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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