This document discusses factors related to persuasion including source, message, and channel. It covers topics like source credibility, attractiveness, and risks of using celebrities. For message factors, it examines message structure, appeals like comparative advertising and fear appeals, and using humor. It also discusses channel factors such as personal vs nonpersonal channels, effects of different media types, and issues of context, environment, and clutter.

1. Source, Message and
Channel Factors
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2. The Persuasion Matrix
Independent variables: The Communications Components
Source Message Channel Receiver Destination
4
3
2
1
Message
presentation
Attention
Comprehension
Yielding
Retention
Behavior
Dependent
Variables

3. Promotional Planning Through The
Persuasion Matrix
1. Receiver/comprehension
– Can the receiver comprehend the ad?
1. Channel/presentation
– Which media will increase presentation?
1. Message/yielding
– What type of message will create
favorable attitudes?
1. Source/attention
– Who will be effective in getting
consumers’ attention?

4. Source Attributes and
Receiver Processing Modes
Source attribute Process
CompliancePower
IdentificationAttractiveness
InternalizationCredibility

5. Source Credibility
• The extend to which the source is seen as
having:
– Knowledge
– Skill
– Expertise
• And the source is perceived as being:
– Trustworthy
– Unbiased
– Objective

6. Dell Computer uses its founder and CEO as
an advertising spokespeson

7. Source Attractiveness
• Similarity
– Resemblance between the source
and recipient of the message
• Familiarity
– Knowledge of the source through
repeated
• Likeability
– Affection for the source resulting
from physical appearance,
behavior, or other personal traits

8. The 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.

9. Pepsi used pop star Brittany Spears as an
endorser for several years

10. 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

11. Lance Armstrong’s image diluted in positive doping
test, diluted image also of endorsed brands

12. Meaning Movement and
the Celebrity Endorsement Process
Stage 1
Role 3
Role 2
Objects
Persons
Context
Role 1
Celebrity
Stage 2
ProductCelebrity
Stage 3
ConsumerProduct

13. Lance Armstrong’s image helps assign
meaning to Power Bar

14. 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

15. Message Recall and Presentation Order
Recall
Beginning Middle End

16. The visual image supports the verbal appeal
in this ad

17. Message Factors
Message Appeals
 The most important creative strategy decisions involves
the choice of an appropriate appeal.
 Some ads are designed to appeal to the rational, logical
aspects of the consumer’s decision making process.
 Others appeal to feelings in an attempt to evoke some
emotional reaction.
 Types of appeal includes:
• Comparative Advertising
• Fear Appeals
• Humor Appeals

18. Message Factors
 Comparative Advertising
 Either taking directly or indirectly taking a name of
competitors in ad and comparing one or more specific
attributes.
 Brand recall is higher in such advertisements.
 Most suitable for new brands, it allows to create new
position itself to promote its distinctive advantages.
 They often compare themselves with market leader,
on the other hand market leader often hesitate to use
comparison ads, as most believe they have little to
gain by featuring competitors products in their
advertisements.
 Political advertisements are often uses comparative
advertisements.

19. Sorrell Ridge uses a comparative ad

20. Message Factors
 Fear Appeals
 Fear is an emotional responses to a threat that
expresses some sort of danger.
 Ads sometimes use fear appeals to evoke this
emotional response and arouse individuals to take
steps to remove the threat.
 How fear operates?
 The relationship between fear and persuasion can be
explained by the fact that fear appeals have both
facilitating and inhibiting effects.

21. Fear Appeals and Message Acceptance
Rejection
Inhibiting effects
Resultant
nonmonotonic curve
Facilitating effects
Level of fear
Acceptance

22. Message Factors
 Humor Appeals
 Humorous adds are successful in bringing attracting and
holding attention.
 They enhance effectiveness by putting consumers in a
positive mood, increasing their liking of the ad itself and
their feeling towards the product or service.
 Humor can distract the receiver from counter arguing
against the message.
 Critics says that funny ads draw people to the humorous
situation but distract them from the brand and its
attributes.
 Humorous ads may wear out faster than serious appeals.
 Wearout refers to the tendency of a television or radio
commercial to lose its effectiveness when it seen/heard
repeatedly.

23. 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 aid name and simple
copy registration
• May serve as a distracter
and reduce the level of
counter arguing
Disadvantages
• Does not aid persuasion
in general
• 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

24. UNFAVORABLE TOWARD
HUMOR
• Research directors
• Direct mail, newspapers
• Corporate advertising
• Industrial products
• Goods or services of a
sensitive nature
• Audiences that are:
– Older
– Less educated
– Down-scale
– Female
– Semi- or Unskilled
FAVORABLE TOWARD
HUMOR
• Creative personnel
• Radio and television
• Consumer non-durables
• Business services
• Products related to the
humorous ploy
• Audiences that are:
– Younger
– Better educated
– Up-scale
– Male
– Professional
Use of Humor

25. Payday uses a humorous print ad

26. 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