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Chapter06
The document discusses various factors related to message sources, content, and channels in promotional planning. It provides examples of Tiger Woods' lucrative endorsement deals with Nike starting in 1996. It also shows diagrams of the persuasion matrix that outlines elements to consider, including the source's ability to gain attention, the receiver's ability to comprehend the message, and which media channels will increase message presentation and persuasiveness. Celebrities are often used as sources due to their attractiveness and ability to induce persuasion through identification, though they also carry advertising risks if their behavior affects their credibility.
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Chapter06
- 1. Source, Message, and Channel Factors 6 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
- 2. Nike and TigerWoods • 1996 Lucrative endorsement deal even though Nike didn’t make golf clubs/equipment • 1998 Nike Golf Formed Nike ball developed • 2000 sign Tiger to $105 million deal • 2002 developed clubs • Golf has exploded as a sport • Tiger endorses other things • Ouch!!!
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- 4. Promotional Planning Elements 4 Source Attention Source Attention Who will be effective in getting consumers’ attention? Who will be effective in getting consumers’ attention? 1 Receiver Receiver Comprehension Comprehension Can the receiver comprehend the ad? Can the receiver comprehend the ad? PPrroommoottiioonnaall PPllaannnniinngg 2 Channel Presentation Channel Presentation Which media will increase presentation? Which media will increase presentation? 3 Message Yielding Message Yielding What type of message will What type of message will create favorable attitudes? create favorable attitudes?
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- 6. Source Attributes —Receiver Processing Modes
- 7. Source Credibility EEtthhiiccaall KKnnoowwlleeddggeeaabbllee TTrruussttwwoorrtthhyy SSoouurrccee SSkkiillllffuull EExxppeerriieenncceedd BBeelliieevvaabbllee UUnnbbiiaasseedd HHoonneesstt
- 8. Experts Lend Authorityto an Appeal
- 9. Corporate Leaders asSpokespeople *Click outside of the video screen to advance to the next slide
- 10. Limitations of CredibleSources • High- and low-credibility sources – Equally effective when arguing for a position opposing their own best interest • Sleeper effect – Persuasiveness increases over time
- 11. Source Attractiveness SSiimmiillaarriittyy Resemblance between the source and recipient of the Resemblance between the source and recipient of the message message FFaammiilliiaarriittyy Knowledge of the source through Knowledge of the source through repeated or prolonged exposure repeated or prolonged exposure LLiikkeeaabbiilliittyy Affection for the source resulting from physical appearance, behavior, or personal traits Affection for the source resulting from physical appearance, behavior, or personal traits
- 12. 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
- 13. Test Your Knowledge 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
- 14. Advertising Risks ofUsing Celebrities The celebrity may overshadow the product being endorsed The celebrity may overshadow the product being endorsed The celebrity may be overexposed, The celebrity may be overexposed, reducing his or her credibility reducing his or her credibility The target audience may not be receptive to celebrity endorsers The target audience may not be receptive to celebrity endorsers The celebrity’s behavior may pose The celebrity’s behavior may pose a risk to the company a risk to the company
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- 16. Meaning Movement &the Endorsement Process
- 17. Energy & Power– The Athlete and the Product
- 18. Yao Ming isa Popular Endorser in China
- 19. Choosing a CelebrityEndorser Factors Match Match w/audience w/audience MMaattcchh ww//pprroodduucctt IImmaaggee CCoosstt TTrruusstt RRiisskk FFaammiilliiaarriittyy LLiikkaabbiilliittyy
- 20. Familiarity and Appeal • Q-scores –% of those who say “one of my favorites” divided by % who have heard of him/her • Sports stars average 17; performers 18 – Broken down by demographic criteria • Fame index database – 10,000 celebrities rated by 250 criteria • Age, sex, residence, career highlights, charity affiliations, fears, interests, additions, etc.
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- 22. Source Power Perceived control Perceived control Perceived concern Perceived concern Perceived scrutiny Perceived scrutiny CCoommpplliiaannccee
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- 25. Message Structure Recall Order of Presentation Beginning Middle End
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- 29. Verbal vs. VisualMessages
- 30. 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
- 31. Message Appeal Choices Appeal to the logical, rational minds of Appeal to the logical, rational minds of consumers consumers Appeal to the feelings Appeal to the feelings and emotions of and emotions of AAppppeeaall ttoo bbootthh consumers consumers
- 32. Message Appeal Options Fear Appeals Fear Appeals •May stress physical danger or threats to health •May identify social threats •Can backfire if level of threat is too high •May stress physical danger or threats to health •May identify social threats •Can backfire if level of threat is too high Comparative Comparative Ads Ads •Especially useful for new brands •Often used for brands with small market share •Used often in political advertising •Especially useful for new brands •Often used for brands with small market share •Used often in political advertising Humor Appeals Humor Appeals •Can attract and hold attention •Often the best remembered •Put consumers in a positive mood •Can attract and hold attention •Often the best remembered •Put consumers in a positive mood
- 33. Miller Lite’s ComparativeAdvertising
- 34. Fear Appeals andMessage Acceptance
- 35. Protection Motivation Dangersof Hepatitis A Havrix vaccination
- 36. Humor Appeals CCoonnss Does not aid persuasion in Does not aid persuasion in general general May harm recall and May harm recall and comprehension comprehension May harm complex copy May harm complex copy registration registration Does not aid source Does not aid source credibility credibility Is not effective in bringing Is not effective in bringing about sales about sales May wear out faster than May wear out faster than non-humorous ads non-humorous ads PPrrooss Aids attention and Aids attention and awareness awareness May aid retention of the May aid retention of the message message Creates a positive mood and enhances persuasion Creates a positive mood and enhances persuasion May aid name and simple May aid name and simple copy registration copy registration May serve as a distracter, reducing counterarguing May serve as a distracter, reducing counterarguing
- 37. Humor in PrintMedia
- 38. 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) comparative advertising D) a refutational appeal E) a primacy appeal
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- 40. Channel Factors PPeerrssoonnaall •Flexible •Powerful •Real time •Flexible •Powerful •Real time NNoonnppeerrssoonnaall • No personal contact • Geared to a large audience • Static • No personal contact • Geared to a large audience • Static
- 41. Differences in InformationProcessing Self-Paced Media Self-Paced Media • Newspapers • Magazines • Direct Mail • Internet • Newspapers • Magazines • Direct Mail • Internet Externally Paced Media Externally Paced Media • Radio • Television • Radio • Television vs.
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Editor's Notes
- #4 Relation to textThis slide relates to material on pp. 177-178 and Figure 6-1 of the text. Summary OverviewThis slide presents the persuasion matrix, which helps marketers see how each controllable element of the communication process interacts with the consumer’s response process. The matrix has two sets of variables. Independent variables are the controllable components of the communication process; dependent variables are the steps a receiver goes through in being persuaded. The numbers in the cells represent decisions that can be evaluated using the persuasion matrix; they are explained in the next slide. Use of this slideThis slide can be used to introduce the persuasion matrix and explain how it is helpful to promotional planners in developing effective advertising and promotional campaigns. Promotional planners must consider how decisions about each communication component will influence the various stages of the response process.
- #5 Relation to textThis slide relates to material on pp. 177-178 and Figure 6-1 of the text. Summary OverviewThis slide presents specific decisions that correspond to the numbers in the cells of the persuasion matrix in the previous slide. These include: Receiver/comprehension – Can the receiver comprehend the ad? Consideration must be given to whether the target audience can understand and comprehend a message. Channel/presentation – Which media will increase presentation? How effective is a particular media vehicle in reaching the target audience? Message/yielding – What type of message will create favorable attitudes or feelings? Marketers try to create messages that will lead to positive feelings toward the product. Source/attention – Who will be effective in getting consumers’ attention? Marketers select sources that will be effective in gaining the attention of the target audience such as celebrities, athletes, or attractive models. Use of this slideThe persuasion matrix helps marketers see how each controllable element of the communication process interacts with the stages of the consumer’s response process. This slide can be used to show the independent and dependent variables of the persuasion matrix and how they interact.
- #6 Relation to textThis slide relates to Exhibit 6-1, found on page 178 of the text. Summary OverviewThe 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 across Hayden Panettiere, who appears in this ad sponsored by The Milk Processor Education Program. An indirect source 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. Use of this slideThis slide can be used as part of a discussion of X
- #7 Relation to textThis slide relates to material on pp. 178-183 and Figure 6-2 of the text. Summary OverviewThis slide shows the various categories of source attributes, and the receiver processing mode associated with each. 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 to receive rewards or avoid punishment. Use of this slideThis slide can be used to introduce the major categories of source attributes and the mode through which each can lead to persuasion.
- #8 Relation to textThis slide relates to material on pp. 178-179 of the text. Summary OverviewThere are two important dimensions to source credibility, expertise and trustworthiness. Marketers recognize that expertise is extremely important and choose spokespersons who have knowledge, skill, or experience with a particular product or service area. Endorsements from individuals or groups recognized as experts, such as doctors or dentists, are common in advertising. While expertise is important, the target audience must also find the source believable. Trustworthiness relates to the source’s objectivity, honesty, and believability. Use of this slideThis slide can be used to show the basic dimensions of source credibility, expertise, and trustworthiness. Research has shown that expert and/or trustworthy sources are more persuasive than sources that have less expertise or trustworthiness. Therefore, marketers try to select individuals whose credibility traits will maximize their influence.
- #9 Relation to textThis slide relates to material on p. 179 and Exhibit 6-2 of the text. Summary OverviewThis slide shows an ad for Dove soap, which promotes the fact that it recommended by dermatologists who are experts in skin care. This is an example of the use of source credibility where companies use endorsements from individuals or groups recognized as experts. Use of this slideThis slide can be used to demonstrate how advertisers apply the concept of source expertise in their advertising messages.
- #10 Relation to textThis slide contains a Wendy’s commercial that relates to the material on p. 181 of the text. Summary OverviewThis commercial features Dave Thomas, the founder of Wendy’s fast-food restaurants, who appeared in more than 800 ads for the company between 1989 and early 2002, when he passed away. He is considered one of the most popular and effective corporate executive spokespeople ever to appear in commercials for a company. Thomas was an unpretentious man whose folksiness made him very effective as an advertising spokesperson. He became a celebrity to the Wendy’s franchisees and workers, as well as to the general public. Use of this slideThis commercial can be used to discuss the use of corporate leaders as advertising spokespeople. A number of companies use their founders, presidents, or CEOs as the spokesperson in their ads. While Dave Thomas was very effective for Wendy’s, the same cannot be said for many other corporate leaders who appear in ads for their companies.
- #11 Relation to textThis slide relates to page 182 of the text. Summary OverviewSeveral 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 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. With time, the association of the message with the source diminishes and the receiver’s attention focuses more on favorable information in the message. Many advertisers hesitate to count on the sleeper effect, since exposure to a credible source is a more reliable strategy. Use of this slideUse this slide when discussing the effectiveness of high- and low-credibility sources, and the sleeper effect, which can make a low-credibility source more credible over time.
- #12 Relation to textThis slide relates to material on pp. 182-183 of the text. Summary OverviewThis slide shows the components of source attractiveness… similarity, familiarity, and likeability. Similarity – resemblance between the source and the recipient of the message. Marketers recognize that people are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity (e.g. similar needs, goals, interests, lifestyles). Familiarity – knowledge of the source through exposure. Familiarity is enhanced through repeated or prolonged exposure. Likeability – affection for the source as a result of physical appearance, behavior, or other personal traits. Consumers can admire physical appearance, talent, and/or personality even if the source is not well known or a celebrity. Marketers recognize that receivers of persuasive communications are more likely to attend to and identify with people they find likable or similar to themselves. Therefore, they often choose individuals who are admired, such as TV and movie stars, athletes, and other popular individuals to deliver their messages. Use of this SlideThis slide can be used to explain the three basic characteristics of source attractiveness.
- #13 Relation to textThis slide relates to page 183 of the text. Summary OverviewAdvertisers recognize the value of using spokespeople who are admired, and pay huge sums for their product endorsement. This ad shows Maria Sharapova, who has endorsement contracts with a number of companies, including Mike, Canon, Motorola, and Tag Heuer. Use of this slideUse this slide to identify some of the top celebrity endorsers today. It is interesting to point out that the top spots go to athletes, followed by actors and singers.
- #14 Answer: D
- #15 Relation to textThis slide relates to pp. 184-186 of the text. Summary OverviewAlthough celebrities can be effective in gaining attention and influencing consumers, there are some factors that must be considered before deciding to use them. These are: Overshadowing the product – advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, but not overshadow the brand. Overexposure – consumers can become skeptical when a celebrity endorses too many products or companies and becomes overexposed. Target audiences’ receptivity – it is important for marketers to select a celebrity endorser who matches and is well received by the advertiser’s target audience. Risk to the advertiser – the advertiser needs to select an endorser who will not embarrass the company. Researching the celebrity’s personal life and background to reduce this risk is becoming common. Use of this slideThis slide can be used to demonstrate the risks to the advertiser when selecting a celebrity spokesperson. It is important for advertisers to consider these factors in their decisions, as celebrity endorsements cost huge sums of money.
- #16 Relation to textThis slide relates to Figure 6-3 on page 185. Summary OverviewThis slide shows the traits that consumers find important in celebrity endorsers. It is interesting to point out how the importance given each trait varies by the age of the target audience, and on which traits age has no impact. Use of this slideThis slide can be used as part of a discussion about celebrity traits.
- #17 Relation to textThis slide relates to material on pp. 186-187 and Figure 6-4 of the text. Summary OverviewThe meaning movement and endorsement model illustrates why celebrity endorsements are effective. It is based on the premise that credibility and attractiveness do not sufficiently explain how and why celebrity endorsements work. According to the model, a celebrity’s effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process. There are three stages of meaning movement: Stage 1 – celebrities draw these meanings from the roles they assume in their television, movie, military, athletic, and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts. Stage 2 – celebrities bring their meanings and image into the ad and transfer them to the product they are endorsing. Stage 3 – the meanings the celebrity has given to the product are transferred to the consumer. This model is useful to marketers in selecting the celebrity who best matches the meaning or image the company wants to create and/or convey. The image a celebrity projects to the consumer can be just as important as their ability to attract attention. While some advertising and marketing executives rely on their own intuition and gut feeling, many turn to research that measures a celebrity’s familiarity and appeal among their target audience. Use of this slideThe slide can be used to discuss the meaning transfer model of celebrity endorsement developed by Grant McCracken.
- #18 Relation to textThis slide relates to material on pp. 186-187 and Exhibit 6-6 of the text. Summary OverviewThis slide shows an ad for PowerBar, which uses champion cyclist Lance Armstrong as a celebrity endorser. Armstrong has a variety of meanings he brings to the endorsement process. He has a developed a very favorable image as a fierce competitor and an All-American superhero by winning the grueling Tour de France cycling race seven times after overcoming a life-threatening form of cancer. PowerBar takes advantage of Armstrong’s image as a competitor and champion with great determination in ads such as this. He brings his own meanings and image to the product through his endorsement, which is then transferred from the product to the consumer. Use of this slideThis slide can be used to explain stage 1 of the meaning movement and endorsement model. According to McCracken, celebrities draw powerful meanings from the roles they assume in their lives and careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts. Out of the objects, persons, and contexts, are meanings, which are transferred to and reside in the celebrity.
- #19 Relation to textThis slide relates to material in pp. 187 of the text. Summary Overview NBA basketball star Yao Ming has become a very effective endorser for companies trying to enter China. According to a marketing study conducted by the University of Chicago, urban Chinese consumers value such attributes as hard-working, self-confidence, respect, talent, heroism, and lightheartedness. Ming rated higher on these qualities than did other celebrities. Use of this slideThis slide can be used as an example of how a celebrity endorser can bring their image and meanings into an ad and transfer them to the product they are endorsing.
- #20 Relation to textThis slide relates to pg. 189 of the text. Summary OverviewMarketers must consider many factors when choosing a celebrity to serve as an advertising spokesperson. Among the most important factors are (1) the celebrity’s match with the target audience and the product/service or brand, (2) the overall image of the celebrity, (3) the cost of acquiring the celebrity, (4) trustworthiness, (5) the risk of controversy, and (6) the celebrity’s familiarity and likability among the target audience. Use of this slideUse this slide to introduce the factors that marketers should consider before spending the company’s money to sign a celebrity endorser.
- #21 Relation to textThis slide relates to page. X-X of the text, which discusses X. Summary OverviewThis slide shows X Use of this slideThis slide can be used as part of a discussion of X
- #22 Relation to textThis slide relates to material on pp. 190-191 and Exhibit 6-8 of the text. Summary Overview Advertisers often draw attention to their ads by featuring a physically attractive person who serves as a passive or decorative model, rather than as an active communication. 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 beautiful models used in ads and the images of physical perfection they represent. In response, some companies have developed advertising campaigns that tell women, as well as young girls, that they’re beautiful just the way they are. This ad for Dove’s Firming lotion, cream, and body wash, features “real women.” Unilever’s Dove brand has long eschewed the use of supermodels, preferring to use everyday women and girls who resemble its typical consumers. Use of this slideThis slide can be used to show an example of how some companies are taking a non-traditional approach to advertising by using less-attractive models.
- #23 Relation to textThis slide relates to material on pp. 191-192 of the text. Summary Overview Source power depends on several factors: The source must be perceived as being able to administer positive or negative sanctions to the receiver (perceived control) The receiver must think the source cares about whether or not the receiver conforms (perceived concern). The receiver’s estimate of the source’s ability to observe conformity is also important (perceived scrutiny). When a receiver perceives a source as having power, influence occurs through a process known as compliance. The receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment. Use of this slideThis slide can be used to discuss the use of source power and its possible applications, such as in personal selling.
- #24 Relation to textThis slide relates to pp. 191-192 of the text. Summary OverviewPower as a source characteristics is difficult to apply in advertising, because a communicator in an ad cannot apply sanctions to the receiver or determine whether compliance actually occurs. 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. Use of this slideUse this slide to show how an source power can be used indirectly.
- #25 Relation to textThis slide relates to material on pp. 177-178 and Figure 6-1 of the text. Summary OverviewThis slide presents the persuasion matrix, which helps marketers see how each controllable element of the communication process interacts with the consumer’s response process. The matrix has two sets of variables. Independent variables are the controllable components of the communication process; dependent variables are the steps a receiver goes through in being persuaded. The numbers in the cells represent decisions that can be evaluated using the persuasion matrix; they are explained in the next slide. Use of this slideThis slide can be used to introduce the persuasion matrix and explain how it is helpful to promotional planners in developing effective advertising and promotional campaigns. Promotional planners must consider how decisions about each communication component will influence the various stages of the response process.
- #26 Relation to textThis slide relates to material on pp. 192-180 and Figure 6-5 of the text. Summary OverviewA 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. As this chart shows, 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. Use of this slideThis slide can be used to explain message recall as a function of order of presentation.
- #27 Relation to textThis slide relates to page 193 and Exhibit 6-10 of the text. Summary OverviewMarketing 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. Use of this slideThis 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.
- #28 Relation to textThis slide relates to material on pp. 193-194 and Exhibit 6-11 of the text. Summary OverviewA 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 a reason why it is effective. Buckley’s has a long history of dwelling on the negative, with ads containing such promises as, “Relief is just a yuck away”, and “Not new. Not improved.” The humorous, two-sided ads have helped make the Buckley’s one of the leading brands of cough syrup in Canada, and the company is using the campaign to enter the U.S. market. Use of this slideUse this slide as an example of a two-sided message structure.
- #29 Relation to textThis slide relates to page 194 of the text. Summary OverviewIn 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 appeals are more effective than one-sided messages because they tend to “inoculate” the target audience against a competitor’s counterclaims. This ad used by the Almond Board of California refutes nutritional concerns about the fat content of almonds. Use of this slideUse this slide to introduce the topic of refutation.
- #30 Relation to textThis slide relates to pp. 194-195 of the text. Summary OverviewVisual images are often designed to support verbal appeals. In this ad, for instance, Rain-X Self-Dry Car Wash uses a clever visual image to communicate the key attribute of the product. 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 consumers’ attention and get them to engage in a more effortful or elaborative processing. Use of this slideThis slide can be used as part of a discussion about verbal and visual messages.
- #31 Answer: C
- #32 Relation to textThis slide relates to material on p. 195 of the text. Summary OverviewOne of the advertiser’s most important creative strategy decisions involves the choice of an appropriate appeal. There are two broad categories of message appeals: Rational – focus on consumer’s practical, functional, or utilitarian needs Emotional – focus on consumer’s social and/or psychological needs or feelings Many believe that the most effective advertising combines the practical reasons for purchasing a product with emotional values. Use of this slideThis slide can be used to introduce the broad categories emotional and rational appeals. Subsequent slides will discuss the message appeal options of comparative advertising, fear, and humor.
- #33 Relation to textThis slide relates to material on pp. 195-200 of the text. Summary OverviewThe slide shows the various advertising message appeal options that can be used in an advertising message. These include: Comparative Ads – directly or indirectly naming competitors in an ad and comparing one or more specific attributes. Characteristics of comparative advertising include: FTC advocated this type of advertising in 1972 to give consumers a more rational basis for making purchase decisions. Helps get new brands into the evoked set of the consumer Often used for brands with small market share Used frequently for political advertising Fear appeals – evokes an emotional response of danger and arouses individuals to take steps to remove the threat. Characteristics of fear appeals include: May stress physical danger (illegal drugs) or social rejection (mouthwash, deodorant) Has both facilitating and inhibiting effects Humor appeals – evoke an emotional response by making people laugh or feel good about a company or brand. Characteristics of humorous appeals include: An effective way to attract and hold attention Put consumer in positive mood Can wear out once the receiver gets the joke or punch line Use of this slideThis slide can be used to discuss advertising message appeal options. One of the advertiser’s most important creative strategy decisions involves the choice of an appropriate appeal. Many factors can influence this choice, such as the type of product, image of company, message to be delivered, and target audience.
- #34 Relation to textThis slide relates to the material on page 195 of the text. Summary OverviewThis slide shows a print ad that the Miller Brewing Company ran as part of its “Good Call” comparative advertising campaign. Comparative ads hammered home the message that Miller’s beers are better tasting than Anheuser-Busch brands, such as Budweiser and Bud Light. The ad shown here positions Miller Lite as the better-tasting, low-carb alternative to Bud Light, and 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. Use of this slideThis ad is an example of how the Miller Brewing Company effectively used comparative advertising to take on Anheuser-Busch brands.
- #35 Relation to textThis slide relates to material on pp. 197-199 and Figure 6-6 of the text. Summary OverviewThis slide shows the relationship between fear levels and message acceptance. The chart suggests 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. Fear appeals have both facilitating and inhibiting effects. Low levels of fear have facilitating effects, which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus, increasing fear from low to moderate can result in increased persuasion. High levels of fear, however, can produce inhibiting effects, whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively, or denying the arguments outright. Use of this slideThis slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.
- #36 Relation to textThis slide relates to material on page 199 and Exhibit 6-15 of the text. Summary Overview According to the protection motivation model, four cognitive appraisal processes mediate an individual’s response to a threat: The information available regarding the severity of the perceived threat The perceived probability that the threat will occur The perceived ability of a coping behavior to remove the threat The individual’s perceived ability to carry out the coping behavior The Havrix ad shown on this slide discusses how tourists can pick up hepatitis A when traveling to high-risk areas outside the United States and described the severity of the problem. However, the ad reduces anxiety by offering a solution to the problem… a vaccination with Havrix. Use of this slideUse this slide to illustrate how a marketer can induce fear in consumers, then entice them to purchase a product or service with which to reduce or eliminate that fear.
- #37 Relation to textThis slide relates to material on pp. 199-200 and Figure 6-7 of the text. Summary OverviewThis slide summarizes findings from a study conducted of top advertising agency research and creative directors regarding the pros and cons of using humor. Although humorous ads are some of the best known and most memorable of all advertising messages, not every product or every marketing situation lends itself to humor. Advertisers should consider these pros/cons in their decisions regarding the use of humor to attract attention and gain awareness for their products. Use of this slideThis slide can be used to discuss the pros and cons of using humor appeals.
- #38 Relation to textThis slide relates to material on pp. 185 –186 and Exhibit 6-15 of the text. Summary OverviewThis slide shows a humorous print ad for Altoids gum. This award-winning magazine ad was used to attract attention and generate curiosity about the new brand. Humorous ads have also been used effectively by FedEx, Geico, Pepsi, and Budweiser. Use of this slideThis slide can be used to show the use of humor in print advertising and aid in a discussion of why advertisers use humor. Humorous appeals can be difficult to execute in print advertisements but the Leo Burnett agency has been able to do so very effectively with the ads it creates for Altoids.
- #39 Answer: B
- #40 Relation to textThis slide relates to material on pp. 177-178 and Figure 6-1 of the text. Summary OverviewThis slide presents the persuasion matrix, which helps marketers see how each controllable element of the communication process interacts with the consumer’s response process. The matrix has two sets of variables. Independent variables are the controllable components of the communication process; dependent variables are the steps a receiver goes through in being persuaded. The numbers in the cells represent decisions that can be evaluated using the persuasion matrix; they are explained in the next slide. Use of this slideThis slide can be used to introduce the persuasion matrix and explain how it is helpful to promotional planners in developing effective advertising and promotional campaigns. Promotional planners must consider how decisions about each communication component will influence the various stages of the response process.
- #41 Relation to textThis slide relates to material on pp. 201-204 of the text. Summary Overview The final controllable variable of the communications process is the channel or medium used to deliver the message to the target audience. These channels fall into two broad media categories, personal and non-personal. Use of this slideUse this slide to discuss the pros and cons of personal versus non-personal channels.
- #42 Relation to textThis slide relates to material on p. 201 of the text. Summary OverviewThere are basic differences in the manner and rate at which information from various forms of media is transmitted and can be processed. The two broad classifications of media are: Self-paced – readers/viewers process the ad at their own rate. Self-paced media include print media such as newspapers, magazines, and direct mail as well as the Internet. Externally-paced – the transmission rate is controlled by the medium. Externally- paced media include radio and television. Use of this slideThis slide can be used to explain the concept of self-paced versus externally-paced media. Some implications for advertisers are that self-paced media make it easier for the message recipient to process long, complex messages. Advertisers can use print media or the Internet to present a detailed message with a lot of information. Externally-paced media are more effective for shorter message and are good for getting attention and then directing consumers to specific print media or the Internet where more detailed information can be presented.
- #43 Relation to textThis slide relates to the material on pp. 201-202 of the text. Summary OverviewInterpretation 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. 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. Use of this slideThis slide can be used as part of a discussion of qualitative media effects and the reception environment that magazines create for advertisers.
- #44 Relation to textThis slide relates to material on pp. 202-203 of the text. Summary Overview Clutter is the amount of advertising in a medium. For television, clutter includes all the nonprogram 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. Use of this slideUse this slide to introduce the issue of clutter in today’s marketing mediums. The problem is not likely to go away, which means advertisers must continue to look for ways to break through the clutter, such as using humor, celebrity spokespeople, or novel, creative approaches.