Source, Message and

Channel Factors

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Persuasion Matrix

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Planning Elements

Promotional
Promotional Planning
Planning

1 2 3 4
Receiver/
Receiver/ Channel/
Channel/ Message/
Message/ Source/
Source/
comprehension
comprehension presentation
presentation yielding
yielding attention
attention

Can
Can the
the Which
Which media
media What
What type
type of
of Who
Who will
will be
be
receiver
receiver will
will increase
increase message
message will
will effective
effective in
in
comprehend
comprehend presentation?
presentation? create
create getting
getting
the
the ad?
ad? favorable
favorable consumers’
consumers’
attitudes?
attitudes? attention?
attention?

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

1
Source Attributes and Receiver
Processing Modes

Source Attribute Process

Credibility
Credibility Internalization
Internalization

Attractiveness
Attractiveness Identification
Identification

Power
Power Compliance
Compliance

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source Credibility

Knowledge
Knowledge

Source
Source Skill
Skill

Expertise
Expertise

Trustworthy
Trustworthy

Information
Information Unbiased
Unbiased

Objective
Objective

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Experts Lend Authority to an Appeal

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2
Endorsement by Both a Celebrity
and an Expert

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source Attractiveness

Similarity
Similarity Familiarity
Familiarity Likeability
Likeability

Resemblance
Resemblance Knowledge
Knowledge of of Affection
Affection for
for the
the
between
between the
the the
the source
source source
source resulting
resulting
source
source and
and through
through repeated
repeated from
from physical
physical
recipient
recipient of
of the
the or
or prolonged
prolonged appearance,
appearance,
message
message exposure
exposure behavior,
behavior, or
or
other
other personal
personal
traits
traits

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Test Your Knowledge

The use of celebrities in commercials is generally

based on the source characteristics of _____ and
represents an attempt to induce persuasion through
the ______ process.
A) expertise; yielding
B) expertise; identification
C) power; identification
D) attractiveness; identification
E) attractiveness; internalization

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3
Risks of Using Celebrities

The
The celebrity
celebrity may
may overshadow
overshadow
the
the product
product being
being endorsed
endorsed

The
The celebrity
celebrity may
may bebe overexposed,
overexposed,
reducing
reducing his
his or
or her
her credibility
credibility

The
The target
target audience
audience may
may not
not be
be
receptive
receptive to
to celebrity
celebrity endorsers
endorsers

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

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Meaning Movement and the Endorsement Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Energy and Power - In the

Athlete and in the Product

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4
 Yao Ming is a Popular Endorser in China

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Modes of Celebrity Presentation

Endorsements
Endorsements

Identification
Identification Testimonials
Testimonials

Celebrity
Celebrity

Representatives
Representatives Placements
Placements

Dramatizations
Dramatizations

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Undermining the Traditional Approach

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5
 Source Power

Perceived
Perceived control
control

Source
Source Power
Power Perceived
Perceived concern
concern

Perceived
Perceived scrutiny
scrutiny

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Recall and Presentation Order

Recall

Beginning Middle End

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Buckley’s Uses a Two-sided Message To

Advertise Its Cough Syrup

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6
 Test Your Knowledge

The campaign centered around the theme, “Pork, the

Other White Meat” is designed to show consumers
that pork is not all fat as some people think. These
ads trying to convince consumers pork is as lean as
chicken use:
A) conclusion drawing
B) a fear appeal
C) a refutational appeal
D) a humorous appeal
E) an affective conclusion

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Message Appeal Choices

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

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

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Message Appeal Options

Comparative
Comparative Fear
Fear Humor
Humor
Ads
Ads Appeals
Appeals Appeals
Appeals

•• May
May be
be especially
especially •• May
May stress
stress •• They
They can
can attract
attract
useful
useful for
for new
new physical
physical danger
danger or
or and
and hold
hold attention
attention
brands
brands threats
threats to
to health
health •• They
They are
are often
often the
the
•• Often
Often used
used for
for •• May
May identify
identify best
best remembered
remembered
brands
brands with
with small
small social
social threats:
threats:
market
•• They
They put
put the
the
market share
share disapproval
disapproval oror consumer
rejection consumer in
in aa
•• Frequently rejection
Frequently use
use in
in positive
positive mood
mood
political
political •• May
May backfire
backfire ifif the
the
advertising
advertising level
level of
of threat
threat isis
too
too high
high

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7
Miller Lite Used Comparative
Advertising To Take on Bud Light

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Fear Appeals and Message Acceptance

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Threat Plus Solution Gently Persuades

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8
 Pros and Cons of Using Humor

Pros Cons
Aids
Aids attention
attention and
and Does
Does not
not aid
aid persuasion
persuasion in
in
awareness
awareness general
general

May
May aid
aid retention
retention of
of the
the May
May harm
harm recall
recall and
and
message
message comprehension
comprehension

Creates
Creates aa positive
positive mood
mood May
May harm
harm complex
complex copy
copy
and
and enhances
enhances persuasion
persuasion registration
registration

May
May aid
aid name
name and
and simple
simple Does
Does not
not aid
aid source
source
copy
copy registration
registration credibility
credibility

May
May serve
serve as
as aa distracter,
distracter, Is
Is not
not effective
effective in
in bringing
bringing
reducing
reducing counterarguing
counterarguing about
about sales
sales

May
May wear
wear out
out faster
faster than
than
non-humorous
non-humorous ads
ads
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Clever Execution of Humor in a Print Ad

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Directors Opinions

Regarding Use of Humor
Favorable Unfavorable

Creative personnel  Research directors

Radio and television  Less suited for direct

mail and newspapers
Consumer non-
non-
durables  Corporate advertising

Business services  Industrial products

Products related to  Goods and services

the humorous play of a sensitive nature

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9
 Creative Directors Opinions
Regarding Use of Humor

Audiences Audiences
Favorable Unfavorable

Younger  Older

Well educated  Less educated

Up-scale  Down-scale

Males  Females

Professional  Semi- or Unskilled

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Test Your Knowledge

An ad for Snorestop Extinguisher, a nose spray for

eliminating snoring has the headline, “Wife shoots
husband and rests in peace.” This ad uses _____ to
attract attention and convey a key selling point.
A) a two-sided message approach
B) a humor appeal
C) comparative advertising
D) a refutational appeal
E) a primacy appeal

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Self versus External Paced Media

Self-Paced
Self-Paced Externally
Externally Paced
Paced
Media
Media Media
Media

•• Newspapers
Newspapers •• Radio
Radio
•• Magazines
Magazines •• Television
Television
vs.
vs.
•• Direct
Direct Mail
Mail
•• Internet
Internet

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10
The Image of a Magazine Can Enhance an Ad

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11