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Source, Message and Channel Factors. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin. The Persuasion Matrix. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin. 1. 2. 3. 4. Channel/ presentation. Message/ yielding. Source/ attention. Receiver/ Comprehension.

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Presentation Transcript
source message and channel factors
Source, Message andChannel Factors

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

the persuasion matrix
The Persuasion Matrix

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

promotional planning elements

1

2

3

4

Channel/

presentation

Message/

yielding

Source/

attention

Receiver/

Comprehension

Which media will increase presentation?

What type of message will create favorable attitudes?

Who will be effective in getting consumers’ attention?

Can the receiver comprehend the ad?

Promotional Planning Elements

Promotional Planning

Receiver/

Comprehension

Channel/

presentation

Message/

yielding

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

source attributes and receiver processing modes

Power

Compliance

Compliance

Attractiveness

Identification

Identification

Internalization

Source Attributes and Receiver Processing Modes

Source Attribute

Process

Power

Attractiveness

Credibility

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

source credibility

Knowledge

Trustworthy

Skill

Unbiased

Expertise

Objective

Source Credibility

Knowledge

Source

Skill

Expertise

Trustworthy

Information

Unbiased

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

experts lend authority to an appeal
Experts Lend Authority to an Appeal

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

endorsement by both a celebrity and an expert
Endorsement by Both a Celebrity and an Expert

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

dave thomas was a very effective spokesperson for wendy s
Dave Thomas was a very effective spokesperson for Wendy’s’

*Click outside of the video screen to advance to the next slide

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

a business owner may be his own spokesperson
A Business Owner May Be His Own Spokesperson

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

source attractiveness

Similarity

Familiarity

Likeability

Resemblance between the source and recipient of the message

Knowledge of the source through repeated or prolonged exposure

Affection for the source resulting from physical appearance, behavior, or other personal traits

Source Attractiveness

Similarity

Familiarity

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

attractive models are often used in cosmetic ads
Attractive Models Are Often Used in Cosmetic Ads

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

popular celebrities help attract attention to commercials
Popular Celebrities Help Attract Attention to Commercials

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

risks of using celebrities

The celebrity may be overexposed, reducing his or her credibility

The celebrity may be overexposed, reducing his or her credibility

The target audience may not be receptive to celebrity endorsers

The target audience may not be receptive to celebrity endorsers

The celebrity’s behavior may pose a risk to the company

Risks of Using Celebrities

The celebrity may overshadow the product being endorsed

The celebrity may overshadow the product being endorsed

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

some advertisers push the envelope with their choice of celebrities
Some Advertisers “Push the Envelope” With Their Choice of Celebrities

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

modes of celebrity presentation

Endorsements

Identification

Testimonials

Representatives

Placements

Dramatizations

Modes of Celebrity Presentation

Endorsements

Testimonials

Celebrity

Representatives

Placements

Dramatizations

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

meaning movement and the endorsement process
Meaning Movement and the Endorsement Process

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

energy and power in the athlete and in the product
Energy and Power - In the Athlete and in the Product

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

brand name celebrity and location are all closely linked in meaning and mood
Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

recall and presentation order
Recall and Presentation Order

Recall

Beginning

Middle

End

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

message appeal choices

Appeal to both the logical, rational minds of consumers and to their feelings and emotions

Message Appeal Choices

Appeal mostly to the logical, rational minds of consumers

Appeal mostly to the feelings and emotions of consumers

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

message appeal options

May be especially useful for new brands

  • Often used for brands with small market share
  • Frequently use in political advertising
  • May stress physical danger or threats to health
  • May identify social threats: disapproval or rejection
  • May backfire if the level of threat is too high
  • They can attract and hold attention
  • They are often the best remembered
  • They put the consumer in a positive mood
Message Appeal Options

Comparative

Ads

Comparative

Ads

Fear

Appeals

Fear

Appeals

Humor

Appeals

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

a very direct side by side comparative ad
A Very Direct, Side-By-Side Comparative Ad

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

fear appeals and message acceptance
Fear Appeals and Message Acceptance

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

threat plus solution gently persuades
Threat Plus Solution Gently Persuades

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

pros and cons of using humor
Pros and Cons of Using Humor

Pros

Cons

Aids Attention and Awareness

Aids Attention and Awareness

Does Not Aid Persuasion in General

Does Not Aid Persuasion in General

May Aid Retention of the Message

May Aid Retention of the Message

May Harm Recall and Comprehension

May Harm Recall and Comprehension

Creates a Positive Mood and Enhances Persuasion

Creates a Positive Mood and Enhances Persuasion

May Harm Complex Copy Registration

May Harm Complex Copy Registration

May Aid Name and Simple Copy Registration

May Aid Name and Simple Copy Registration

Does Not Aid Source Credibility

Does Not Aid Source Credibility

May Serve As a Distracter, Reducing Counterarguing

May Serve As a Distracter, Reducing Counterarguing

Is Not Effective in Bringing About Sales

Is Not Effective in Bringing About Sales

May Wear Out Faster Than Non-humorous Ads

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

clever execution of humor in a print ad
Clever Execution of Humor in a Print Ad

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

the brand name itself becomes part of the humor
The Brand Name, Itself, Becomes Part of the Humor

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

creative directors opinions regarding use of humor
Creative Directors Opinions Regarding Use of Humor

Favorable

Unfavorable

  • Creative personnel
  • Research directors
  • Direct mail, newspapers
  • Radio and television
  • Consumer non-durables
  • Corporate advertising
  • Industrial products
  • Business services
  • Goods and services of a sensitive nature
  • Products related to the humorous play

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

creative directors opinions regarding use of humor29
Creative Directors Opinions Regarding Use of Humor

Audiences Favorable

Audiences Unfavorable

  • Younger
  • Older
  • Less educated
  • Well educated
  • Down-scale
  • Up-scale
  • Females
  • Males
  • Semi- or Unskilled
  • Professional

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

self versus external paced media

Newspapers

  • Magazines
  • Direct Mail
  • Internet
  • Radio
  • Television
Self versus External Paced Media

Self-Paced

Media

Self-Paced

Media

Externally Paced

Media

Vs.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

the image of a magazine can enhance an ad
The Image of a Magazine Can Enhance an Ad

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© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin