chapter 6 source, message and channel factors. the persuasion matrix

Chapter 6

Source, Message and Channel Factors

The Persuasion Matrix

Who will be effective in

getting consumers’ attention?

Who will be effective in

getting consumers’ attention?

Source/attentionSource/

attention

4

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/presentation


2

What type of message will

create favorable attitudes?

What type of message will

create favorable attitudes?

Message/yielding

Message/yielding

3





Message/yielding

Message/yielding

Promotional Planning Elements

Promotional PlanningPromotional Planning

PowerPower

AttractivenessAttractiveness

CredibilityCredibility

ComplianceCompliance

IdentificationIdentification

InternalizationInternalization

PowerPower ComplianceCompliance

AttractivenessAttractiveness IdentificationIdentification

Source Attributes and Receiver Processing Modes

Source AttributeSource Attribute ProcessProcess

SkillSkill

KnowledgeKnowledge

ExpertiseExpertise

UnbiasedUnbiased

TrustworthyTrustworthy

ObjectiveObjective

UnbiasedUnbiased

TrustworthyTrustworthy

ExpertiseExpertise

SkillSkill

KnowledgeKnowledge

Source Credibility

SourceSource

InformationInformation

Limitations of credible sources

• high-credibility source may be less effective than a moderate- or low-credibility source such as when the receiver has a favorable initial attitude or opinion.

• In this situation 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.

• “Sleeper effect phenomenon” – What is it?

Experts Lend Authority to an Appeal

+

Endorsement by Both a Celebrity and an Expert

+

A Business Owner May Be His Own Spokesperson

A spokesperson who delivers an advertising message and/or demonstrates a product or service is a

direct source

Source Attractiveness

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

Attractive Models Are Often Used in Cosmetic Ads

+

Popular Celebrities Help Attract Attention to Commercials

+

Discussion QuestionEffective spokespeople?

What makes an effective

spokesperson?

When should they NOT be used?

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 endorsers


The celebrity may be overexposed, reducing his or her credibility


The celebrity may overshadow the product being endorsed








Risks of Using Celebrities

Consumers who are particularly knowledgeable about a product are less likely to be influenced by celebrity endorsements than consumers who have little or no product knowledge

Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood

Recall and Presentation OrderR

eca

ll

Beginning Middle End

Message Sidedness One sided vs two sided messages Advertisers are concerned over the

negative effects of acknowledging a weakness in their brand

Refutation

Appeal mostly to the logical, rational minds

of consumers

Appeal mostly to the logical, rational minds

of consumers

Message Appeal Choices

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

FearAppeals

FearAppeals

ComparativeAds

ComparativeAds

FearAppeals

FearAppeals

ComparativeAds

ComparativeAds

Message Appeal Options

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

A Very Direct, Side-By-Side Comparative Ad

+

Threat Plus Solution Gently Persuades

+

Fear Appeals and Message Acceptance

No Fear Ads Creates a Unique Brand Image

Clever Execution of Humor in a Print Ad

Pros and Cons of Using Humor

Does Not Aid Persuasion in General


Aids Attention and Awareness


ProsPros

ConsCons

May Harm Recall and Comprehension

May Harm Recall and Comprehension

May Harm Complex Copy Registration


Does Not Aid Source Credibility


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


Creates a Positive Mood and Enhances PersuasionCreates a Positive Mood

and Enhances Persuasion

May Aid Name and Simple Copy Registration


May Serve As a Distracter, Reducing Counterarguing





Aids Attention and Awareness May Harm Recall and

ComprehensionMay Harm Recall and

Comprehension









Creates a Positive Mood and Enhances PersuasionCreates a Positive Mood

and Enhances Persuasion





Humorous messages may be effective because they enhance attention and may reduce counter-arguing.

The Brand Name, Itself, Becomes Part of the Humor

Humorous messages may be effective because they enhance ________ and may reduce ___________.

Humorous ads

Bird Help Bump ET Biker Trunk monkey

Fear ads Dial

Creative Directors Opinions Regarding Use of Humor

Audiences Audiences FavorableFavorable

Audiences Audiences UnfavorableUnfavorable

Younger Older

Well educated

Up-scale

Males

Professional

Less educated

Down-scale

Females

Semi- or Unskilled

Self-PacedMedia

Self-PacedMedia

Self-PacedMedia

Self-PacedMedia

Self versus External Paced Media

• Newspapers

• Magazines

• Direct Mail

• Internet

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

• Radio

• Television

Externally PacedMedia

Externally PacedMedia

Vs.Vs.Vs.Vs.

The Image of a Magazine Can Enhance an Ad

+

Persuasive Appeals

Demonstration Show audience how product works Infomercials Fitness gear

•TestimonialTestimonial•Client speaks of product benefitsClient speaks of product benefits

•Jared of SubwayJared of Subway

Persuasive Appeals

Celebrity Endorsement Tie product image to famous person MJ & Jackie Chan for Hanes

•UrgencyUrgency•Need to respond/act quicklyNeed to respond/act quickly

•Sale Ends Saturday!Sale Ends Saturday!

•2-days only!2-days only!

•Disney DVDs will not be available for 10 Disney DVDs will not be available for 10 years!years!

Persuasive Appeals

Shock!Anti-drug/Anti-smoking

•SexSex•Associate product with sexual satisfaction / conquestAssociate product with sexual satisfaction / conquest

•Calvin Klein, Cosmo, MaximCalvin Klein, Cosmo, Maxim

Persuasive Appeals

Before / After Demonstrate specific results of using

product Grecian formula, weight loss

•ImageImage•Associate product with some image, style, attitude… Associate product with some image, style, attitude… coolnesscoolness

•Product benefits, attributes are secondary to the imageProduct benefits, attributes are secondary to the image

•Cadillac, NikeCadillac, Nike

Chapter 8

Creative Strategy:

Planning and Development

Today

Focus on the planning and development of the creative

strategy.

Examine the concept of creativity and the process that

guides the creation of the advertising campaign

copy platforms that are used to guide the

development of advertising campaigns.

major selling ideas that form the basis of an

advertising campaign.

Creativity

“Before you worry about how to say it, you must be sure you say the right thing”

Creative advertising can break through the clutter and make an impression on

buyers

Thomas Edison is often credited with saying that "Creativity is 1 % inspiration and 99 % per spiration."

That 99 % (percent), or the innovation, involves testing, evaluating, and retesting what the inspiration found.

Determining what the advertising message will say or communicate




Advertising Creativity

CreativeStrategyCreativeStrategy

CreativeTactics

CreativeTactics

Determining how the message strategy will be executed

Determining how the message strategy will be executed

Creativity

It is not about the awards communicates the message clearly and

leaves favorable impressions among the target audience

Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products

Creativity is important when companies are selling brands that are very

similar in quality and difficult to differentiate on functional features

Let Prospects Vividly Experience the GoodsLet Prospects Vividly Experience the Goods

Allow You to Brand the AdvertisingAllow You to Brand the Advertising

Revolve Around the Clinching BenefitRevolve Around the Clinching Benefit

Be Likely to Attract the Prospect’s AttentionBe Likely to Attract the Prospect’s Attention

Be Describable in a Simple Word or PhraseBe Describable in a Simple Word or Phrase

Allow You to Brand the AdvertisingAllow You to Brand the Advertising

Revolve Around the Clinching BenefitRevolve Around the Clinching Benefit

Be Likely to Attract the Prospect’s AttentionBe Likely to Attract the Prospect’s Attention

Be Describable in a Simple Word or PhraseBe Describable in a Simple Word or Phrase

The Ideal Power Idea Should . . .

Two Perspectives on Advertising Creativity

The ability to generate fresh, unique and appropriate ideas that can be used as solutions

to communication problems.

The ability to generate fresh, unique and appropriate ideas that can be used as solutions

to communication problems.

SuitsSuits

“Its not creative unless it

sells” ArtistsArtists

“Only artistic value and originality

count”

Absolut’s Advertising Represents Synergy Between Creative and Media

+

Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.


ImmersionImmersion

Ruminating on the Data Acquired, Turning It This Way and That in the Mind.


DigestionDigestion

Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.


IncubationIncubation

A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination

Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.VerificationVerification



ImmersionImmersion



DigestionDigestion



IncubationIncubation

A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination

Young's Creative Process

Read anything related to the

product or market!

Listen to what people are

talking about!

Use the product to become

familiar with it!

Ask everyone involved for information!

Work in and learn about the client’s business!

Ask everyone involved for information!

Listen to what people are

talking about!

Use the product to become

familiar with it!

Read anything related to the

product or market!

Getting Creative Input

1. Background research

informal fact-finding techniques and general preplanning input.

2. Product/service specific research

this involves different types of studies such as attitude, market structure and positioning, perceptual mapping and psychographic studies.

3. Qualitative research input

techniques such as in-depth interview or focus groups with customers or ethnographic studies.

Getting Creative Input

BMW’s Slogan Has Helped Build Its Brand Image

+

This ad campaign was based on psychographic research

“Who is she sleeping with?” WESTIN “Choose your travel partner wisely”

The 10 greatest ad slogans of all time

1. De Beers Diamonds are forever

2. Nike Just do it!

3. Coca Cola The pause that refreshes

4. Miller Lite Tastes great, less filling

5. Avis We try harder

6. Maxwell House Good to the last drop

7. Wheaties Breakfast of champions

8. Clairol Does she . . . or doesn’t she?

9. Morton Salt When it rains it pours

10. Wendy’s Where’s the beef?

Company or BrandCompany or Brand Campaign ThemeCampaign Theme

A few Turkish examples

1. ABC Farki Fiyati

2. Arko Her eve lazim

3. Artema Ac kapa Artema

4. Beko Bir dunya markasi

5. Luna Yoksa siz hala annenizin margarinini mi kullanıyorsunuz?

6. Solo Hem yumusak, hem hesapli

7. Tamek Tamekse koy sepete

8. Tefal Sen herseyi dusunursun

9. Ulker tac kraker Atistirin acliginizi yatistirin

10. Vernel Vernelleyin yumusacik olsun

Vernelleyin mis gibi koksun

Company or BrandCompany or Brand Campaign ThemeCampaign Theme

Buy this produce and you'll benefit this way or enjoy this reward

Buy this produce and you'll benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit

Approaches to the Major Selling Idea: USP

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong enough or attractive enough to move people

The promise must be strong enough or attractive enough to move people

PotentPotent

Approaches to the Major Selling Idea: Inherent Drama

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog


Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Focus on consumer benefits with an emphasis on the dramatic element in expressing them



Establish a particular place in the customer’s mind for the product or service




Approaches to the Major Selling Idea: Positioning

PositioningPositioning

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Pennzoil’s Positioning is Based on Protection

Story board Animatic

Shock Ads

• deliberately designed to be controversial

Calvin Klein and Benetton are the two companies best known for using shock ads.

• in-house • Younger consumers are less likely to perceive

shock ads as offensive or in bad taste and may even help create favorable attitudes toward these companies because of their edgy, rebellious tone.

Oliver Toscani, Benetton’s creative director, is that advertising should be free from any type of censorship or scrutiny since it is often a form of art.

Food for life 2003

http://absolutad.com/absolut_gallery/singles/

chapter 6 source, message and channel factors. the persuasion matrix

Documents

spokesperson slide

direct source slide

celebrities slide

message acceptance slide

product knowledge slide

positive mood slide

brand refutation slide

persuasion matrix slide