Chapter 6 PowerPoint

Promotional Strategy
MKT4230
Source, Message, and
Channel Factors
Patricia Knowles, Ph.D.
Associate Professor
Clemson University
1

2
MKT4230
2
The Persuasion Matrix
This chart presents the persuasion matrix, which helps marketers see how each controllable
element of the communication process interacts with the consumer’s response process:
Textbook
Pages 179 - 180 / Figure 6 - 1

3
MKT4230
3
Promotional Planning Elements
This chart presents specific decisions that correspond to the numbers in the cells of the
persuasion matrix in the previous slide:
Textbook
Pages 179 - 180 / Figure 6 - 1
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
Promotional Planning

4
MKT4230
4
A Direct Source
The term source means the person involved in communicating a marketing message, either
directly or indirectly.
• A direct source is a spokesperson who delivers a
message and/or endorses a product or service, like
actress Hayden Panettiere, who appears in this ad
sponsored by The Milk Processor Education Program.
• An indirect source, say a model, doesn’t actually
deliver a message, but draws attention to and/or
enhances the appearance of the ad.
• Some ads use neither a direct nor an indirect source;
the source is the organization with the message to
communicate.
Textbook
Pages 180 / Exhibit 6 - 1

5
MKT4230
5
Source Attributes & Receiver Processing Modes
This visual shows the three categories of source attributes and the receiver processing mode
associated with each.
Textbook
Pages 181 / Figure 6 - 2
• Credibility – the extent to which the recipient sees the source as having relevant knowledge, skill,
or experience and trusts the source to give unbiased, objective information.
Internalization – the process by which a receiver adopts the position advocated by the
source because it is perceived as accurate and makes it part of his or her belief system
• Attractiveness – refers to the similarity, familiarity, and/or likeability of the source.
Identification – the process by which an individual is motivated to seek some type of
relationship with the source and thus adopts similar beliefs, attitudes, or behaviors.
• Power – refers to the ability (real or perceived) of the source to administer rewards or punishment
to the receiver
Compliance – the process by which the receiver accepts the position advocated by the
source

6
MKT4230
6
Source Credibility
This visual shows the basic dimensions of source credibility, expertise, and trustworthiness:
Textbook
Pages 181
Source
Ethical
Honest
UnbiasedBelievable
Knowledgeable Trustworthy
Skillful Experienced

7
MKT4230
7
Experts Lend Authority to an Appeal
This visual shows an ad for Dove soap, which promotes the fact that it recommended by
dermatologists who are experts in skin care.
Textbook
Pages 181 - 182 / Exhibit 6 - 2
It demonstrates how advertisers apply the
concept of source expertise in their advertising
messages.
Endorsements from doctors and dentists are also
common in advertising.

8
MKT4230
8
Corporate Leaders as Spokespeople
This visual shows an advertisement from Jerome’s Furniture, which often uses their
president or chairman as an advertising spokesman. It introduces the use of corporate
leaders as advertising spokespeople. A number of companies use their founders, presidents,
or CEOs as the spokesperson in their ads.
Textbook
Pages 184 - 185 / Exhibit 6 - 3
Note: This is a good time to show the Jerome’s Furniture
spots on the instructor video DVDs. You may also wish to
show a Wendy’s ad. Dave Thomas, the founder of
Wendy’s fast-food restaurants, appeared in more than
800 ads for the company between 1989 and early 2002,
when he passed away. He is one of the most popular
and effective corporate executive spokespeople ever to
appear in commercials for a company.

9
MKT4230
9
Limitations of Credible Sources
Studies have shown that a high-credibility source is not always an asset, nor is a low-
credibility source always a liability. High- and low-credibility sources are equally effective
when they are arguing for a position opposing their own best interest.
A low-credibility source may also be as effective as a high-credibility sources due to the
sleeper effect, whereby the persuasiveness of the message increases with the passage of
time.
Over time, the association of the message with the source diminishes and the receiver’s
attention focuses more on the favorable information in the message.
Many advertisers hesitate to count on the sleeper effect, however, since exposure to a
credible source is a more reliable strategy.
Textbook
Page 185

10
MKT4230
10
Sources of Attractiveness
This chart explains the three basic characteristics of source attractiveness:
Textbook
Pages 185 - 187
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 personal
traits
Likeability

11
MKT4230
11
Top Celebrity Endorsers
This visual shows an ad featuring Maria Sharapova, who has endorsement contracts with a
number of companies, including Nike, Land Rover, Tiffany, and Cole Haan.
Textbook
Page 186 - 187
• Top Male Endorsers
– Tiger Woods
– Phil Mickelson
– LeBron James
– Michael Jordan
• Top Female Endorsers
– Maria Sharapova
– Jennifer Lopez
– Jessica Simpson
– Venus/Serena Williams
– Michele Wie

12
MKT4230
12
Advertising Risks of Using Celebrities
This chart outlines the risks to the advertiser when utilizing a celebrity spokesperson:
Textbook
Page 187 - 190
The celebrity’s behavior may pose a risk to the company
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

13
MKT4230
13
Meaning Movements and Endorsements
This meaning movement and endorsement model illustrates why celebrity endorsements are effective:
Textbook
Pages 190 - 193 / Figure 6 - 3

14
MKT4230
14
Kelly Ripa: The “Do-It-All” Woman
This ad featuring is an example of how a celebrity’s culturally acquired meanings carry over
to the endorsement process.
Textbook
Pages 190 - 191 / Exhibit 6 - 7
McCracken suggests that
celebrity endorsers bring
their meanings and image
into the ad, then transfer
them to the product they
are endorsing.
Then, in the final stage of
the process, the meanings
the celebrity has given to
the product are transferred
to the consumer.

This visual presents a list of factors that marketers should consider before spending the
company’s money to sign a celebrity endorser:
15
MKT4230
15
Choosing a Celebrity Endorser
Textbook
Pages 194
Trust
Risk
Familiarity
Likability
Factors
Match w/Audience
Match w/Product
Image
Cost

16
MKT4230
16
Q-Score = Star Power
Q-scores to determine the popularity of sport personalities, actors, actresses, and
entertainers. Marketing Evaluations, Inc. surveys a representative national panel of
consumers several times a year.
Lance Armstrong
Respondents are asked to indicate whether they have ever
seen or heard of a performer or sports personality and, if
they have, to rate him or her on a scale that includes:
• One of my favorites
• Very good
• Good
• Fair
• Poor
Q-scores are also broken down on the basis of demographic
criteria, such as a respondent’s age, income, occupation,
education, and race so that marketers have some idea of
how a celebrity’s popularity varies among different groups
of consumers.
Textbook
Pages 194

17
MKT4230
17
Applying Likability: Decorative Models
This visual shows an example of how some companies are taking a non-traditional approach
to advertising by using everyday women rather than supermodels in ads.
Textbook
Pages 194 - 196 / Exhibit 6 - 9
Research shows that physically attractive communicators
generally generate more favorable evaluations of both ads
and products than less attractive models. Recent studies,
however, show that some women experience negative
feelings when comparing themselves with the beautiful
models used in ads and the images of physical perfection
they represent. In response, some companies developed
advertising campaigns that tell women, as well as young
girls, that they’re beautiful just the way they are.
As this ad reflects, Dove has taken a social advocacy
approach in its campaigns, which uses everyday women to
“change the status quo and offer in its place a broader,
healthier, more democratic view of beauty.”

18
MKT4230
18
Source Power
This visual presents the final characteristics in Kelman’s classification scheme:
Textbook
Pages 196
Perceived Control Perceived Concern Perceived Scrutiny
Compliance

19
MKT4230
19
Clint Eastwood: Source Power
This ad is an example of source power. It reinforces the message that an indirect way of using
power is by using an individual with an authoritative personality. Clint Eastwood’s
authoritative image as a rugged, tough guy makes him an effective source in this public
service ad, which commands people to not pollute or damage public lands.
Textbook

20
MKT4230
20
Recall and Order of Presentation
A basic consideration in the design of a persuasive message is the order in which message
arguments will be presented. Research on learning and memory indicate that items
presented first and last are remembered better than those presented in the middle. The
strongest arguments should be placed at the beginning or end of the message, never in the
middle. Presenting the strongest arguments at the beginning of the message assumes a
primacy effect is operating, whereby information presented first is most effective. Putting
the strong points at the end assumes a recency effect, whereby the last arguments are most
persuasive.
Textbook
Recall
Beginning Middle End
Order of Presentation

21
MKT4230
21
Silk Uses an Open Ended Message
This ad for Silk Soymilk is a good example of an open-ended message, which encourages
consumers to be open to the idea of drinking soymilk.
Textbook
Marketing communicators must decide whether their
messages should draw a firm conclusion or allow receivers
to draw their own conclusions.
In general, messages with explicit conclusions are more
easily understood and effective in influencing attitudes.
However, this effectiveness can depend on the target
audience, the type of issue or topic, and the nature of the
situation. For example, more highly educated people may
resent attempts by the communicator to draw a
conclusion.

22
MKT4230
22
Buckley’s Uses a Two-Sided Message
This visual shows a Buckley’s ad, which uses a two-sided message structure to promote the
product’s effectiveness.
Textbook
Pages 198 - 199 / Exhibit 6 - 12
• A one-sided message mentions only positive attributes or
benefits.
• A two-sided message presents both good and bad points.
This ad for Buckley’s cough syrup is a good example of a two-sided
message. Ads for the brand typically poke fun at the cough syrup’s
terrible taste, but also suggest that the taste is one reason why it is
so effective. The persuasive impact of message sidedness depends
on a number of factors, including:
• The amount and importance of the negative information
• Attribute quality
• Placement of the negative information
• The correlation between negative and positive attributes
• Whether the advertiser discloses negative information voluntarily

23
MKT4230
23
An Ad Using a Refutation Appeal
In a special type of two-sided message known as a refutational appeal, the communicator
presents both sides of an issue and then refutes the opposing viewpoint. Refutational
messages are useful when marketers wish to build attitudes that resist change and must
defend against attacks or criticism of their products or their company.
Textbook
This ad used by the Almond Board of California
refutes nutritional concerns about the fat content of
almonds.
Acknowledging competitors’ claims and then refuting
them helps build resistant attitudes and customer
loyalty.

24
MKT4230
24
Verbal vs. Visual Messages
Ads use pictures to affect the way consumers process the accompanying copy. In this ad,
Arrowhead Mountain Spring Water uses a beautiful visual image of the mountains to
communicate a key product attribute… purity.
Textbook
Pages 199 - 200
Other advertisers design ads in which the visual portion
is incongruent with, or contradicts, the verbal
information presented. The logic behind this strategy is
that the use of an unexpected picture or visual will grab
the consumer’s attention and get him/her to engage in
a more effortful or elaborative processing.
Studies show that using a visual that in inconsistent
with the verbal content leads to more recall and
greater processing of the information presented.

25
MKT4230
25
Test Your Knowledge
The campaign centered around the theme “Pork, the Other White Meat” is designed to show
consumers that pork is as lean as chicken. Ads in this campaign use:
A. Conclusion drawing
B. A fear appeal
C. A refutational appeal
D. A humorous appeal
E. An affective conclusion

26
MKT4230
26
Message Appeal Choices
There are two broad categories of message appeals:
Textbook
Pages 201 - 202
Many believe that the most effective advertising combines practical reasons for purchasing a
product with emotional values.
Subsequent slides will discuss the message appeal options of comparative advertising, fear,
and humor.
Appeal to both
Appeal to the feelings and emotions of
consumers
Appeal to the logical, rational minds of
consumers

27
MKT4230
27
Message Appeal Options
This chart presents advertising message appeal options:
Textbook
Pages 202 - 206
Fear Appeals
•May stress physical
danger or threats to
health
•May identify
social threats
•Can backfire if level
of threat
is too high
Comparative Ads
•Especially useful
for new brands
•Often used for
brands with small
market share
•Used often in
political
advertising
Humor Appeals
•Can attract and
hold attention
•Often the best
remembered
•Puts consumers in
a positive mood

28
MKT4230
28
Miller Lite’s Comparative Advertising
This ad is an example of how the Miller Brewing Company effectively used comparative
advertising to take on Anheuser-Busch. Comparative ads hammered home the message that
Miller’s beers are better tasting than Anheuser-Busch brands, such as Budweiser and Bud
Light.
Textbook
Pages 202 - 203 / Exhibit 6 - 15
The ad shown here positions Miller Lite as the better-
tasting, low-carb alternative to Bud Light, which helped
increase sales to the highest level in a decade. Miller
stopped running comparative ads when research
showed that consumers were tiring of the combative
approach. However, the tactic was resurrected in 2007,
when Miller claimed taste superiority over Bud Light.
In politics, comparative ads are used to discredit the
character, record, or position of an opponent and create
doubt in voters’ minds. However, studies show that
“attack advertising” by politicians can result in negative
perceptions of both candidates.

29
MKT4230
29
Fear Appeals and Message Acceptance
This chart shows that the relationship between the level of fear in a message and acceptance
or persuasion is curvilinear. This means that message acceptance increases as the amount of
fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of
fear rises.
Textbook
Pages 203 - 204 / Figure 6 - 5

30
MKT4230
30
Humor Appeals
This chart summarizes the pros and cons of using humor in advertising:
Textbook
Pages 205 - 206
Does not aid persuasion in general
Cons
May harm recall and comprehension
May harm complex copy registration
Does not aid source credibility
Not effective in bringing about sales
May wear out faster than non-humorous
ads
Aids attention and awareness
Pros
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

31
MKT4230
31
Humor in Print Media
Humorous ads are often the best known and best remembered of all advertising messages,
and radio and TV commercials lend themselves to the execution of humorous messages. Use
this slide to show the use of humor in lesser-used print advertising.
Textbook
Pages 205 - 206 / Exhibit 6 - 18
This ad was used by the Australian New
Car Assessment Program, which
provides consumers in Australia and
New Zealand with information on the
level of occupant protection provided by
vehicles in front and side crashes.

32
MKT4230
32
Test Your Knowledge
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. a comparative advertising
D. a refutational appeal
E. a primacy appeal

33
MKT4230
33
Personal vs. Non-Personal Channels
Here are some of the pros and cons of personal versus non-personal ad channels:
Textbook
Pages 206 - 207
Personal Selling
• Flexible
• Powerful
• Real time
• Geared to large audience
• Static
Non-Personal Advertising

34
MKT4230
34
Differences in Information Processing
This chart presents examples of self-paced versus externally paced media:
Textbook
Page 207
Self-Paced Media
• Newspapers
• Magazines
• Direct Mail
• Internet
• Radio
• Television
Externally Paced Media
vs.

35
MKT4230
35
Context and Environment
Interpretation of an advertising message can be influenced by the context or environment in
which the ad appears. For example, an ad for a high-quality men’s clothing line might have
more impact in a fashion magazine like GQ than it would in Sports Afield.
Textbook
Pages 208 - 209 / Exhibit 6 - 19
This cover of Travel & Leisure magazine is an
example of an environment in which hotel,
restaurant, luggage, and other travel-related ads
would do well, partly because the articles,
pictures, and other ads help to excite readers
about travel.

36
MKT4230
36
Context and Environment
Cutter is the amount of advertising in a given medium. For television, clutter includes all the
non-program material that appears in the broadcast environment… commercials,
promotional messages for shows, public service announcements (PSAs), and the like.
Clutter is of increasing concern to advertisers because there are so many messages
competing for the consumer’s attention. On average, one-fourth of a broadcast hour on TV is
devoted to commercials; radio stations carry an average of 10-12 minutes of commercials per
hour.
And, commercials have dropped in length from 60 seconds, to 30 seconds, to 15 seconds.
That means many more commercials are now being shown. A viewer watching three hours of
prime-time programming on the major networks could be subjected to as many as 100
commercial messages.
The problem is not likely to go away, so advertisers must continue to look for ways to break
through the clutter, such as using humor, celebrity spokespeople, or novel, creative
approaches.
Textbook
Pages 209 - 210

Chapter 6 PowerPoint

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Chapter 6 PowerPoint

Similar to Chapter 6 PowerPoint (20)

Recently uploaded

Recently uploaded (20)

Chapter 6 PowerPoint