Endorsers and Message Appeals in Advertising. Chapter Objectives. After reading this chapter you should be able to : Describe the role of endorsers in advertising . Explain the requirements for an effective endorser.
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After reading this chapter you should be able to:
Examples of top celebrity endorsers today?
Advertisers are willing to pay large salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed products
Any problems with the use of celebrity endorsers?
Q = (popularity/familiarity) x 100
number of people who describe the source
Q = as “one of their favorites” x 100
number of people who know of the source
(“?” below = debate on effects)
Consumers’ Motivation to Avoid Negative Consequences
Scarcity:Psychological Reactance(Fear of losing out)
Social Disapproval(Not using the advertised brand)
Physical Danger(Engaging in unsafe behavior)
Stimulate audience involvement with a message
Promoteacceptance ofmessage arguments
Fear-Appeal LogicAppeals to Consumer Fears
(Note: this is an incomplete explanation)
Level of Fear Intensity
Fear appeal with solution danger cues danger control adaptive action
(e.g., change behavior)
Fear appeal without solution fear cues fear control emotional response (e.g., anxiety)
What two factors are needed for fear appeals to be effective?
Refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness
Use a 2-sided message if ...
OrderWhere Claims PresentedWhen to Use
1. Anticlimax beginning low involvement
2. Pyramidal middle never
3. Climax end high involvement
Is this more important for audio or visual print ad information?