CHAPTER 7

PERSUADING
CONSUMERS
GROUP 5:
DERBY RAMPEN
MIYKEL POLUAN
Learning To understand the
components of

Objectives 7.1 communications, source

credibility, and barriers to
effective transmissions

To understand the
effectiveness and
7.4 limitations of prominent
advertising appeals
To Understand the
distinctions between
7.2 broadcasted and
addressable messages

To Understand how to
7.5 measure the
effectiveness of
advertising messages
To understand the
7.3 elements of message
structure
Fig. 7.1
The Comunication
Models
 LO. 7.1
To understand the components of
communications, source credibility, and
barriers to effective transmissions

COMUNI
IMPERSONAL
messages that companies transmit
through their marketing
CATION INTERPERSONAL
1.
2.
FORMAL
INFORMAL
departments, advertising or public 3. Tradisional
relations agencies, and 4. New Media
spokespersons
.
SOURCE CREDIBILITY &
PERSUASION
A source’s persuasive
impact, stemming from its
perceived expertise,
trustworthiness, and
believability
 TIME PASSAGE &
SOURCE CREDIBILITY
SLEEPER EFFECT

A person’s disassociation of the message from

its source over time, which results in
remembering only the message’s content, but
not its source
.

DIFFERENTIAL DECAY.
A cognitive phenomenon where
the memory of a low-credibility
source decays faster than
the contents of the message
received from the source
 BARRIERS TO EFFETIVE
COMMUNATIONS

PSYCHOLOGICAL MESSAGE
SELECTIVE CLUTTER
Psychological Selectivity
SELECTIVE EXPOSURE
Consumers seeking out sympathetic,
pleasant messages and deliberately
avoiding messages that they find painful
or threatening

TIME SHIFT
Skipping over commercials break
 Message Clutter - Psychological Noise
- Copywriters often use contrast to
break through the psychological
Repeated exposure to an noise and advertising clutter and
advertising message surmounts attract consumers' attention
psychological noise and - The stimuli that are received and

in ns ast
facilitates message reception perceived from our five senses:

ep

t) y
e tr
pu or
smell, sight, touch, taste, and

ea

(s on
tin
sound

C
g
effective positioning and providing
value are the most effective ways to
ensure that a promotional message

ad rie ing
e

D ech
stands out and is received and

s. nc
pe on

ig .
T
decoded appropriately by the target

ita
technologies allow marketers to
ex siti

l
audience
Po
monitor a consumer's visits to
Allow customers to engage and websites, infer the person's
&

interact with products and services in interests, and design and send
sensory ways and to create emotional customized promotional messages
bonds between consumers and to that person
brands.
LO. 7.2
To understand the distinctions
between broadcasted &
addressable messages

THE EVOLUTION OF BROADCASTED ADDRESABLE

TV ADVERTISING VS COMMUNICATION

.
ADDR. MESSAGE
ADDRESABLE COMMUNICATION
Customized
Tailored ads enable marketers to focus on
consumers who have already shown interest in
their products.

Interactive
Studies show that consumers favor interactive
websites where they feel that they receive
personalized messages and can easily contact
the seller after the purchase, via, for example,
chats with the sellers' representatives.

Response-Measurable
Addressable ads—unlike traditional broadcasted
ads—can measure responses because
communication feedback from consumers (the
messages' recipients) is accurate and quick
 MESSAGE
STRUCTURE

1 IMAGE & TEXT 6 COMPARATIVE

4 NATIVE ADS 9 SEX

FRAMING 7 FEAR
2

ORDER EFFECT TIMELINESS

5 5

ONE- OR TWO SIDED 8 HUMOR

3

LO. 7.3. To understand the elements of message structure

IMAGE AND TEXT
Messages that depict
images are often more
effective than those
with text only, as
reflected in the famous
saying, "One picture is
worth a thousand
words."
FRAMING
Message framing
can either stress the
benefits of using the
product ( positive
framing ) or the
benefits to be lost by
not using the product
(negative framing )
 ONE-SIDED
A message that provides only the
positives of a product or brand,
and/or the negatives of the
competitor's brand. The message
presents only one side
of an argument.

TWO-SIDED
A message that acknowledges
competing products and/or the
negatives of one's own
product or brand
 NATIVE
ADVERTISING
Native advertising (sometimes termed
branded content) are designed to blend within
the content in which they are “planted,” such
as articles, entertainment, and news, by
resembling the content and disguising
advertising
ORDER EFFECTS
Is it best to present your commercial
first or last? Communications
researchers have found that the
order in which a message is
presented affects audience
receptivity
ORDER EFFECTS
PERSUASIVE APPEALS

Learning Objective 7.4

To understand the effectiveness and limitations of
prominent advertising appeals.
KETERLIBATAN 01 Daya Tarik informasi
KONSUMEN Lebih efektif dalam situasi dimana
konsumen memiliki tingkat keterlibatan
yang tinggi terhadap produk atau
merek yang dipromosikan

02 Daya Tarik Emosional

Dalam situasi keterlibatan konsumen
yang rendah, daya Tarik emosional
yang positif cenderung lebih efektif.
Selection of promotional appeal
selecting the right promotional Appeal must involve
a deep understanding of consumer engagement,
product category, and targeted brand. Using an
appropriate approach can increase the
effectiveness of advertising and increase the level
of persuasiveness in the eyes of consumers
 EMOTIONAL

RATIONAL

messages can depict emotional

and rational themes
Emotional messages are often related to
the product's hedonic benefits, namely
benefits related to pleasure, happiness, EMOTIONAL
and satisfaction
rational messages focus on
logical and factual information RATIONAL
about a product or service
the most prominent
advertising
appeals:
1. comparative
2. fear
3. humor
4. sex
5. timeliness
COMPARATIVE.

Comparative advertising is a
marketer’s claims of product
superiority for its brand over one
or more explicitly named or
implicitly identified competitors,
either on an overall basis or on
selected product attributes
 FEAR.

Arousing or depicting fear is

effective.
Therefore, marketers should
use reasonable but not
extreme fear appeals and
recognize that fear appeals
are not always appropriate
 Understand the target  Plan, over the long term, to
audience’s reaction to a fear repeat advertising using fear
appeal, as well as its previous appeals.
experiences
 Accept that some addicts may
 Beware the boomerang effect not respond to fear appeals
 Realize that changing  Consider alternatives to fear
behavior is a long and appeals
complex process
 Study the extent to which the
fear appeal encourages
people to take action but
without arousing too much
anxiety

marketers should follow several guidelines:

 HUMOR.

Many marketers use

humorous appeals in the
belief that humor will
increase the acceptance
and persuasiveness of
their advertising
communications
 SEX.

Many marketers use

humorous appeals in the
belief that humor will
increase the acceptance
and persuasiveness of
their advertising
communications
 TIMELINESS.

During and following the

financial crises of 2008,
many marketers came up
with advertising appeals
designed specifically for
tough economic times.
Feedback and Effectiveness
Learning Objective 7.5
To understand how to measure the effectiveness
of advertising messages.
The primary measures marketers employ to gauge
advertising effectiveness are:
1 Persuasion effects
that is, whether the message was received,
understood, and interpreted correctly.

2 Sales effects
that is, whether the messages of a given
campaign have generated the sales level
defined in the campaign’s objectives

3 Media exposure effects

of their messages by buying data from
firms that monitor media audiences and
conduct audience research to find out
which media are read and which television
programs are viewed more extensively
than others
It is particularly difficult to assess the effectiveness of emotional
appeals. One study suggested using three measures to do so:

physiological
Physiological measures include heart rate
turbulence and skin conductance monitors
attached to respondents while they watch
commercials
Self-reports
Self-reports indicate conscious emotional
reactions, such as attitudes toward the ads,
brands, and the meaningfulness of the
messages.

Symbolic
Symbolic measures use allows respondents to
express their thoughts and feelings about
commercials by responding to random
images and exploring their responses
afterward through depth interviews
THANK YOU
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