1

Source, Message andChannel FactorsSource, Message andChannel Factors

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

The Persuasion Matrix

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

2

Who will be effective in

getting consumers’attention?

Who will be effective in

getting consumers’attention?

Source/attentionSource/attention

4

Receiver/comprehension

Receiver/comprehension

Can the receiver

comprehend the ad?

Can the receiver

comprehend the ad?

1

Which media will increase presentation?

Which media will increase presentation?

Channel/presentationChannel/

presentation

2

What type of message will

create favorable attitudes?

What type of message will

create favorable attitudes?

Message/yielding

Message/yielding

3

Receiver/comprehension

Receiver/comprehension

Channel/presentationChannel/

presentationMessage/yielding

Message/yielding

Promotional Planning Elements

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

Promotional PlanningPromotional Planning

CredibilityCredibility

AttractivenessAttractiveness

PowerPower

InternalizationInternalization

IdentificationIdentification

ComplianceCompliance

CredibilityCredibility InternalizationInternalization

AttractivenessAttractiveness IdentificationIdentification

Source Attributes and Receiver Processing Modes

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

Source AttributeSource Attribute ProcessProcess

3

SkillSkill

KnowledgeKnowledge

ExpertiseExpertise

UnbiasedUnbiased

TrustworthyTrustworthy

ObjectiveObjective

UnbiasedUnbiased

TrustworthyTrustworthy

ExpertiseExpertise

SkillSkill

KnowledgeKnowledge

Source Credibility

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

SourceSource

InformationInformation

Experts Lend Authority to an Appeal

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

4

Endorsement by Both a Celebrity and an Expert

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

Source Attractiveness

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

Resemblance between the source and

recipient of the message

Resemblance between the source and

recipient of the message

SimilaritySimilarity

Knowledge of the source

through repeated or prolonged

exposure

Knowledge of the source

through repeated or prolonged

exposure

FamiliarityFamiliarity

Affection for the source resulting from physical appearance, behavior, or

other personal traits

Affection for the source resulting from physical appearance, behavior, or

other personal traits

LikeabilityLikeabilitySimilaritySimilarity FamiliarityFamiliarity

5

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 celebrity’s behavior may pose a risk to the company

The target audience may not be receptive to celebrity endorsersThe target audience may not be receptive to celebrity endorsers

The celebrity may be overexposed, reducing his or her credibility

The celebrity may be overexposed, reducing his or her credibility

The celebrity may overshadow the product being endorsed

The celebrity may overshadow the product being endorsed

The target audience may not be receptive to celebrity endorsersThe target audience may not be receptive to celebrity endorsers

The celebrity may be overexposed, reducing his or her credibility

The celebrity may be overexposed, reducing his or her credibility

The celebrity may overshadow the product being endorsed

The celebrity may overshadow the product being endorsed

Risks of Using Celebrities

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

6

Meaning Movement and the Endorsement Process

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

Energy and Power - In the Athlete and in the Product

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

7

Yao Ming is a Popular Endorser in China

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

EndorsementsEndorsements

DramatizationsDramatizations

TestimonialsTestimonials

PlacementsPlacements

IdentificationIdentification

RepresentativesRepresentativesRepresentativesRepresentatives

DramatizationsDramatizations

PlacementsPlacements

TestimonialsTestimonials

EndorsementsEndorsements

Modes of Celebrity Presentation

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

CelebrityCelebrity

8

Undermining the Traditional Approach

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

Perceived controlPerceived control

Perceived concernPerceived concern

Perceived scrutinyPerceived scrutiny

Perceived controlPerceived control

Perceived concernPerceived concern

Source Power

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

Source PowerSource Power

9

Recall and Presentation Order

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

Rec

all

Beginning Middle End

Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup

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

10

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

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 to both the logical, rational minds of consumers and

to their feelings and emotions

Appeal mostly to the feelings and emotions

of consumers

Appeal mostly to the feelings and emotions

of consumers

11

FearAppealsFear

AppealsComparative

AdsComparative

AdsFear

AppealsFear

AppealsComparative

AdsComparative

Ads

Message Appeal Options

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

HumorAppealsHumorAppeals

• 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 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

• 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

• They can attract and hold attention

• They are often the best remembered

• They put the consumer in a positive mood

Miller Lite Used Comparative Advertising To Take on Bud Light

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

12

Fear Appeals and Message Acceptance

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

Threat Plus Solution Gently Persuades

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

13

Pros and Cons of Using Humor

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

Does not aid persuasion in general

Does not aid persuasion in general

Aids attention and awareness

Aids attention and awareness

ProsPros ConsCons

May harm recall and comprehension

May harm recall and comprehension

May harm complex copy registration

May harm complex copy registration

Does not aid source credibility

Does not aid source credibility

Is not effective in bringing about sales

Is not effective in bringing about sales

May wear out faster than non-humorous ads

May wear out faster than non-humorous ads

May aid retention of the message

May aid retention of the message

Creates a positive mood and enhances persuasionCreates a positive mood and enhances persuasion

May aid name and simple copy registration

May aid name and simple copy registration

May serve as a distracter, reducing counterarguing

May serve as a distracter, reducing counterarguing

Does not aid persuasion in general

Does not aid persuasion in general

Aids attention and awareness

Aids attention and awareness

May harm recall and comprehension

May harm recall and comprehension

May harm complex copy registration

May harm complex copy registration

Does not aid source credibility

Does not aid source credibility

Is not effective in bringing about sales

Is not effective in bringing about sales

May aid retention of the message

May aid retention of the message

Creates a positive mood and enhances persuasionCreates a positive mood and enhances persuasion

May aid name and simple copy registration

May aid name and simple copy registration

May serve as a distracter, reducing counterarguing

May serve as a distracter, reducing counterarguing

Clever Execution of Humor in a Print Ad

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

14

Creative Directors Opinions Regarding Use of Humor

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

FavorableFavorable UnfavorableUnfavorable

Creative personnelCreative personnel Research directors

Radio and televisionRadio and television

Consumer nonConsumer non--durables durables

Business servicesBusiness services

Products related to Products related to the humorous playthe 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 Audiences FavorableFavorable

Audiences Audiences UnfavorableUnfavorable

Younger Older

Well educated

Up-scale

Males

Professional

Less educated

Down-scale

Females

Semi- or Unskilled

15

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-PacedMedia

Self-PacedMedia

Self versus External Paced Media

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

• Newspapers

• Magazines

• Direct Mail

• Internet

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

• Radio

• Television

Externally PacedMedia

Externally PacedMedia

vs.vs.vs.

16

The Image of a Magazine Can Enhance an Ad

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