06

Source, Message, and Channel Factors

McGraw-Hill/Irwin

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

Promotional Planning Elements

Promotional Planning

1
Receiver Comprehension Can the receiver comprehend the ad?

2
Channel Presentation Which media will increase presentation?

3
Message Yielding What type of message will create favorable attitudes?

4
Source Attention Who will be effective in getting consumers attention?

6-2

Source Attributes & Receiver Processing Modes

6-3

Source Credibility
Ethical Knowledgeable Trustworthy

Skillful

Source

Experienced

Believable Honest

Unbiased

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

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 personal traits

6-6

Advertising Risks of Using Celebrities

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

The celebritys behavior may pose a risk to the company

6-7

Choosing a Celebrity Endorser

Match w/audience

Trust

Match w/product

Risk

Factors
Image Familiarity

Cost

Likability

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 the feelings and emotions of consumers

Appeal to both

6-11

Message Appeal Options

Comparative Ads
Especially

Fear Appeals
May stress

Humor Appeals
Can attract and
hold attention remembered in a positive mood

useful for new brands brands with small market share political advertising

Often used for

physical danger or threats to health social threats

Often the best

Puts consumers

May identify

Used often in

Can backfire if
level of threat is too high

6-12

Humor Appeals
Pros
Aids attention and awareness May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration

Cons
Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility

May serve as a distracter, reducing counterarguing

Not effective in bringing about sales

May wear out faster than non-humorous ads
6-13

Personal vs. Non-personal Channels

Personal Selling Flexible Powerful Real time

Non-personal Advertising Geared to large audience Static

6-14

Differences in Information Processing

Self-Paced Media Newspapers

Externally Paced Media Radio

Magazines
Direct Mail

vs.

Television

Internet

6-15