06

Source, Message, and

Channel Factors

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

 Promotional Planning Elements

Promotional Planning

1 2 3 4
Receiver Channel Message Source
Comprehension Presentation Yielding Attention

Can the Which media What type of Who will be

receiver will increase message will effective in
comprehend presentation? create getting
the ad? favorable consumers’
attitudes? attention?

6-2
Source Attributes & Receiver Processing Modes

6-3
 Source Credibility

Ethical

Knowledgeable Trustworthy

Skillful Source Experienced

Believable Unbiased

Honest

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 Knowledge of the Affection for the

between the source through source resulting
source and repeated or from physical
recipient of the prolonged appearance,
message exposure 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 celebrity’s behavior may pose

a risk to the company

6-7
 Choosing a Celebrity Endorser

Match
Trust
w/audience

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 Perceived Perceived

control concern scrutiny

Compliance

6-10
 Message Appeal Choices

Appeal to the logical, Appeal to the feelings

rational minds of and emotions of
consumers consumers

Appeal to both

6-11
 Message Appeal Options

Comparative Fear Humor

Ads Appeals Appeals

• Especially • May stress • Can attract and

useful for new physical danger hold attention
brands or threats to
health
• Often the
best
• Often used for remembered
brands with • May identify • Puts consumers
small market social threats
in a positive
share
• Can backfire if mood
• Used often in level of threat
political is too high
advertising

6-12
 Humor Appeals

Pros Cons
Aids attention and Does not aid persuasion in
awareness general

May aid retention of the May harm recall and

message comprehension

Creates a positive mood May harm complex copy

and enhances persuasion registration

May aid name and simple Does not aid source

copy registration credibility

May serve as a distracter, Not effective in bringing

reducing counterarguing about sales

May wear out faster than

non-humorous ads
6-13
Personal vs. Non-personal Channels

Personal Non-personal
Selling Advertising

•Flexible • Geared to
•Powerful large audience
•Real time • Static

6-14
Differences in Information Processing

Self-Paced Externally
Media Paced Media

• Newspapers • Radio

• Magazines vs. • Television

• Direct Mail

• Internet

6-15