receiver will increase message will effective in comprehend presentation? create getting the ad? favorable consumers’ attitudes? attention?
6-2 The Persuasion Matrix
6-3 The Persuasion Matrix (cont’d)
• A useful approach for combining the communication
components and the stages of the response process is the persuasion matrix. • In the persuasion matrix there are two sets of variables of interest including independent variables representing the controllable elements of the promotional program and dependent variables representing the response hierarchy or steps a receiver goes through in being persuaded. • A major consideration facing the promotional planner is how decisions regarding each independent variable will influence the various stages of the response process.
6-4 source
• the person who is involved in the communication of a
promotional message in either a direct or indirect manner. • A direct source is a spokesperson who delivers a promotional message, demonstrates a product or service, and/or endorses a product or service. Spokespeople used in advertisements or a company’s sales representatives are examples of direct sources. • An indirect source does not actually deliver a message but rather is used to draw attention to or enhance the appearance of a promotional message. • Decorative models are a good example of an indirect source. • Most of the theory and research associated with the study of source factors deal with the characteristics of individuals as communicators of a persuasive message and how they influence communication effectiveness. • This is the approach we use to examine source characteristics.
6-5 A Direct Source
6-6 Source Credibility
Ethical
Knowledgeable Trustworthy
Skillful Source Experienced
Believable Unbiased
Honest
6-7 Source Attributes & Receiver Processing Modes
6-8 Experts Lend Authority to an Appeal
6-9 Corporate Leaders as Spokespeople
6-10 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 6-11 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
6-12 Top Celebrity Endorsers
• Top male endorsers
• Tiger Woods • Phil Mickelson • LeBron James • Michael Jordan • Top female endorses • Maria Sharapova • Jennifer Lopez • Jessica Simpson • Venus/Serena Williams • Michele Wie 6-13 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
6-14 Kelly Ripa: The “Do-it-All” Woman
6-15 Choosing a Celebrity Endorser
Match Trust w/audience
Match w/product Risk
Factors
Image Familiarity
Cost Likability
6-16 Applying Likability: Decorative Models
6-17 Source Power
• A source has power when he or she can actually administer
rewards and punishment to the receiver. • Power influences persuasion through the compliance process whereby the receiver accepts the persuasive influence of the source and yields to the advocated position to obtain favorable reactions or avoid punishment. • It is important to point out that persuasion induced through the use of a communicator who relies on power may be superficial and last only as long as the receiver perceives that the source can administer rewards or punishment. • The use of source power is difficult to apply in a nonpersonal influence situation such as that found in advertising. • Source power has greater application to situations involving interpersonal influence such as in personal selling.
6-18 Clint Eastwood: Source Power
6-19 III. MESSAGE FACTORS
A. Message Structure—an important consideration in the development of a
promotional message is the manner or framework used for structuring or communicating the information. An important aspect of message strategy is knowing the best way to communicate message points or elements. A number of message structure considerations are discussed in the text including:
1. Order of presentation—should important message points or arguments
be placed at the beginning of the message, in the middle or at the end? A primacy effect suggests that the information placed at the beginning of the message is most effective while a recency effect suggests that the arguments at the end are most effective.
2. Conclusion drawing—should a message draw an explicit conclusion for
the audience or allow them to form their own conclusions? Research has shown that, in general, messages with explicit conclusions are more easily understood and effective. However, some studies show that the effectiveness of conclusion drawing may depend on the target audience, the type of issue or topic and nature of the situation.
6-20 III. MESSAGE FACTORS
Message sidedness—should a marketing communication use a one-sided
message whereby only positive attributes or benefits of a product or service are mentioned or a two-sided message where both strong and weak points or attributes are presented? IMC Perspective 6-2 discusses how Domino’s Pizza effectively used a two-sided message whereby the company acknowledged problems with the taste of its product as part of its “Pizza Turnaround” strategy.
4. Refutation—this is a special type of two-sided message
whereby both sides of an issue are presented and arguments are offered to refute the opposing viewpoint or negative information.
5. Verbal versus visual messages—both the verbal and nonverbal or visual
portions of an advertisement influence the way an advertising message is processed. Verbal or copy aspects of the message are important in conveying rational or factual messages while nonverbal or visual elements of an ad are important for developing emotional and image based associations.
6-21 B. Message Appeals—another important aspect of message strategy concerns the manner or style used to communicate the promotional message. One of the most important creative strategy decisions involves the choice of an appropriate appeal. Some promotional messages uses rational appeals and are designed to communicate information regarding a product or service and appeal to the logical aspects of the consumer decision-making process. Other messages appeal to feelings in attempt to evoke some type of emotional reaction. Three types of appeals are discussed in the text:
6-22 Recall and Order of Presentation
Order of Presentation Recall
Beginning Middle End
6-23 Silk Uses an Open Ended Message
6-24 Buckley’s Uses a Two-Sided Message
6-25 An Ad Using a Refutation Appeal
6-26 Verbal vs. Visual Messages
6-27 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
6-28 Message Appeal Choices
Appeal to the logical, Appeal to the feelings
rational minds of and emotions of consumers consumers
Appeal to both
6-29 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
6-30 Miller Lite’s Comparative Advertising
6-31 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 6-32 Humor in Print Media
6-33 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
6-34 IV. CHANNEL FACTORS
The final controllable variable of the communications
process is the channel, or medium, used to deliver the message to the target audience. Some general considerations regarding channel factors are presented here. • A. Personal versus Nonpersonal Channels— Effective communication also depends on the channel or medium used to deliver the message to the target audience. While there are a variety of methods available for communicating a promotional message, they can be classified into two broad categories—personal and nonpersonal channels. Differences between these two types of influence channels are discussed. 6-35 Personal vs. Non-personal Channels
Personal Non-personal Selling Advertising
•Flexible • Geared to •Powerful large audience •Real time • Static
6-36 IV. CHANNEL FACTORS B. Effects of Alternative Mass Media— most promotional efforts such as advertising involve nonpersonal communication through the mass media. • The mass media that advertisers use to transmit their messages differ in many ways including the number and type of consumers they reach, their costs, their information processing requirements, and qualitative characteristics. • basic differences among alternative mass media including areas such as: Differences in information processing—there are very basic differences among alternative mass media in terms of the manner and rate at which information is transmitted and can be processed by the message recipient. Information from the print media is self-paced while information from the broadcast media of radio and television is externally paced. There are important implications for advertising via each type of medium.
6-37 Differences in Information Processing
Self-Paced Externally Media Paced Media
• Newspapers • Radio
• Magazines vs. • Television
• Direct Mail
• Internet
6-38 IV. CHANNEL FACTORS
C. Effects of Context and Environment—reactions to and interpretation of an
advertising message can be a function of not only message content but also the context or environment in which the ad appears. A qualitative media effect refers to the positive or negative influence the medium may contribute to the message. For example an ad seen in a high prestige publication such as Travel & Leisure or The New Yorker may be perceived differently than one in a low prestige magazine or paper such as the Star or National Enquirer. Media environments can also be created by the nature of the television program in which a commercial appears. Consumers may be in a more receptive mood when watching an upbeat situation comedy versus a news program or documentary.
D. Clutter—another aspect of the media environment that is important to
advertisers is the problem of clutter, which refers to all the non-program material that appears in the broadcast environment including commercials, promotional messages for shows, public service announcements and the like. Clutter has become a major concern to advertisers as there are too many messages competing for viewers and listeners attention. Studies have shown that the amount of clutter on the four major networks during prime time is running at around 15 minutes per hour which is down from around 17 minutes a few years ago. However, the amount of clutter is higher on cable channels and during daytime shows. 6-39 Context and Environment
6-40 Commercial Clutter is a Problem
6-41 IMC Exercise Find an example of three current advertising campaigns that are using at least one of the following source or message factors: a celebrity spokesperson a corporate leader such as the president, founder or CEO as an advertising spokesperson a comparative advertising message a refutational appeal message a fear appeal message a humorous appeal message
Analyze the advertisers’ use of this particular source or message factor.
Why do you think the advertiser chose to use this particular source or type of message? Are the spokespersons and/or messages appropriate or inappropriate for this particular brand of product or service? How might the use of this type of source or message impact the way consumers in the target audience respond to the advertising campaign? 6-42
