This slide will give overview regarding selection of source, screening message & identify the channel factor which will be best suited for advertising agency. for more visit www.marketingandbrandingguru.com
Promotional Planning 1 2 3 4Receiver/ Message/ Source/ Channel/ntationComprehension 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 AvivaIndirect Source:Here modal doesn’t actually deliver a message but draw attention to enhance the appearance of adLike Ad of PP jewelers, Sachin on Jaypee cementMix Source:Here there is no direct or indirect source. source is organization itselfLike: HCL, Tata group
Source Credibility:Recipient see source as knowledgeable, skillful, experienced & TrustworthyConsumer make strong trust on source, so information given by source should be unbiased, objective & trustworthyHe/she should be honest, ethical, BelievableLike: AB, Sachin,Following two main factor comes under credibility
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 personLike Tiger woods on nike adApplying Trustworthiness:While expertise is important but at the same time the target audience also want the source should be believableLike News of Times(yes), News of India TV(No)
Source Characteristics:It is used by the advertiser frequently. It comprises three factorSimilarity: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 NikeFamiliarity:It refers the knowledge of source & how familiar the source is with this knowledgeLike: Knowledge of SRK & Aamir Khan in entertainmentLikability: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
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? ..
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 responseLike: Sachin loose Britannia contract after early exit of the world cup cricket.
Source Power .. Perceived Perceived Perceived control concern scrutiny Compliance
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 factorOrder of presentation:Conclusion Drawing:Message Sidedness:
Message Structure .. Order of Presentation Recall Beginning Middle End
Order of presentation:When to present the messageMessage at beginning & last time make good impact compare to middleLike: 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
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 & BajajCoca Cola & PepsiRin vs Tide
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 lethalLike:Cigarette advertisementAdvertisement of Mountain Dew
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 usedLike: Zoo zoos of Vodafone