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 2007 Thomson South-Western

Chapter Eleven. Selecting Message Appeals and Picking Endorsers.  2007 Thomson South-Western. Enhancing Processing Motivation, Opportunity, and Ability. Opportunity. Motivation. Ability. Enhancing Processing Motivation. Attend to the message Appeal to informational or hedonic needs

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 2007 Thomson South-Western

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  1. Chapter Eleven Selecting Message Appeals and Picking Endorsers  2007 Thomson South-Western

  2. Enhancing Processing Motivation, Opportunity, and Ability Opportunity Motivation Ability

  3. Enhancing Processing Motivation • Attend to the message • Appeal to informational or hedonic needs • Using novel stimuli • Use intense cues • Use motion • Process brand info • Increased relevance of brand • Increased curiosity about brand

  4. Motivation to Attend to Messages Voluntary Attention: is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals. Involuntary Attention: occurs when attention is captured by the use of attention-gaining techniques rather than the consumer’s inherent interest in the topic at hand.

  5. Enhancing Motivation to Attend to Messages An appeal to consumer’s informational needs

  6. Appeals to Informational and Hedonic Needs • Informational Needs- Consumers are attracted to stimuli that supplies relevant facts and figures. • Hedonic Needs- Consumers attend to messages that make them feel good and serve their pleasure needs like messages associated with good times, enjoyment, and things we value in life.

  7. Enhancing Motivation to Attend to Messages An appeal to hedonic needs

  8. Enhancing Motivation to Attend to Messages An appeal to hedonic needs

  9. Use of Novel Stimuli, Intense or Prominent Clues, and Motion • Novel messages are unusual, distinctive, or unpredictable. • Intense or prominent clues increase the probability of attracting attention. • Motion attracts attention and is obviously used in TV commercials, but artistic and photographic techniques can be used to give the semblance of movement in print ads.

  10. Enhancing Motivation to Attend to Messages Using novelty to attract attention

  11. Enhancing Motivation to Attend to Messages Using An Intense Stimulus To Attract Attention

  12. Enhancing Motivation to Process Messages The Use of Motion to Attract Attention

  13. Motivation to Process Messages • To enhance consumers’ motivation about a brand, marketing communicators can: • Enhance the relevance of the brand • Using rhetorical questions, fear appeals, and dramatic presentations. • Enhance curiosity about the brand • Using humor, presenting little information in the message, or opening a message with suspense or a surprise.

  14. Enhancing Processing Motivation The use of surprise to enhance processing motivation

  15. Enhance consumer’s OPPORTUNITY to: • encode information: the secret is repetition • reduce processing time: using pictures and distinct imagery to convey a message

  16. Enhance consumers’ ABILITY to: • access knowledge structures: provide a context for text or pictures with verbal framing. • create knowledge structures: facilitate exemplar-based learning • Exemplar: specimen or model of a concept or idea

  17. Concretizations • Based on the straightforward idea that it is easier for people to remember and retrieve tangible rather than abstract information. • Make claims perceptible, palpable, real, evident and vivid

  18. The Use of Analogy to Create a Knowledge Structure

  19. Facilitating Exemplar-Based Learning With Concretization

  20. The Role of Endorsers in Advertising Celebrity Endorsers Typical People

  21. Celebrity Endorsers • Advertisers are willing to pay huge salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed products

  22. Typical-Person Endorsers • Show regular people using or endorsing products • Avoid the backlash from using “beautiful people” who may be resented • Real personal experience of the benefits of the particular brand possess a degree of credibility • Effective using multiple people rather than a single individual

  23. The Five Components in the TEARS Model of Endorser Attributes

  24. The Tears Model • Refers to the honesty, integrity, and believability of a source • Often an endorser is perceived as highly trustworthy but not an expert Trustworthiness Expertise Attractiveness Respect Similarity

  25. The Tears Model • Refers to the knowledge, experience, or skills possessed by an endorser as they relate to the endorsed brand Expertise Trustworthiness Attractiveness Respect Similarity

  26. The Tears Model • The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness. Atractiveness Trustworthiness Expertise Respect Similarity

  27. The Tears Model • Represents the quality of being admired or even esteemed due to one’s personal qualities and accomplishments. Respect Trustworthiness Expertise Attractiveness Similarity

  28. The Tears Model • Represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship. • Age, gender, ethnicity, etc. • “Birds of a feather flock together” Similarity Trustworthiness Expertise Attractiveness Respect

  29. Choosing endorsers Celebrity and Audience Match up An endorser must match up well with the endorsed brand’s target market Will the target market positively relate to this endorser? Example: NBA Players who endorse shoes (1) Celebrity and audience match up

  30. Choosing endorsers Celebrity and Brand Match up Advertising executives require that the celebrity’s behavior, values, and decorum be compatible with the image desired for the advertised brand Example: Catherine Zeta Jones and Elizabeth Arden (2) Celebrity and brand match up

  31. Choosing endorsers Celebrity Credibility People who are trustworthy and perceived as knowledgeable about the product category are best able to convince others to undertake a particular course of action See TEARS model for elaboration on Trustworthiness and Expertise (3) Celebrity credibility

  32. Choosing endorsers Celebrity Attractiveness Multifaceted as is described in the TEARS Model Attractiveness is regarded as subordinate in importance to credibility and endorser match up with the audience and with the brand (4) Celebrity attractiveness

  33. Choosing endorsers Cost Considerations How much it will cost to acquire a celebrity’s services is an important consideration, but one that should not dictate the final choice Evaluate candidates in comparison to alternative returns on that capital (5) Cost considerations

  34. Choosing endorsers Working Ease/Difficulty Factor Advertising agencies would prefer to avoid the “hassle factor” (6) A working ease/difficulty factor

  35. Choosing endorsers Saturation Factor If a celebrity is overexposed—endorsing too many products—his or her perceived credibility may suffer Tiger Woods for example (7) An endorsement-saturation factor

  36. Choosing endorsers The Trouble Factor Likelihood that a celebrity will get into trouble after the endorsement relation is established Example—Mike Tyson, Cybill Shepherd, O.J. Simpson (8) A likelihood-of-getting-into-trouble factor

  37. The Role of Q Scores Q Performance Q-Ratings Q-Rating(quotient) =popularity/familiarity

  38. The Role of Humor in Advertising • Attracts attention • Enhances liking of ad and brand • Does not hurt comprehension • Does not harm persuasion • Does not enhance source credibility • Nature of product affects the appropriateness of using humor

  39. The Role of Humor in Advertising • Effective only when consumers’ evaluations of the advertised brand are already positive • Effect of humor can differ due to differences in audience characteristics • Humorous message may be so distracting that receivers ignore the message content

  40. Use of Humor Advair

  41. Appeals to Consumer Fears • Appeal to fear is effective as a means of enhancing motivation • Appeal by identifying the negative consequences of: Not using the product Engaging in unsafe behavior (example: drinking and driving)

  42. Fear-Appeal Logic • Stimulates audience involvement with a message • Promotes acceptance of message arguments • Takes the forms of either Social disapproval or Physical danger

  43. Appropriate Intensity Degree of Persuasive Effectiveness Low Moderate High Level of Fear Intensity

  44. Appeals to Scarcity • Psychological Reactance: the theory that people react against any efforts to reduce their freedom or choices. • In Singapore, this fear is called Kiasu – the fear of losing out.

  45. Appeals to Consumer Guilt • Advertisers and other marketing communicators attempt to imply that feelings of guilt can be assuaged by their product. • These ads are not effective if they lack credibility or if the advertisers are perceived as having manipulative intentions.

  46. An Appeal to Guilt

  47. The Use of Sex in Advertising • Initial attentional lure-the stopping power of sex • Enhance recall of message point • Evoke emotional responses such as feelings of arousal or lust. • To provoke a positive reaction, sexual content needs to be appropriate or relevant to the subject matter.

  48. The Potential Downside of Sex Appeals • Interference with processing of message arguments and reduction in message comprehension • Demeaning to females and males

  49. An Appropriate Use of Partial Nudity in Advertising

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