SOURCE, MESSAGE & CHANNEL FACTORS

The controllable elements in the communication model 03-02-2012

rishabhmehrotra@gmail.com

Friday 3 February 12

THE PERSUASION MATRIX

Independent variables: The Communications Components!
Dependent! Variables! Message! presentation! Attention!

Source! Message! Channel!Receiver!Destination!

The4!Persuasion Matrix!
1! 3!

2!

Comprehension! Yielding! Retention! Behavior!

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Receiver/ Comprehension

Can the receiver comprehend the ad?

Channel/ presentation

Which media will increase presentation?

Message/ yielding

What type of message will create favorable attitudes or feelings?

Source/ attention

Who will be effective in getting consumers attention?

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SOURCE FACTORS
Person

involved in communicating a marketing message, either directly or indirectly

Celebrity

endorsement

SOURCE ATTRIBUTE & RECEIVER PROCESSING MODES

Source Attribute
Credibility Attractiveness Power
Each inuences the recipients attitude or behavior through a different process

Process
Internalization Identication Compliance

as described by Herbert Kelman

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SOURCE CREDIBILITY

Two

important dimensions

Expertise Trustworthiness

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Unilever's "Real Beauty" Campaign for Dove

Involves using video as a way to deliver a powerful message that's in tune with the beliefs of the target consumer.

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Unilever's "Real Beauty" Campaign for Dove

Involves using video as a way to deliver a powerful message that's in tune with the beliefs of the target consumer.

The brand is creating powerful content that it releases online in a way intended to be stumbled upon by consumers and shared between their friends By releasing it to open platforms such as YouTube, they're implicitly inviting discussion. There can be paid-for placement in key media to extend the reach and start the process, but ideally the campaign works by the word of mouth effect. To gain accountability the brand team can track play rates to measure the number of exposures, and use qualitative and social network analysis to gain feedback about the brand sentiment.

http://www.youtube.com/watch?v=epOg1nWJ4T8 http://www.youtube.com/watch?v=hibyAJOSW8U

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SOURCE ATTRACTIVENESS

Similarity

(Relevant to me/ my life) (knowledge of source through exposure)

Familiarity Likability

(Celebrities)

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USE OF CELEBRITIES
Endorsements: The

celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion of the product. celebrity, usually an expert with experience with the product, attests to its value and worth. actors or models portray the brand in use during dramatic enactments designed to show the goods.

Testimonials: The

Dramatizations: Celebrity

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RISKS OF USING CELEBRITIES

The The

celebrity may overshadow the product

celebrity may be overexposed which reduces his or her credibility target audience may not be receptive to celebrity endorsers celebritys behavior may pose a risk to the company

The

The

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MESSAGE FACTORS

Message Structure Order of presentation (primacy vs. recency): For Strongest Arguments

Conclusion Drawing (open vs. closed end): Explicit conclusions easily understood. High educated and egoistic: Open preferred Message sidedness (one vs. two-sided): Only +ve vs Good/Bad points

Refutation: Both sides of issue presented, then refutes the opposing view point

Verbal vs. visual

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VISUAL IMAGE SUPPORTS VERBAL APPEAL OF THE AD.

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MESSAGE RECALL AND PRESENTATION ORDER

Research on learning and memory generally indicates that items presented rst and last are remembered better than those presented in the middle Think about the last TVC you saw - what all do you remember? One of the reasons why product shot is towards the end of a commercial along with a sign-off message/ brand logo
Ad message recall as a function of order of presentation

Recall
Beginning
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Middle

End

MESSAGE FACTORS

Message Appeals

Comparative Advertising Fear Appeals Humor Appeals

lets discuss some examples

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FEAR APPEAL AND MESSAGE ACCEPTANCE

Facilitating effects Acceptance

Acceptance of message recommendation

Resultant nonmonotonic curve Level of fear

Rejection

Inhibiting effects
- Anand Keller & Block

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HUMOR - PROS & CONS

Advantages Aids attention and awareness 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 and reduce the level of counter arguing

Disadvantages Does not aid persuasion in general 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

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 Lets

share some examples of ads where you think humor has worked and where it hasnt discuss some examples

lets

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MESSAGE STRATEGIES
Cognitive Affective Conative Brand

Rational arguments/Info. Generic: Direct Promotions of prod. Attributes/benets: Brand Leader Strategy Preemptive: Claim superiority based on products specic attribute/benet. Unique Selling Proposition: specic testable claim of uniqueness/superiority. Hyperbole: Untestable claim based on some attribute/benet. Comparative: Co. vs. the competitor

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 lets

discuss some examples

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MESSAGE STRATEGIES
Cognitive Affective Conative Brand

Invokes

feelings/emotions

Resonance: Connects

product with consumer experiences: Strong ties vis--vis prod/customer choice. powerful emotions leading to prod. Recall &

Emotional: Elicits

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 lets

discuss some examples

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MESSAGE STRATEGIES
Cognitive Affective Conative Brand

The aspect of mental processes or behavior directed toward action or change and including impulse, desire, volition, and striving. Designed to lead more directly to some type of consumer response: To support coupon redemption programs, In-store offers etc. Action-inducing: POP Effect (Impulse)=Cognitive + Affective come later Promotional support: To support other promotional efforts

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 lets

discuss some examples

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MESSAGE STRATEGIES
Cognitive Affective Conative Brand

Brand Brand Brand

user image usage

Corporate

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 lets

discuss some examples

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SOME EXAMPLES OF EXECUTIONAL FRAMEWORKS

Manner in which an Ad appeal is presented: Fear/Humor/Sex/Music/Rationality/Emotions/ Scarcity etc. Animation Slice-of-life Dramatization Testimonial Demonstration Fantasy Informative

lets share some examples of each

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Sources, References and additional reading material: Advertising & Promotion - An Integrated marketing communications perspective - George E Belch, Michael A Belch, Keyoor Purani TRUTH, LIES & ADVERTISING - THE ART OF ACCOUNT PLANNING - JON STEEL Blink - Malcolm Gladwell Creative strategy in Advertising - A. Jerome Jeweler OGILVY ON ADVERTISING - DAVID OGILVY Positioning - Jack Trout & Al Ries

NOTE: All slides, images, logos, case studies,etc. are registered trademarks their respective owners and have been used here for educational reference purpose only

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