This document discusses factors that influence persuasion, including source, message, and channel factors. It covers topics like source credibility, attractiveness, and risks of using celebrities. Message factors explored include structure, appeals, and visual vs verbal messages. Channel factors examined personal vs nonpersonal channels, effects of different media types, and environmental context. The goal is to understand how these communication components can be used to increase attention, comprehension, yielding, and retention among receivers.

1. Source, Message and Channel Factors

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

4. Can the receiver comprehend the ad?

5. Channel/presentation

6. Which media will increase presentation?

7. Message/yielding

8. What type of message will create favorable attitudes?

9. Source/attention

12. Skill

14. Unbiased

17. 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

18. THANDE KA TADKA… PIYO SAR UTHA KE SABKA THANDA EK…

19. Meaning Movement and the Celebrity Endorsement Process Stage 1 Stage 2 Stage 3 Objects Persons Context Role 1 Role 2 Product Celebrity Consumer Product Celebrity Role 3

21. 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

22. Message Recall and Presentation Order Recall Beginning Middle End

23. Conclusion Drawing

24. Visual image supports the verbal appeal in this ad

27. Message Factors Message Appeals Comparative Advertising Fear Appeals Humor Appeals Sex Appeals

28. Sorrell Ridge uses a comparative ad

30. Humor Appeal

31. 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 serve as a distracter and reduce the level of counter arguing Disadvantages Does not aid persuasion in general May harm recall and comprehension Does not aid source credibility May wear out faster

32. 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