Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin

06

Source, Message, and

Channel Factors

Promotional Planning Elements

Who will be

effective in

getting

consumers’

attention?

Source

Attention

4

Receiver

Comprehension

Can the

receiver

comprehend

the ad?

1

Which media

will increase

presentation?

Channel

Presentation

2

What type of

message will

create

favorable

attitudes?

Message

Yielding

3

Promotional Planning

6-2

Source Attributes & Receiver Processing Modes

6-3

Source Credibility

Source

Ethical

Honest

Unbiased Believable

Knowledgeable Trustworthy

Skillful Experienced

6-4

Limitations of Credible Sources

• High- and low-credibility sources

• Equally effective when arguing for a position opposing their own best interest

• Sleeper effect

• Persuasiveness increases over time

6-5

Source Attractiveness

Resemblance

between the

source and

recipient of the

message

Similarity

Knowledge of the

source through

repeated or

prolonged

exposure

Familiarity

Affection for the

source resulting

from physical

appearance,

behavior, or

personal traits

Likeability

6-6

Advertising Risks of Using Celebrities

The celebrity’s behavior may pose a risk to the company

The celebrity may overshadow the product being endorsed

The celebrity may be overexposed, reducing his or her credibility

The target audience may not be receptive to celebrity endorsers

6-7

Trust

Risk

Familiarity

Likability

Choosing a Celebrity Endorser

Factors

Match w/audience

Match w/product

Image

Cost

6-8

Q-Score = Star Power

• Q-Score Formula

• The percent of those who say “one of my favorites”

• Divided by the percent who have heard of him/her

Lance Armstrong

6-9

Source Power

Perceived control

Perceived concern

Perceived scrutiny

Compliance

6-10

Message Appeal Choices

Appeal to the logical, rational minds of

consumers

Appeal to both

Appeal to the feelings and emotions of

consumers

6-11

Message Appeal Options

Fear Appeals

•May stress physical danger or threats to health

•May identify social threats

•Can backfire if level of threat is too high

Comparative Ads

•Especially useful for new brands

•Often used for brands with small market share

•Used often in political advertising

Humor Appeals

•Can attract and hold attention

•Often the best remembered

•Puts consumers in a positive mood

6-12

Humor Appeals

Does not aid persuasion in general

Cons

May harm recall and comprehension

May harm complex copy registration

Does not aid source credibility

Not effective in bringing about sales

May wear out faster than non-humorous ads

Aids attention and awareness

Pros

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, reducing counterarguing

6-13

Personal vs. Non-personal Channels

Personal Selling

•Flexible

•Powerful

•Real time

• Geared to large audience

• Static

Non-personal Advertising

6-14

Differences in Information Processing

Self-Paced Media

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

Externally Paced Media

vs.

6-15