Source, Message, and Channel Factors

Source, Message, and Channel Factors

6

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Nike and Tiger Woods

• 1996 Lucrative endorsement deal even though Nike didn’t make golf clubs/equipment

• 1998 Nike Golf Formed Nike ball developed

• 2000 sign Tiger to $105 million deal• 2002 developed clubs• Golf has exploded as a sport• Tiger endorses other things • Ouch!!!

The Persuasion Matrix

Promotional Planning Elements

Who will be effective in

getting consumers’ attention?

Who will be effective in

getting consumers’ attention?

SourceAttention

SourceAttention

4

ReceiverComprehension

ReceiverComprehension

Can the receiver

comprehend the ad?

Can the receiver

comprehend the ad?

1

Which media will increase

presentation?

Which media will increase

presentation?

ChannelPresentation

ChannelPresentation

2

What type of message will

create favorable attitudes?

What type of message will

create favorable attitudes?

MessageYielding

MessageYielding

3

Promotional PlanningPromotional Planning

A Direct Source

Source Attributes — Receiver Processing Modes

Source Credibility

SourceSource

EthicalEthical

HonestHonest

UnbiasedUnbiasedBelievableBelievable

KnowledgeableKnowledgeable TrustworthyTrustworthy

SkillfulSkillful ExperiencedExperienced

Experts Lend Authority to an Appeal

Corporate Leaders as Spokespeople

*Click outside of the video screen to advance to the next slide

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

Source Attractiveness

Resemblance between the source and

recipient of the message

Resemblance between the source and

recipient of the message

SimilaritySimilarity

Knowledge of the source through

repeated or prolonged exposure

Knowledge of the source through

repeated or prolonged exposure

FamiliarityFamiliarity

Affection for the source resulting from physical appearance, behavior, or

personal traits

Affection for the source resulting from physical appearance, behavior, or

personal traits

LikeabilityLikeability

Top Celebrity Endorsers

Top Male Endorsers• Tiger Woods• Michael Jordan• David Beckham• Lance Armstrong

Top Female Endorsers• Maria Sharapova• Jennifer Lopez• Jessica Simpson• Venus/Serena Williams• Annika Sorenstram

Test Your Knowledge

The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process.

A) expertise; yielding

B) expertise; identification

C) power; identification

D) attractiveness; identification

E) attractiveness; internalization

Advertising Risks of Using Celebrities

The celebrity’s behavior may pose a risk to the company

The celebrity’s behavior may pose a risk to the company

The celebrity may overshadow the product being endorsed

The celebrity may overshadow the product being endorsed

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

Endorser Traits

Meaning Movement & the Endorsement Process

Energy & Power – The Athlete and the Product

Yao Ming is a Popular Endorser in China

Choosing a Celebrity Endorser

Factors

Match w/audience

Match w/audience

Match w/productMatch w/product

ImageImage

CostCost

TrustTrust

RiskRisk

FamiliarityFamiliarity

LikabilityLikability

Familiarity and Appeal

• Q-scores– % of those who say “one of my favorites”

divided by % who have heard of him/her• Sports stars average 17; performers 18

– Broken down by demographic criteria

• Fame index database– 10,000 celebrities rated by 250 criteria

• Age, sex, residence, career highlights, charity affiliations, fears, interests, additions, etc.

Applying Likability: Decorative Models

Source Power

Perceived control

Perceived control

Perceived concern

Perceived concern

Perceived scrutiny

Perceived scrutiny

ComplianceCompliance

Source Power

The Persuasion Matrix

Message Structure

Recall

Beginning Middle End

Order of Presentation

Conclusion Drawing

Message Sidedness

Refutation

Verbal vs. Visual Messages

Test Your Knowledge

The campaign centered around the theme “Pork, the Other White Meat” is designed to show consumers that pork is as lean as chicken. Ads in this campaign use:

A) Conclusion drawing

B) A fear appeal

C) A refutational appeal

D) A humorous appeal

E) An affective conclusion

Message Appeal Choices

Appeal to the logical, rational minds of

consumers

Appeal to the logical, rational minds of

consumers

Appeal to both Appeal to both

Appeal to the feelings and emotions of

consumers

Appeal to the feelings and emotions of

consumers

Message Appeal Options

FearAppeals

FearAppeals

•May stress physical danger or threats to health

•May identify social threats

•Can backfire if level of threat is too high

•May stress physical danger or threats to health

•May identify social threats

•Can backfire if level of threat is too high

ComparativeAds

ComparativeAds

•Especially useful for new brands

•Often used for brands with small market share

•Used often in political advertising

•Especially useful for new brands

•Often used for brands with small market share

•Used often in political advertising

HumorAppealsHumorAppeals

•Can attract and hold attention

•Often the best remembered

•Put consumers in a positive mood

•Can attract and hold attention

•Often the best remembered

•Put consumers in a positive mood

Miller Lite’s Comparative Advertising

Fear Appeals and Message Acceptance

Protection Motivation

Dangers of Hepatitis A

Havrix vaccination

Humor Appeals

Does not aid persuasion in general

Does not aid persuasion in general

ConsCons

May harm recall and comprehension

May harm recall and comprehension

May harm complex copy registration

May harm complex copy registration

Does not aid source credibility

Does not aid source credibility

Is not effective in bringing about sales

Is not effective in bringing about sales

May wear out faster than non-humorous ads

May wear out faster than non-humorous ads

Aids attention and awareness

Aids attention and awareness

ProsPros

May aid retention of the message

May aid retention of the message

Creates a positive mood and enhances persuasionCreates a positive mood and enhances persuasion

May aid name and simple copy registration

May aid name and simple copy registration

May serve as a distracter, reducing counterarguing

May serve as a distracter, reducing counterarguing

Humor in Print Media

Test Your Knowledge

An ad for Snorestop Extinguisher, a nose spray for eliminating snoring, has the headline, “Wife shoots husband and rests in peace.” This ad uses _____ to attract attention and convey a key selling point.

A) a two-sided message approach

B) a humor appeal

C) comparative advertising

D) a refutational appeal

E) a primacy appeal

The Persuasion Matrix

Channel Factors

PersonalPersonal

•Flexible

•Powerful

•Real time

•Flexible

•Powerful

•Real time

• No personal contact

• Geared to a large audience

• Static

• No personal contact

• Geared to a large audience

• Static

NonpersonalNonpersonal

Differences in Information Processing

Self-PacedMedia

Self-PacedMedia

• Newspapers

• Magazines

• Direct Mail

• Internet

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

• Radio

• Television

Externally Paced MediaExternally

Paced Media

vs.

Context and Environment

Clutter