Source, Message and Channel Factors

1. Source, Message andChannel Factors © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Source factor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. Credibility Internalization Internalization Attractiveness Identification Identification Compliance Source Attributes and Receiver Processing Modes Source Attribute Process Credibility Attractiveness Power © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Knowledge Trustworthy Skill Unbiased Expertise Objective Source Credibility Knowledge Source Skill Expertise Trustworthy Information Unbiased © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. Experts Lend Authority to an Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Endorsement by Both a Celebrity and an Expert © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Similarity Familiarity Likeability Resemblance between the source and recipient of the message Knowledge of the source through repeated or prolonged exposure Affection for the source resulting from physical appearance, behavior, or other personal traits Source Attractiveness Similarity Familiarity © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Yao Ming is a Popular Endorser in China © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. The celebrity may be overexposed, reducing his or her credibility The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The target audience may not be receptive to celebrity endorsers The celebrity’s behavior may pose a risk to the company Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may overshadow the product being endorsed © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Endorsements Identification Testimonials Representatives Placements Dramatizations Modes of Celebrity Presentation Endorsements Testimonials Celebrity Representatives Placements Dramatizations © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Perceived control Perceived concern Perceived scrutiny Source Power Perceived control Source Power Perceived concern © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Message factor Message Structure Message Appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. Message Structure 1. Order of presentation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Recall and Presentation Order Recall Beginning Middle End © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Message Structure 2. Conclusion drawing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Message Structure 3. Message sidedness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Message Structure 4. Two-sided message with refutational appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Message Structure 5. Verbal versus Visual messages © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. Appeal to both the logical, rational minds of consumers and to their feelings and emotions Message Appeal Choices Appeal mostly to the logical, rational minds of consumers Appeal mostly to the feelings and emotions of consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. May be especially useful for new brands • Often used for brands with small market share • Frequently use in political advertising • 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 • They can attract and hold attention • They are often the best remembered • They put the consumer in a positive mood Message Appeal Options Comparative Ads Comparative Ads Fear Appeals Fear Appeals Humor Appeals © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

22. Threat Plus Solution Gently Persuades © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. Pros and Cons of Using Humor Pros Cons Aids attention and awareness Aids attention and awareness Does not aid persuasion in general Does not aid persuasion in general May aid retention of the message May aid retention of the message May harm recall and comprehension May harm recall and comprehension Creates a positive mood and enhances persuasion Creates a positive mood and enhances persuasion May harm complex copy registration May harm complex copy registration May aid name and simple copy registration May aid name and simple copy registration Does not aid source credibility Does not aid source credibility May serve as a distracter, reducing counterarguing May serve as a distracter, reducing counterarguing Is not effective in bringing about sales Is not effective in bringing about sales May wear out faster than non-humorous ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Creative Directors Opinions Regarding Use of Humor Favorable Unfavorable • Creative personnel • Research directors • Less suited for direct mail and newspapers • Radio and television • Consumer non-durables • Corporate advertising • Industrial products • Business services • Goods and services of a sensitive nature • Products related to the humorous play © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Creative Directors Opinions Regarding Use of Humor Audiences Favorable Audiences Unfavorable • Younger • Older • Less educated • Well educated • Down-scale • Up-scale • Females • Males • Semi- or Unskilled • Professional © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

26. Channel factor Personal versus Nonpersonal channels Effects of context and environment Clutter Effects of alternative mass media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

27. Newspapers • Magazines • Direct Mail • Internet • Radio • Television Effects of alternative mass media Self-Paced Media Self-Paced Media Externally Paced Media vs. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin