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CH 6

The document discusses factors to consider when developing an effective promotional campaign, including source, message, and channel factors. It explains the importance of selecting the right spokesperson, developing a compelling message, and choosing appropriate media channels. It also discusses the persuasion matrix and details various source attributes like credibility and attractiveness as well as message structures and appeal types.

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sabbir hassan
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34 views17 pages

CH 6

The document discusses factors to consider when developing an effective promotional campaign, including source, message, and channel factors. It explains the importance of selecting the right spokesperson, developing a compelling message, and choosing appropriate media channels. It also discusses the persuasion matrix and details various source attributes like credibility and attractiveness as well as message structures and appeal types.

Uploaded by

sabbir hassan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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MKT 337

Promoti onal Management

Chapter 6
Source, Message and Channel Factors
Promotional Planning

• To develop an effective ad & promotional campaign, a firm must


select the right spokesperson to deliver a compelling message
through appropriate channel or media.

• Source, Message and Channel are COTROLLABLE factors


• in communication process
The Persuasion Matrix
It helps marketer to see how each controllable elements interact with the
consumer’s response process.
• 1. Receiver: marketer must
know their target market to
make their msg clear and
understandable
• 2. Channel: check a media
that can reach the target
audience
• 3. Message: what type of
msg will create favorable
attitude
• 4. Source: who will get the
attention (spokesperson)
Source factor
• Two ways to communicate
• 1. Direct source: spokesperson who deliver
• 2. Indirect source: a model doesn’t deliver the msg. but draws
attention to the content of the ad.
• 3 source attributes
• a. Credibility: whether source is knowledgeable, skilled, experienced or
trustworthy to the receiver
• B. Attractiveness: similarity, familiarity, likability (use celebrity)
• C. power: a source has power when he/she can reward or punish the
receiver(sales rep can spend on customer)
Source Attractiveness

Similarity Familiarity Likeability

Resemblance Knowledge of the Affection for the


between the source source through source resulting
and recipient of the repeated or from physical
message prolonged exposure appearance,
behavior, or
personal traits
Source Factors- Credibility & Attractiveness
Ethical

Applying
Honest Knowledge
Expertise

Unbiased Source Trustworthy


Source
Credibility
Believable Skillful
Using
Applying
Experienced
Corporate
Trustworthiness Leaders
Experts Lend
Authority to
an Appeal
Corporate
Leaders as
Spokespeople
Celebrity Endorsers
Message Factor

• The way marketing communications are presented


• A. Content of msg
• B. Structure of the message (opening, closing)
• C. What type of message appeal will be used
Message Factors: Structures

Order of Presentation

Order of
Presentation
Recall

Beginning Middle End


Message Factors: Structures

Conclusion
Drawing
Message Appeal

Appeal to the logical, rational Appeal to the feelings and


minds of consumers emotions of consumers

Appeal to both
Channel Factors
Medium used to deliver the msg

Personal vs.
Personal Non-personal Non-personal
Selling Advertising
Channels
• Flexible • Geared to large
• Powerful audience
• Real time • Static
THANK YOU

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