Source, Message andChannel Factors

The Persuasion Matrix

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

Receiver/comprehension

Channel/presentation

Message/yielding

Promotional Planning Elements

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Planning

Credibility

Attractiveness

Power

Internalization

Identification

Compliance

Credibility Internalization

Attractiveness Identification

Source Attributes and Receiver Processing Modes

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source Attribute Process

Skill

Knowledge

Expertise

Unbiased

Trustworthy

Objective

Unbiased

Trustworthy

Expertise

Skill

Knowledge

Source Credibility

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Source

Information

Source Attractiveness

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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 other

personal traits

LikeabilitySimilarity Familiarity

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

The celebrity’s behavior may pose a risk to the company

The target audience may not be receptive to celebrity endorsers

The celebrity may be overexposed, reducing his or her credibility

The celebrity may overshadow the product being endorsed

The target audience may not be receptive to celebrity endorsers

The celebrity may be overexposed, reducing his or her credibility

The celebrity may overshadow the product being endorsed

Risks of Using Celebrities

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Meaning Movement and the Endorsement Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Endorsements

Dramatizations

Testimonials

Placements

Identification

RepresentativesRepresentatives

Dramatizations

Placements

Testimonials

Endorsements

Modes of Celebrity Presentation

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Celebrity

Perceived control

Perceived concern

Perceived scrutiny

Perceived control

Perceived concern

Source Power

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Source Power

Recall and Presentation Order

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Recall

Beginning Middle End

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The campaign centered around the theme, “Pork, the Other White Meat” is designed to show consumers that pork is not all fat as some people think. These ads trying to convince consumers pork is as lean as chicken use:

A) conclusion drawing B) a fear appeal C) a refutational appeal D) a humorous appeal E) an affective conclusion

Appeal mostly to the logical, rational minds

of consumers

Message Appeal Choices

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Appeal to both the logical, rational minds of consumers and

to their feelings and emotions

Appeal mostly to the feelings and emotions

of consumers

FearAppeals

ComparativeAds

FearAppeals

ComparativeAds

Message Appeal Options

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

HumorAppeals

• May stress

physical danger or

threats to health

• May identify social

threats:

disapproval or

rejection

• May backfire if the

level of threat is

too high

• May be especially

useful for new

brands

• Often used for

brands with small

market share

• Frequently use in

political

advertising

• They can attract

and hold attention

• They are often the

best remembered

• They put the

consumer in a

positive mood

Fear Appeals and Message Acceptance

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Pros and Cons of Using Humor

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Does not aid persuasion in general

Aids attention and awareness

Pros Cons

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 than non-humorous ads

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

Does not aid persuasion in general

Aids attention and awareness

May harm recall and comprehension

May harm complex copy registration

Does not aid source credibility

Is not effective in bringing about sales

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

Creative Directors Opinions Regarding Use of Humor

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Favorable Unfavorable

Creative personnel Research directors

Radio and television

Consumer non-durables

Business services

Products related to the humorous play

Less suited for direct mail and newspapers

Corporate advertising

Industrial products

Goods and services of a sensitive nature

Creative Directors Opinions Regarding Use of Humor

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Audiences Favorable

Audiences Unfavorable

Younger Older

Well educated

Up-scale

Males

Professional

Less educated

Down-scale

Females

Semi- or Unskilled

Test Your Knowledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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

Self-PacedMedia

Self-PacedMedia

Self versus External Paced Media

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

Externally PacedMedia

vs.