promotional management€¦ · source credibility • knowledge, skill, experience and trust •...

MKT 337: WSK Organising for Advertising and Promotion

Promotional Management

Chapter 6

SOURCE MESSAGE, AND CHANNEL FACTORS


The Persuasion Matrix


The Persuasion Matrix

1. Receiver/Comprehension

– Can the receiver comprehend the ad?

2. Channel/Presentation

– What media will increase presentation?

3. Message/yielding

– What type of message will create favourable attitudes or feelings?

4. Source/Attention

– Who will be effective in getting consumers?


SOURCE FACTORS


Source Factors

• Direct Source

– Spokesperson who delivers the message or endorses the product

• Indirect Source

– Enhances the appearance of the ad

• No source

– Company with the message to communicate


Three Basic Categories of Source Attributes

• Source Credibility

• Source Attractiveness

• Source Power


Source Credibility

• Knowledge, skill, experience and trust

• Two dimensions of credibility

– Expertise

– Trustworthiness

• Internalisation

– Receiver adopts the opinion of the credible communicator

– [Belief can remain even after message is forgotten]


Source Attractiveness

• Source Attractiveness encompasses similarity, familiarity, and likability

– Similarity: supposed resemblance between the source and the receiver

– Familiarity: knowledge of the source through exposure

– Likeability: an affection for the source as a result of physical appearance,

behaviour or personality traits

• Leads to persuasion through identification

– Receiver is motivated to seek some type of relationship with the source and

adopts similar beliefs/attitudes/preferences/behaviour

– [Unlike internalisation, receiver maintains the attitude for as long as the

source]


Using Celebrities

• Number of factors need to be considered

– Overshadowing the product

– Overexposure

– Target Audience’s Receptivity

– Risk to the Advertiser

– Return on Investment


Source Power

• Source has power when he/she can administer rewards and punishments to

the receiver

• Source may be able to induce another to respond to request

• Factors

– Perceived control

– Perceived concern

– Perceived scrutiny

• Compliance – the receiver accepts the persuasive influence of the source

and complies in hopes of obtaining a favourable reaction or avoiding

punishment

– [lasts as long as source has power]


MESSAGE FACTORS


Message Structure

Order of the presentation

– Primacy Effect

– Recency Effect

• Factors determining order

– Target audience’s attitude towards the product

– Length of the message

– Form of communication


Message Structure

Conclusion Drawing

• Draw a firm conclusion or allow receivers to draw their own

conclusion

• Factors

– Target Audience

– Type of topic

– Nature of the situation


Message Structure

Message Sidedness

• One-sided message – only positive attributes and benefits

– Effective when TA holds favourable image

– TA is less educated

• Two-sided message – presents both good and bad points

– Holds an opinion and highly educated

– Increases credibility


Message Structure

Refutation

• Present both sides and then refute the opposing viewpoint

• To build resistance and customer loyalty

• To resist attacks or criticisms of their products or company


Message Structure

Verbal Vs Visual

• Visuals commonly used to convey information or reinforce

copy/message

• Visuals that contradict the verbal information


Message Appeals

– Rational, logical aspect

– Evoke emotional reaction

• Type of Message appeals

– Comparative Advertising

– Fear Appeals

– Humour Appeals


Comparative Advertising

• Directly or Indirectly naming competitors and comparing attributes

• Affects credibility

• Users of competing products will be sceptical

• Useful for new brands and brands with a small market share

• [Grameen Vs Banglalink, Samsung Vs Apple, BSRM vs AKS]

• Also useful for political advertising


Fear Appeals

• Emotional response to a threat that expresses/implies danger

• [body odour, bad breath]

• Low to moderate levels of fear can be useful to change behaviour

• High fear is likely to produce inhibiting effects


Humour Appeals

• Radio and TV (occasionally print) ads used for humorous messages

• Can hold consumer’s attention

• Can detract receiver from counterarguments

• Critics

– Distraction from brand and its attributes

– humour ads are difficult to product

– Some are too subtle for receiver to comprehend

– Wearout

• More for low-involvement products


CHANNEL FACTORS


Personal Vs Nonpersonal Channels

• Personal Channels more effective than nonpersonal

• Reasons [page 212]

• Point of Purchase, sales programme


Effects of Alternative Mass Media

• Differences in information processing

– Print media – self-paced

– Broadcast media – eternally paced

• Print media

– Long, complex message

• Broadcast media

– Shorter messages, pictorial information along with words (TV)

Redirect from broadcast media to print media for details


Effects of Context and Environment

• “Message is the medium” – Marshall McLuhan

• Qualitative Media Effect – influence of media on message

• Travel agents advertise on travel magazines

• Happy programmes better ads than sad ones

• Coke never advertises during news

• Messages with peripheral route might be more effective during

negative programmes


Clutter

• The amount of advertising in a media

• Increasing concern for advertisers

• High level of advertising annoys consumers and makes it difficult for

advertisers

• Breaking through the clutter is a challenge

– Homour, celebrity spokesperson, or novel/creative approaches


End of Chapter

promotional management€¦ · source credibility • knowledge, skill, experience and trust •...

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