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Belch Chapter 6: Source, Message & Channel Factors

Belch Chapter 6: Source, Message & Channel Factors

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  • Chapter Six Source, Message and Channel Factors © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • Transcript

    • 1. Source, Message and Channel Factors © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 2. The Persuasion Matrix © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 3. Promotional Planning Elements Receiver/ comprehension Channel/ presentation Message/ yielding © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotional Planning Who will be effective in getting consumers’ attention? Source/ attention 4 Receiver/ comprehension Can the receiver comprehend the ad? 1 Which media will increase presentation? Channel/ presentation 2 What type of message will create favorable attitudes? Message/ yielding 3
    • 4. Source Attributes and Receiver Processing Modes Credibility Attractiveness Power © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Attribute Process Internalization Identification Compliance Credibility Internalization Attractiveness Identification
    • 5. Source Credibility Unbiased Trustworthy Expertise Skill Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Information Skill Knowledge Expertise Unbiased Trustworthy Objective
    • 6. Experts Lend Authority to an Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 7. Endorsement by Both a Celebrity and an Expert © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 8. Source Attractiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Similarity Familiarity Resemblance between the source and recipient of the message Similarity Knowledge of the source through repeated or prolonged exposure Familiarity Affection for the source resulting from physical appearance, behavior, or other personal traits Likeability
    • 9. Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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
    • 10. Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may overshadow the product being endorsed © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The celebrity’s behavior may pose a risk to the company The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility
    • 11. Meaning Movement and the Endorsement Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 12. Energy and Power - In the Athlete and in the Product © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 13. Yao Ming is a Popular Endorser in China © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 14. Modes of Celebrity Presentation Representatives Dramatizations Placements Testimonials Endorsements © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Celebrity Endorsements Dramatizations Testimonials Placements Identification Representatives
    • 15. Undermining the Traditional Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 16. Source Power Perceived control Perceived concern © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Power Perceived control Perceived concern Perceived scrutiny
    • 17. Recall and Presentation Order © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Recall Beginning Middle End
    • 18. Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 19. Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The campaign centered around the 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
    • 20. Message Appeal Choices Appeal mostly to the logical, rational minds of consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Appeal mostly to the feelings and emotions of consumers Appeal to both the logical, rational minds of consumers and to their feelings and emotions
    • 21. Message Appeal Options Fear Appeals Comparative Ads Fear Appeals Comparative Ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Humor Appeals
      • May stress physical danger or threats to health
      • May identify social threats: disapproval or rejection
      • May backfire if the level of threat is too high
      • May be especially useful for new brands
      • Often used for brands with small market share
      • Frequently use in political advertising
      • They can attract and hold attention
      • They are often the best remembered
      • They put the consumer in a positive mood
    • 22. Miller Lite Used Comparative Advertising To Take on Bud Light © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 23. Fear Appeals and Message Acceptance © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 24. Threat Plus Solution Gently Persuades © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 25. Pros and Cons of Using Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Does not aid persuasion in general Aids attention and awareness Pros Cons May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales May wear out faster than non-humorous ads May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counterarguing Does not aid persuasion in general Aids attention and awareness May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counterarguing
    • 26. Clever Execution of Humor in a Print Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
    • 27. Creative Directors Opinions Regarding Use of Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Favorable Unfavorable
      • Creative personnel
      • Research directors
      • Radio and television
      • Consumer non-durables
      • Business services
      • Products related to the humorous play
      • Less suited for direct mail and newspapers
      • Corporate advertising
      • Industrial products
      • Goods and services of a sensitive nature
    • 28. Creative Directors Opinions Regarding Use of Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Audiences Favorable Audiences Unfavorable
      • Younger
      • Older
      • Well educated
      • Up-scale
      • Males
      • Professional
      • Less educated
      • Down-scale
      • Females
      • Semi- or Unskilled
    • 29. Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin An ad for Snorestop Extinguisher, a nose spray for eliminating snoring has the headline, “Wife shoots husband and 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
    • 30. Self versus External Paced Media Self-Paced Media Self-Paced Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Externally Paced Media vs.
      • Newspapers
      • Magazines
      • Direct Mail
      • Internet
      • Radio
      • Television
    • 31. The Image of a Magazine Can Enhance an Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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