
Order of presentation:
Conclusion Drawing:
Message Sidedness:
Message Structure
                                        .
.                        Order of Presentation
    Recall




             Beginning                 Middle    End
Order of presentation:

When to present the message
Message at beginning & last time make good
  impact compare to middle
Like: Reliance network ad
Conclusion Drawing:

•   It is about open end & close end message
•   Both open & Close end are effective
•   No conclusion on open end
•   Strong conclusion in close end
Conclusion Drawing
            .
.
Like:
Close End question
Advertisement of Airtel, Samsung etc, Close
Open End Question
Advertisement of melody chocolate & Soya milk
.
. Melody itni chocolaty kyon hai, Melody khao
  khud jan jao

How did you know you like water before you
  try it
Soya Milk
Message Sidedness:
There are two types of message sidedness
One sided Message:
It consists only positive benefits or character of
   the product.
Like: all general ad, Rin, Liril, Reliance, Airtel
Two sided message:
• It consists both positive & negative character
  of the product
• It is more effective when target audience is
  educated
• It enhance the credibility of source
.
. Like:
 Buckley’s cough syrup:
 its taste awful, but it works

 Kimti hi sahi, bachche aur parivar ke liye
   samjhouta nahin.
          ZANDU: CHAYVANPRASH
Message Sidedness
            .
.
Message Appeals:
The choice of appeal is one of the most important &
  tedious work for marketer. It is designed
  according to logical as well other important
  factor. There are following types of appeal
  followed by marketers
• Comparative Appeal
• Fear Appeal
• Humor Appeal
• Emotional Appeal
Message Appeal Options
                                        .
    Comparative               Fear                       Humor
.   Ads                       Appeals                    Appeals


    • Especially useful        • May stress physical     • Can attract and
     for new brands              danger or threats to     hold attention
                                 health
    • Often used for                                     • Often the best
     brands with small         • May identify             remembered
     market share                social threats
                                                         • Put consumers in a
    • Used often in            • Can backfire if level    positive mood
     political                   of threat
     advertising                 is too high
Comparative Appeal:
In this practice the marketer directly or
  indirectly use the name of competitors for
  comparing the advertisement. In general it
  happens for the new brand & Politics.
Like: TVS & Bajaj
Coca Cola & Pepsi
Rin vs Tide
Chap 5,source message & channel factor in IMC
Miller Lite’s Comparative Advertising
                      .
.
Fear Appeal:
• Emotional response of threats that express some
   danger
• Company sometime use fear appeal to provoke
   consumer to erase their fear.
• Low level fear attract the customer to take it as
   challenge way
• High level of Appeal may prove lethal
Like:
Cigarette advertisement
Advertisement of Mountain Dew
Chap 5,source message & channel factor in IMC
Humor Appeal :
• Strong way to attract the customer
• Presented mostly through TV, Radio
• Sometime in Newspaper
• Advertiser use different kind of character to
  attract the customer
• Different voice or shape can be used
Like: Zoo zoos of Vodafone
Chap 5,source message & channel factor in IMC
.
.
Chap 5,source message & channel factor in IMC
Chap 5,source message & channel factor in IMC
.
Emotional Appeal:

• Best way to attract the people
• Show the scene of Bound
• Mostly target audience are family

Like: Ad of ICICI, BSNL, MasterCard
.
.


    Personal          Nonpersonal


     •Flexible         • No personal
                         contact
     •Powerful
                       • Geared to a large
     •Real time          audience

                       • Static
.
.
The Image of a Magazine Can Enhance an Ad
                           .
.
.
.

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Chap 5,source message & channel factor in IMC

  • 1. .. . .. .
  • 3. Promotional Planning 1 2 3 4 Receiver/ Message/ Source/ Channel/ntation Comprehension Channel/ yielding attention presentation Can the Which media What type of Who will be receiver will increase message will effective in comprehend presentation? create getting the ad? favorable consumers’ attitudes? attention?
  • 4. The Communication Process: This process has three main Factor • Source Factor Source Credibility Source Attractiveness Source Power • Message Factor Message Structure Message Appeal • Channel factor
  • 5. . . Source attribute Process Power Compliance Attractiveness Identification Credibility Internalization
  • 6. Source: The term source in advertisement account for the person involved in communicating a message either directly or indirectly. Direct Source: It is a spokesperson who delivers a message & demonstrate a product or services. Like Sachin in Aviva Indirect Source: Here modal doesn’t actually deliver a message but draw attention to enhance the appearance of ad Like Ad of PP jewelers, Sachin on Jaypee cement Mix Source: Here there is no direct or indirect source. source is organization itself Like: HCL, Tata group
  • 8. Source Credibility: Recipient see source as knowledgeable, skillful, experienced & Trustworthy Consumer make strong trust on source, so information given by source should be unbiased, objective & trustworthy He/she should be honest, ethical, Believable Like: AB, Sachin, Following two main factor comes under credibility
  • 9. Source Credibility . Knowledge . Source Skill Expertise Trustworthy Information Unbiased Objective
  • 10. Applying Expertise: People believe those person easily, having deep expertise in respected field & on the basis of his opinion, it become belief. Hence marketer rope this kind of person Like Tiger woods on nike ad Applying Trustworthiness: While expertise is important but at the same time the target audience also want the source should be believable Like News of Times(yes), News of India TV(No)
  • 11. Source Characteristics: It is used by the advertiser frequently. It comprises three factor Similarity: Marketer recognize those person whom they feel sense of similarity. Here the need of communicator is same as the need of consumer. Like : Tiger woods in Nike Familiarity: It refers the knowledge of source & how familiar the source is with this knowledge Like: Knowledge of SRK & Aamir Khan in entertainment Likability: Here marketer identify the celebrity who has power to stop the crowed. Like: AB, Katrina, Sachin, SRK, Amir Khan
  • 12. Source Attractiveness . . Similarity Familiarity Likeability Resemblance Knowledge of the Affection for the between the source through source resulting source and repeated or from physical recipient of the prolonged appearance, beha message exposure vior, or personal traits
  • 14. Top Celebrity Endorsers . Top Male Endorsers • Tiger Woods . • Michael Jordan • David Beckham • Lance Armstrong Top Female Endorsers • Maria Sharapova • Jennifer Lopez • Jessica Simpson • Venus/Serena Williams • Annika Sorenstram
  • 15. Popular Celebrities Help Attract Attention to Commercials . .
  • 16. Factor to be consider before roping Celebrity: • Overshadowing the product • Overexposure • Target Audience reach • Risk to Advertiser
  • 17. Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons? . .
  • 19. 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
  • 20. Source Power: A source has power when he/she actually endorse the thing. According to circumstances & condition source may get +ve or –ve response Like: Sachin loose Britannia contract after early exit of the world cup cricket.
  • 21. Source Power . . Perceived Perceived Perceived control concern scrutiny Compliance
  • 23. Energy & Power – The Athlete and the Product . .
  • 24. Yao Ming is a Popular Endorser in China . .
  • 25. Message Factor: Way of presentation of communication is very important to determine their effectiveness. It consists of two parts • Message Structure • Message Appeal
  • 26. Message Structure: It is very important for marketer how to design the message structure & present it to consumer, by the same time marketer has to overcome the situation also. It has three factor Order of presentation: Conclusion Drawing: Message Sidedness:
  • 27. Message Structure . . Order of Presentation Recall Beginning Middle End
  • 28. Order of presentation: When to present the message Message at beginning & last time make good impact compare to middle Like: Reliance network ad
  • 29. Conclusion Drawing: • It is about open end & close end message • Both open & Close end are effective • No conclusion on open end • Strong conclusion in close end
  • 31. Like: Close End question Advertisement of Airtel, Samsung etc, Close Open End Question Advertisement of melody chocolate & Soya milk
  • 32. . . Melody itni chocolaty kyon hai, Melody khao khud jan jao How did you know you like water before you try it Soya Milk
  • 33. Message Sidedness: There are two types of message sidedness One sided Message: It consists only positive benefits or character of the product. Like: all general ad, Rin, Liril, Reliance, Airtel
  • 34. Two sided message: • It consists both positive & negative character of the product • It is more effective when target audience is educated • It enhance the credibility of source
  • 35. . . Like: Buckley’s cough syrup: its taste awful, but it works Kimti hi sahi, bachche aur parivar ke liye samjhouta nahin. ZANDU: CHAYVANPRASH
  • 37. Message Appeals: The choice of appeal is one of the most important & tedious work for marketer. It is designed according to logical as well other important factor. There are following types of appeal followed by marketers • Comparative Appeal • Fear Appeal • Humor Appeal • Emotional Appeal
  • 38. Message Appeal Options . Comparative Fear Humor . Ads Appeals Appeals • Especially useful • May stress physical • Can attract and for new brands danger or threats to hold attention health • Often used for • Often the best brands with small • May identify remembered market share social threats • Put consumers in a • Used often in • Can backfire if level positive mood political of threat advertising is too high
  • 39. Comparative Appeal: In this practice the marketer directly or indirectly use the name of competitors for comparing the advertisement. In general it happens for the new brand & Politics. Like: TVS & Bajaj Coca Cola & Pepsi Rin vs Tide
  • 41. Miller Lite’s Comparative Advertising . .
  • 42. Fear Appeal: • Emotional response of threats that express some danger • Company sometime use fear appeal to provoke consumer to erase their fear. • Low level fear attract the customer to take it as challenge way • High level of Appeal may prove lethal Like: Cigarette advertisement Advertisement of Mountain Dew
  • 44. Humor Appeal : • Strong way to attract the customer • Presented mostly through TV, Radio • Sometime in Newspaper • Advertiser use different kind of character to attract the customer • Different voice or shape can be used Like: Zoo zoos of Vodafone
  • 46. . .
  • 49. .
  • 50. Emotional Appeal: • Best way to attract the people • Show the scene of Bound • Mostly target audience are family Like: Ad of ICICI, BSNL, MasterCard
  • 51. . . Personal Nonpersonal •Flexible • No personal contact •Powerful • Geared to a large •Real time audience • Static
  • 52. . .
  • 53. The Image of a Magazine Can Enhance an Ad . .
  • 54. . .