Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch

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Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers'' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message,... Chapter 6 Source,  Message,  and Channel  Factors Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 6.1 ­ The Persuasion Matrix Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Decisions Evaluated with the Persuasion Matrix Receiver/ Channel/ Message/ Source/ comprehension presentation yielding attention Which media will increase presentation? What type of message will create favorable attitudes or feelings? Who will be effective in getting consumers’ attention? Can the receiver comprehend the ad? Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Source  Person involved in communicating a marketing  message  Direct source ­ Delivers a message and/or endorses  a product or service  Indirect source ­ Draws attention to and enhances  the appearance of an ad Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 6.2 ­ Source Attributes and Receiver  Processing Modes Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Source Credibility Knowledge Knowledge Source Source Skill Skill Expertise Expertise Trustworthy Trustworthy Information Information Unbiased Unbiased Objective Objective Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Source Attractiveness Similarity Similarity Familiarity Familiarity Likeability Likeability Resemblance  Resemblance  between the  between the  source and  source and  recipient of the  recipient of the  message message Knowledge of the  Knowledge of the  source through  source through  repeated or  repeated or  prolonged  prolonged  exposure exposure Affection for the  Affection for the  source resulting  source resulting  from physical  from physical  appearance,  appearance,  behavior, or other  behavior, or other  personal traits personal traits Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Choosing a Celebrity Endorser Match w/audience Match w/audience Trust Trust Match w/product Match w/product Risk Risk Factors Image Image Familiarity Familiarity Cost/ROI Cost/ROI Likability Likability Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Risks of Using Celebrities The celebrity may overshadow  The celebrity may overshadow  the product being endorsed the product being endorsed The celebrity may be overexposed,  The celebrity may be overexposed,  reducing his or her credibility reducing his or her credibility The target audience may not be  The target audience may not be  receptive to celebrity endorsers receptive to celebrity endorsers The celebrity’s behavior may pose  The celebrity’s behavior may pose  a risk to the company a risk to the company Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 6.3 ­ Meaning Movement and the Endorsement Process Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 10 McGraw-Hill Education Source Power Perceived control Perceived control Source Power Source Power Perceived concern Perceived concern Perceived scrutiny Perceived scrutiny Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Message Factors Message structure • • • • • Message appeals • Comparative advertising • Fear appeals • Humor appeals Order of presentation Conclusion drawing Message sidedness Refutation Verbal versus visual messages Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 12 McGraw-Hill Education Recall Recall and Presentation Order Beginning Middle End Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Message Appeal Options Comparative Comparative Ads Ads •• May be especially  May be especially  useful for new  useful for new  brands brands •• Often used for  Often used for  brands with small  brands with small  market share market share •• Frequently use in  Frequently use in  political  political  advertising advertising Fear Fear Appeals Appeals •• May stress  May stress  physical danger or  physical danger or  threats to health threats to health •• May identify social  May identify social  threats:  threats:  disapproval or  disapproval or  rejection rejection •• May backfire if the  May backfire if the  Humor Humor Appeals Appeals •• They can attract  They can attract  and hold attention and hold attention •• They are often the  They are often the  best remembered best remembered •• They put the  They put the  consumer in a  consumer in a  positive mood positive mood level of threat is  level of threat is  too high too high Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 6.5 ­ Relationship between Fear  Levels and Message Acceptance Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 15 McGraw-Hill Education Humor Appeals Advantages and  Disadvantages Advantages Disadvantages • Aid with awareness and attention • Aid name and simple copy registration • Aid retention • Aid persuasion to switch brands • Create a positive mood that enhances persuasion • Harm recall and comprehension • Harm complex copy registration • Do not aid persuasion in general • Do not aid source credibility • Not very effective in bringing about sales Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 16 McGraw-Hill Education Channel Factors  Personal versus nonpersonal channels ­ Information  received from personal channels is more persuasive  than that received from the mass media  Effects of alternative mass media  Differences in information processing  Self­paced ­ Readers process the ad at their own rate and  study it as long as they desire  Externally paced ­ Transmission rate is controlled by the  medium Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of 17 McGraw-Hill Education Self versus External Paced Media  Self­Paced Self­Paced Media Media Externally Paced Externally Paced Media Media •• Newspapers  Newspapers •• Radio  Radio •• Magazines  Magazines •• Television  Television •• Direct Mail  Direct Mail vs vs Internet Internet Copyright â 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education ... Humor Appeals Advantages and Disadvantages Advantages Disadvantages • Aid with awareness and attention • Aid name and simple copy registration • Aid retention • Aid persuasion to switch brands • Create a positive... Person involved in communicating a marketing message  Direct source ­ Delivers a message and/ or endorses  a product or service  Indirect source ­ Draws attention to and enhances  the appearance of an ad Copyright... Often used for  Often used for  brands with small  brands with small  market share market share •• Frequently use in  Frequently use in  political  political  advertising advertising Fear Fear Appeals
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Xem thêm: Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch, Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch, Figure 6.2 - Source Attributes and Receiver Processing Modes, Figure 6.3 - Meaning Movement and the Endorsement Process, Figure 6.5 - Relationship between Fear Levels and Message Acceptance

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