source factors new

8/10/2019 Source Factors NEW

1/20

Source, message and channel

factors - controllable variablesin the communication process


2/20

Source Attributes and

Receiver Processing Modes

Source attribute Process

CompliancePower

IdentificationAttractiveness

InternalizationCredibility


3/20

Source Credibility: 2 components

The extend to which the source isseen as having: Knowledge

Skill

Expertise

And the source is perceived asbeing: Trustworthy

Unbiased

b!ective


4/20

Dell Computer uses its founder and

CEO as an advertising spokesperson


5/20

Source Attractiveness: 3 components

Si"ilarity #ese"blance between the source and

recipient o$ the "essage

%a"iliarity Knowledge o$ the source through repeated or

prolonged exposure

&ikeabilityA$$ection $or the source resulting $ro" physical

appearance' behavior' or other personal traits


6/20

Te !se of Celebrities

Endorsements

The celebrity, whether an expert or not,merely agrees to the use of his or hername and image in the promotion of theproduct

Testimonials The celebrity, usually an expert with

experience with the product, attests to itsvalue and worth

!ramatizations

Celebrity actors or models portray thebrand in use during dramatic enactmentsdesigned to show the goods


7/20

"epsi used pop star #rittany Spears

as an endorser for several years


8/20

$isks of !sing Celebrities

The celebrity "ay overshadow the product

The celebrity "ay be overexposed whichreduces his or her credibility

The target audience "ay not be receptive tocelebrity endorsers

The celebrity(s behavior "ay pose a risk to theco"pany


9/20

%essage &actors: 2 components

)* +essage Structure rder o$ presentation ,pri"acy vs* recency-

.onclusion /rawing ,open vs* closed end-

+essage sidedness ,one vs* two0sided-

#e$utation

1erbal vs* visual


10/20

2' %essage appeals:

$ational

Emotional


11/20

Advertising Appeals

Informational/Rational AppealsInformational/Rational Appeals Emotional AppealsEmotional Appeals

Two Broad Categories of AppealsTwo Broad Categories of Appeals

Focuses on the consumers

practical, functional,orutilitarian need for the productor service

Emphasizes the features orbenefits

Messages emphasize factsand logic

Focuses on the consumers

practical, functional,orutilitarian need for the productor service

Emphasizes the features or

benefits

Messages emphasize factsand logic

Relate to consumers

social and/or psychologicalneeds for purchasing aproduct or service

Many advertisers believe

consumers emotions workbetter at selling brandsthat do not differ markedlyfrom competing brands


12/20

$ational Appeals %eature appeals

%ocus on the do"inant traits o$ the product

.o"petitive appeals +akes co"parisons to other brands

%avorable price appeals +akes price o$$er the do"inant point

2ews appeals 2ews or announce"ent about the product

Product3service popularity appeals Stresses the brand(s popularity


13/20

(nformational)$ational Appeals

.o"$ort

.onvenience

Econo"y 4ealth

5uality

/ependability

/urability

Per$or"ance

E$$iciency

Rational MotivesRational Motives


14/20

Emotional Appeals

Achieve"ent 3Acco"plish"ent

Actuali6ation

A$$ectionA"bitionArousal 3 sti"ulation

.o"$ort Excite"ent %ear 4appiness

7oy &ove 2ostalgia

Pleasure Pride Sa$ety Security

Sel$0estee" Senti"ent Sorrow3grie$

Personal MotivesPersonal Motives


15/20

Emotional Appeals

Acceptance Approval A$$iliation 3 belonging E"barrass"ent 8nvolve"ent #ecognition #e!ection #espect Status Sophistication

Social MotivesSocial Motives


16/20

Types of Emotional Appeals

%ear Appeal

4u"or

Sex

Agony

Pleasant +oral


17/20

Advertising E*ecution Tecni+ues

Straight0sell or $actual

"essage Science 3 technical evidence

/e"onstration

.o"parison Slice o$ li$e

Testi"onial

Ani"ation

Personality Sy"bol

%antasy

/ra"ati6ation

Proble" solving

.o"binations

reative e!ecution" #he way an advertisingappeal is presented$


18/20

"ros and Cons of !sing ,umor

Advantages Aids attention and

awareness "ay aid retention of the

message Creates a positive mood

and enhancespersuasion

"ay aid name and simple

copy registration "ay serve as a distracterand reduce the level ofcounter arguing

!isadvantages !oes not aid persuasion

in general "ay harm recall and

comprehension "ay harm complex copy

registration !oes not aid source

credibility

Is not effective inbringing about sales

"ay wear out faster


19/20

UNFAVORABLE TOWARD

HUMOR

#esearch directors

!irect mail, newspapers

Corporate advertising Industrial products

$oods or services of a

sensitive nature

Audiences that are%

&lder 'ess educated !own(scale )emale *emi( or +nsilled

FAVORABLE TOWARD

HUMOR

Creative personnel

#adio and television

Consumer non(durables -usiness services

Products related to the

humorous ploy

Audiences that are%

.ounger -etter educated +p(scale "ale Professional

!se of ,umor


20/20

Cannel &actors

Personal versus non personal channels

E$$ects o$ alternative "ass "edia

Externally paced "edia ,broadcast-

8nternally paced "edia ,print' direct "ail' 8nternet-

E$$ects o$ .ontext and Environ"ent

5ualitative "edia e$$ect

+edia environ"ent ,"ood states-

.lutter

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