00 persuasion - source message channels

8/7/2019 00 Persuasion - Source Message Channels

1/27

Source, Message andChannel Factors


2/27

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


3/27

Promotional Planning Through ThePersuasion Matrix

1. Receiver/comprehension Can the receiver comprehend the ad?

1. Channel/presentation

Which media will increase presentation?

1. Message/yielding

What type of message will createfavorable attitudes?

1. Source/attention Who will be effective in getting

consumers attention?


4/27

ource ttr utes anReceiver Processing Modes

Source attribute Process

CompliancePower

IdentificationAttractiveness

InternalizationCredibility


5/27

Source Credibility

The extent to which thesource is seen as having:Knowledge

Skill

Expertise

And the source is perceivedas being:

TrustworthyUnbiased

Objective


6/27


7/27

Dell Computer uses its founder and CEO asan advertising spokespeson


8/27


9/27

The Use of Celebrities

Endorsements The celebrity, whether an expert or not,merely agrees to the use of his or her nameand image in the promotion of the product.

Testimonials

The celebrity, usually an expert withexperience with the product, attests to itsvalue and worth.

Dramatizations

Celebrity actors or models portray the brandin use during dramatic enactments designedto show the goods.

i d i S


10/27

Pepsi used pop star Brittany Spears as anendorser for several years


11/27

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 receptiveto celebrity endorsers

The celebritys behavior may pose a risk tothe company


12/27


13/27


14/27

P d thl t ith t i l


15/27

Pony used an athlete with a controversialimage in this ad

Meaning Mo ement and


16/27

Meaning Movement andthe Celebrity Endorsement Process

Stage 1

Role 3

Role 2

ObjectsPersons

Context

Role 1

Celebrity

Stage 2

ProductCelebrity

Stage 3

ConsumerProduct

Lance Armstrongs image helps assign


17/27

Lance Armstrongs image helps assignmeaning to Power Bar


18/27

Message Factors

Message Structure Order of presentation order of strong arguments

(primacy vs. recency)

Conclusion Drawing (open vs. closed end)

Message sidedness (one vs. two-sided)

Refutation

Verbal vs. visual

The visual image supports the verbal appeal


19/27

The visual image supports the verbal appealin this ad


20/27

Message Recall and Presentation Order

Reca

ll

Beginning Middle End


21/27

Message Factors

Message Appeals

Rational vs emotional appeals

Comparative Advertising

Fear Appeals

Humor Appeals


22/27

Sorrell Ridge uses a comparative ad


23/27

Fear Appeals and Message Acceptance

Re

jec

tion

Inhibiting effects

Resultant

nonmonotonic curve

Facilitating effects

Level of fearA

ccep

tance


24/27

Pros and Cons of Using Humor

Advantages

Aids attention and awareness

May aid retention of themessage

Creates a positive mood andenhances persuasion

May aid name and simplecopy registration

May serve as a distracter andreduce the level ofcounterarguing

Disadvantages

Does not aid persuasion ingeneral

May harm recall andcomprehension

May harm complex copyregistration

Does not aid sourcecredibility

Is not effective in bringing

about sales

May wear out faster


25/27

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


26/27

Payday uses a humorous print ad


27/27

Medium Factors

Personal versus non-personal channels

Effects of alternative mass media

Externally paced media (broadcast)

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

paced

Effects of Context and Environment

Qualitative media effect choice of media - match

Media environment (mood states)

Clutter

00 persuasion - source message channels

Documents