44694045 advertising and promotion belch ch06

7/29/2019 44694045 Advertising and Promotion Belch Ch06

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Source, Message and Channel

Factors


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The Persuasion Matrix

Independent variables: The Communications Components

Source Message Channel Receiver Destination

4

3

2

1

Messagepresentation

Attention

Comprehension

Yielding

Retention

Behavior

Dependent

Variables


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Promotional Planning

Through The Persuasion Matrix

1. Receiver/comprehension

Can the receiver comprehend the ad?

2. Channel/presentation

Which media will increase presentation?

3. Message/yielding

What type of message will create favorable

attitudes?4. Source/attention

Who will be effective in getting consumers

attention?


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Source Factors

The message by a source can be in either adirect or indirect manner.

A direct source is a spokesperson who delivers a promotional message,

demonstrates a product or service,

endorses a product or service

Spokespeople used in advertisements or a companys

sales representatives are examples of direct sources.

An indirect source does not actually deliver amessage but rather is

used to draw attention to or enhance the appearance of

a promotional message.

Decorative models indirect source


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Source Attributes and

Receiver Processing Modes

Source attribute Process

CompliancePower

IdentificationAttractiveness

InternalizationCredibility


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Source Credibility

The extend to which the source isseen as having:

Knowledge

Skill

Expertise

And the source is perceived asbeing:

Trustworthy

Unbiased

Objective


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Source Credibility

Limitations of high credible sources insome situations a high-credibility source

may be less effective than a moderate- or

low-credibility source When the receiver has a favorable initial

attitude or opinion, the use of a highly credible

source may lead the receiver to attribute his or

her opinion to the source rather than the

message being communicated.


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Source Credibility

Limitations of credible sources Howeverwhen a moderate- or low- credibility

source is used, the receiver cannot really

attribute his or her attitude or opinion tothe source.

The sleeper effect phenomenon is

another reason why a low-credibilitysource may be just as effective as a

source high in credibility.


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Source Attractiveness

Similarity Resemblance between the source and

recipient of the message

Familiarity

Knowledge of the source throughrepeated or prolonged exposure

Likeability Affection for the source resulting from

physical appearance, behavior, or otherpersonal traits


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The Use of Celebrities

Endorsements Celebrity, whether an expert or not, agrees to the use of his

or her name and image in the promotion of the product.

Testimonials

The celebrity, usually an expert with experience with the

product, attests to its value and worth.

Dramatizations

Celebrity actors or models portray the brand in use during

dramatic enactments designed to show the goods.


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Risks of Using Celebrities

The celebrity may overshadow the product

The celebrity may be overexposed whichreduces his or her credibility

The target audience may not be receptive tocelebrity endorsers

The celebritys behavior may pose a risk to thecompany


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Meaning Movement and

the Celebrity Endorsement Process

Stage 1Role 3

Role 2

ObjectsPersons

Context

Role 1

Celebrity

Stage 2

ProductCelebrity

Stage 3

ConsumerProduct


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Source Attractiveness

Decorative and physically attractive models

a common technique used by advertisers to draw

attention to an ad and enhance its effectiveness

used in a passive or decorative manner rather than as

active communicators.

A number of factors must be considered in using

decorative models such as -

whether they are appropriate or relevant to the product

or service being advertised and whether they will draw attention to the ad but not the

product or advertising message.


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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


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Message Factors

Message Structure -1. Order of presentationshould important message points

or arguments be placed at the beginning of the message,

in the middle or at the end?

Primacy effect suggests that the information placed atthe beginning of the message is most effective

Recency effect suggests that the arguments at the end

are most effective.


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Message Recall and Presentation Order

Recall

Beginning Middle End


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Message Factors

Message Structure -

2. Conclusion drawingshould a message draw an explicitconclusion for the audience or allow them to form their

own conclusions?

Research has shown that, in general, messages with

explicit conclusions are more easily understood andeffective.

However, some studies show that the effectiveness of

conclusion drawing may depend on the target audience,

the type of issue or topic and nature of the situation.


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Message FactorsMessage Structure -

3. Message sidednessshould a marketingcommunication use a one-sided message whereby

only positive attributes or benefits of a product or service

are mentioned or a two-sided message where both

strong and weak points or attributes are presented?Two-sided arguments are more credible

4. Refutationthis is a special type of two-sided

message whereby both sides of an issue are presentedand arguments are offered to refute the opposing

viewpoint or negative information


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Message Factors

Message Structure

5. Verbal versus visual messagesboth the verbal and

nonverbal or visual portions of an advertisement

influence the way an advertising message is

processed.

Verbal or copy aspects of the message are

important in conveying rational or factual messages

while nonverbal or visual elements of an ad are

important for developing emotional and image based

associations.


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Message Factors

Message Appeals Rational appeals - designed to communicate information and

appeal to the logical aspects of the consumer decision-makingprocess.

Emotional appeal - attempt to evoke some type of emotionalreaction.

Three types of appeals discussed

Comparative Advertising (rational)

Fear Appeals (emotional)

Humor Appeals (emotional)


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Comparative Advertising

Either directly or indirectly naming one or morecompetitors in an ad and usually making acomparison on one or more specific attributes.

Factors to be considered in using comparativeadvertising

consumers response to the ad - perceptions of credibility(two sided arguments are better)

characteristics of the target audience (may confuse theaudience unless they are experts

companys position in the market - used by new /smallermarket share brands to position themselves against

established brands/ market leaders Market leaders hesitate to use comparison ads as they feel

they have little to gain by showing competitors products intheir ads.


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Fear Appeals and Message Acceptance

Rejection

Inhibiting effects

Resultant

nonmonotonic curve

Facilitating effects

Level of fearAccep

tance


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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 aid name and simple

copy registration

May serve as a distracter

and reduce the level ofcounterarguing

Disadvantages Does not aid persuasion in

general

May harm recall and

comprehension

May harm complex copyregistration

Does not aid source

credibility

Is not effective in bringing

about sales

May wear out faster


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UNFAVORABLE TOWARDHUMOR

Research directors

Direct mail, newspapers

Corporate advertising

Industrial products Goods or services of a

sensitive nature

Audiences that are: Older

Less educated Down-scale Female Semi- or Unskilled

FAVORABLE TOWARDHUMOR

Creative personnel

Radio and television

Consumer non-durables

Business services Products related to the

humorous ploy

Audiences that are: Younger

Better educated Up-scale Male Professional

Use of Humor


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Channel Factors

Broad catagories of channels Personal channel salesperson, WOM

Nonpersonal channels mass media

Effects of alternative mass media Differences in information processing in the manner and

rate at which information is transmitted and processed by

the message recipient.

Externally paced media (broadcast media)

Internally paced (self-paced) media (print, direct mail, Internet)


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Channel Factors

Effects of Context and Environment Qualitative media effect - positive or negative influence the

medium may contribute to the message (ad seen in a high

prestige publication)

Media environment (mood states) Nature of the television

program in which a commercial appears and consumers mood(more receptive when watching an upbeat situation comedy

versus a news program or documentary).

Clutter - too many messages competing for viewers

and listeners attention is a major concern

44694045 advertising and promotion belch ch06

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