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Chapter 6 Source, Message and Channel Factors. The Persuasion Matrix.

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Presentation on theme: "Chapter 6 Source, Message and Channel Factors. The Persuasion Matrix."— Presentation transcript:

1 Chapter 6 Source, Message and Channel Factors

2 The Persuasion Matrix

3 Who will be effective in getting consumers attention? Source/ attention Source/ attention 4 Receiver/ Comprehension Receiver/ Comprehension Can the receiver comprehend the ad? 1 Which media will increase presentation? Channel/ presentation Channel/ presentation 2 What type of message will create favorable attitudes? Message/ yielding Message/ yielding 3 Receiver/ Comprehension Receiver/ Comprehension Channel/ presentation Channel/ presentation Message/ yielding Message/ yielding Promotional Planning Elements Promotional Planning

4 Power Attractiveness Credibility Compliance Identification Internalization Power Compliance Attractiveness Identification Source Attributes and Receiver Processing Modes Source Attribute Process

5 Skill Knowledge Expertise Unbiased Trustworthy Objective Unbiased Trustworthy Expertise Skill Knowledge Source Credibility Source Information

6 Limitations of credible sources high-credibility source may be less effective than a moderate- or low-credibility source such as when the receiver has a favorable initial attitude or opinion. In this situation the use of a highly credible source may lead the receiver to attribute his or her opinion to the source rather than the message being communicated. Sleeper effect phenomenon – What is it?

7 Experts Lend Authority to an Appeal +

8 Endorsement by Both a Celebrity and an Expert +

9 A Business Owner May Be His Own Spokesperson

10 A spokesperson who delivers an advertising message and/or demonstrates a product or service is a direct source

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

12 Attractive Models Are Often Used in Cosmetic Ads +

13 Popular Celebrities Help Attract Attention to Commercials +

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15 Discussion Question Effective spokespeople? What makes an effective spokesperson? When should they NOT be used?

16 The celebritys behavior may pose a risk to the company The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The celebrity may overshadow the product being endorsed The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The celebrity may overshadow the product being endorsed Risks of Using Celebrities

17 Consumers who are particularly knowledgeable about a product are less likely to be influenced by celebrity endorsements than consumers who have little or no product knowledge

18 Brand Name, Celebrity, and Location Are All Closely Linked in Meaning and Mood

19 Recall and Presentation Order Recall BeginningMiddleEnd

20 Message Sidedness One sided vs two sided messages Advertisers are concerned over the negative effects of acknowledging a weakness in their brand Refutation

21 Appeal mostly to the logical, rational minds of consumers Message Appeal Choices Appeal to both the logical, rational minds of consumers and to their feelings and emotions Appeal mostly to the feelings and emotions of consumers

22 Fear Appeals Fear Appeals Comparative Ads Comparative Ads Fear Appeals Fear Appeals Comparative Ads Comparative Ads Message Appeal Options Humor Appeals Humor Appeals 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 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 May be especially useful for new brands Often used for brands with small market share Frequently use in political advertising May be especially useful for new brands Often used for brands with small market share Frequently use in political advertising They can attract and hold attention They are often the best remembered They put the consumer in a positive mood They can attract and hold attention They are often the best remembered They put the consumer in a positive mood

23 A Very Direct, Side-By-Side Comparative Ad +

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25 Threat Plus Solution Gently Persuades +

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27 Fear Appeals and Message Acceptance

28 No Fear Ads Creates a Unique Brand Image

29 Clever Execution of Humor in a Print Ad

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32 Pros and Cons of Using Humor Does Not Aid Persuasion in General Aids Attention and Awareness Pros Cons May Harm Recall and Comprehension May Harm Complex Copy Registration Does Not Aid Source Credibility Is Not Effective in Bringing About Sales May Wear Out Faster Than Non-humorous Ads May Aid Retention of the Message Creates a Positive Mood and Enhances Persuasion May Aid Name and Simple Copy Registration May Serve As a Distracter, Reducing Counterarguing Does Not Aid Persuasion in General Aids Attention and Awareness May Harm Recall and Comprehension May Harm Complex Copy Registration Does Not Aid Source Credibility Is Not Effective in Bringing About Sales May Aid Retention of the Message Creates a Positive Mood and Enhances Persuasion May Aid Name and Simple Copy Registration May Serve As a Distracter, Reducing Counterarguing

33 Humorous messages may be effective because they enhance attention and may reduce counter-arguing.

34 The Brand Name, Itself, Becomes Part of the Humor

35 Humorous messages may be effective because they enhance ________ and may reduce ___________.

36 Humorous ads Bird Help Bump ET Biker Trunk monkey Fear ads Dial Dial

37 Creative Directors Opinions Regarding Use of Humor Audiences Favorable Audiences Unfavorable Younger Older Well educated Up-scale Males Professional Less educated Down-scale Females Semi- or Unskilled

38 Self-Paced Media Self-Paced Media Self-Paced Media Self-Paced Media Self versus External Paced Media Newspapers Magazines Direct Mail Internet Newspapers Magazines Direct Mail Internet Radio Television Radio Television Externally Paced Media Externally Paced Media Vs.Vs.

39 The Image of a Magazine Can Enhance an Ad +

40 Persuasive Appeals Demonstration Show audience how product works Infomercials Fitness gear TestimonialTestimonial Client speaks of product benefitsClient speaks of product benefits Jared of SubwayJared of Subway

41 Persuasive Appeals Celebrity Endorsement Tie product image to famous person MJ & Jackie Chan for Hanes UrgencyUrgency Need to respond/act quicklyNeed to respond/act quickly Sale Ends Saturday!Sale Ends Saturday! 2-days only!2-days only! Disney DVDs will not be available for 10 years!Disney DVDs will not be available for 10 years!

42 Persuasive Appeals Shock! Anti-drug/Anti-smoking SexSex Associate product with sexual satisfaction / conquestAssociate product with sexual satisfaction / conquest Calvin Klein, Cosmo, MaximCalvin Klein, Cosmo, Maxim

43 Persuasive Appeals Before / After Demonstrate specific results of using product Grecian formula, weight loss ImageImage Associate product with some image, style, attitude… coolnessAssociate product with some image, style, attitude… coolness Product benefits, attributes are secondary to the imageProduct benefits, attributes are secondary to the image Cadillac, NikeCadillac, Nike

44 Chapter 8 Creative Strategy: Planning and Development

45 Today Focus on the planning and development of the creative strategy. Examine the concept of creativity and the process that guides the creation of the advertising campaign copy platforms that are used to guide the development of advertising campaigns. major selling ideas that form the basis of an advertising campaign.

46 NIKE Market _spots_90s/90s_116.jsp _spots_90s/90s_116.jsp mi_m0BDW/is_6_42/ai_ mi_m0BDW/is_6_42/ai_

47 Creativity Before you worry about how to say it, you must be sure you say the right thing Creative advertising can break through the clutter and make an impression on buyers

48 Thomas Edison is often credited with saying that "Creativity is 1 % inspiration and 99 % per­ spiration." That 99 % (percent), or the innovation, involves testing, evaluating, and retesting what the inspiration found.

49 Determining what the advertising message will say or communicate Advertising Creativity Creative Strategy Creative Strategy Creative Tactics Creative Tactics Determining how the message strategy will be executed

50 Creativity It is not about the awards communicates the message clearly and leaves favorable impressions among the target audience Not all advertising campaigns that have won creative awards have successfully generated sales for the clients' products Creativity is important when companies are selling brands that are very similar in quality and difficult to differentiate on functional features

51 Let Prospects Vividly Experience the Goods Allow You to Brand the Advertising Revolve Around the Clinching Benefit Be Likely to Attract the Prospects Attention Be Describable in a Simple Word or Phrase Allow You to Brand the Advertising Revolve Around the Clinching Benefit Be Likely to Attract the Prospects Attention Be Describable in a Simple Word or Phrase The Ideal Power Idea Should...

52 Two Perspectives on Advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Suits Its not creative unless it sells Artists Only artistic value and originality count

53 Absoluts Advertising Represents Synergy Between Creative and Media +

54 Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination Studying the Idea, Evaluating It, and Developing It for Practical Usefulness. Verification Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination Young's Creative Process

55 Read anything related to the product or market! Listen to what people are talking about! Use the product to become familiar with it! Ask everyone involved for information! Work in and learn about the clients business! Ask everyone involved for information! Listen to what people are talking about! Use the product to become familiar with it! Read anything related to the product or market! Getting Creative Input

56 1. Background research informal fact-finding techniques and general preplanning input. 2. Product/service specific research this involves different types of studies such as attitude, market structure and positioning, perceptual mapping and psychographic studies. 3. Qualitative research input techniques such as in-depth interview or focus groups with customers or ethnographic studies. Getting Creative Input

57 BMWs Slogan Has Helped Build Its Brand Image +

58 This ad campaign was based on psychographic research Who is she sleeping with? WESTIN Choose your travel partner wisely

59 The 10 greatest ad slogans of all time 1. De BeersDiamonds are forever 2. NikeJust do it! 3. Coca ColaThe pause that refreshes 4. Miller LiteTastes great, less filling 5. AvisWe try harder 6. Maxwell HouseGood to the last drop 7. WheatiesBreakfast of champions 8. ClairolDoes she... or doesnt she? 9. Morton SaltWhen it rains it pours 10. WendysWheres the beef? Company or Brand Campaign Theme

60 A few Turkish examples 1. ABCFarki Fiyati 2. ArkoHer eve lazim 3. ArtemaAc kapa Artema 4. BekoBir dunya markasi 5. Luna Yoksa siz hala annenizin margarinini mi kullanıyorsunuz? 6. SoloHem yumusak, hem hesapli 7. TamekTamekse koy sepete 8. TefalSen herseyi dusunursun 9. Ulker tac kraker Atistirin acliginizi yatistirin 10. VernelVernelleyin yumusacik olsun Vernelleyin mis gibi koksun Company or Brand Campaign Theme

61 Positioning the Brand Use a Unique Selling Position Use a Unique Selling Position Create the Brand Image Positioning Find the Inherent Drama Create a Brand Image Use a Unique Selling Position Use a Unique Selling Position Major Selling Ideas Seeking the Major Idea

62 Buy this produce and you'll benefit this way or enjoy this reward Must be unique to this brand or claim; something rivals can't or don't offer Unique Benefit Unique Benefit Approaches to the Major Selling Idea: USP Unique Selling Proposition The promise must be strong enough or attractive enough to move people Potent

63 Brand image or personality is particularly important when brands are similar Every ad must contribute to the complex symbol that is the brand image. Brand image or personality is particularly important when brands are similar Perspectives of Great Ad Men on the Major Selling Idea David Ogilvy Find the inherent drama or characteristic of the product that makes consumers buy it (Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals. Leo Burnett

64 Often used for products such as soft drinks, perfume, liquor, clothing, airlines image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute image advertising The creativity sales strategy is based on a strong, memorable brand identity through image advertising Used when competing brands are so similar it is difficult to find or create a unique attribute Creating a Brand Image

65 No Fear Ads Creates a Unique Brand Image +

66 Approaches to the Major Selling Idea: Inherent Drama Inherent Drama Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog

67 Establish a particular place in the customers mind for the product or service Approaches to the Major Selling Idea: Positioning Positioning Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

68 Pennzoils Positioning is Based on Protection

69 Quaker States Positioning is Based on Performance

70 A Detergent for Every Need Brand Tide Cheer Bold Gain Era Dash Oxydol Solo Dreft Ivory Ariel Positioning Tough, powerful cleaner Tough cleaner and color protection Detergent plus fabric softener Sunshine scent and order-removing Stain pretreatment and removal Value brand Bleach-boosted, whitening formula Detergent plus fabric softener liquid For baby clothes, safe for tender skin Fabric and skin safety, fine washables Tough cleaner, aimed at Hispanics Share 31.1% 8.2% 2.9% 2.6% 2.2% 1.8% 1.4% 1.2% 1.0% 0.7% 0.1%

71 This Ad Positions 3M as Highly Innovative +

72 Story board Animatic

73 Shock Ads deliberately designed to be controversial Calvin Klein and Benetton are the two companies best known for using shock ads. in-house Younger consumers are less likely to perceive shock ads as offensive or in bad taste and may even help create favorable attitudes toward these companies because of their edgy, rebellious tone.

74 Oliver Toscani, Benettons creative director, is that advertising should be free from any type of censorship or scrutiny since it is often a form of art.

75 Food for life 2003

76 1990

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79 1996

80 1989

81 1990

82 Media-driven Creative Strategy A media-driven creative strategy refers to the idea of creating advertising messages that are designed to work well in a specific media vehicle. For example, Absolut vodka often tailors its print ads to the specific magazine in which they will appear. While the same basic campaign theme is used, the creative execution takes into account the nature and characteristics (style and mood) of the medium in which the ad is being run. The advantages of this approach are that it creates a synergy between the creative and media process.

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