1. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 6 Source, Message, and Channel Factors

2. 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 2

3. 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/ comprehension Can the receiver comprehend the ad? Channel/ presentation Which media will increase presentation? Message/ yielding What type of message will create favorable attitudes or feelings? Source/ attention Who will be effective in getting consumers’ attention? 3

4. 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 4

5. 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 5

6. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Skill Knowledge Expertise Unbiased Trustworthy Objective Unbiased Trustworthy Expertise Skill Knowledge Source Credibility Source Information

7. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

8. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Trust Risk Familiarity Likability Choosing a Celebrity Endorser Factors Match w/audience Match w/product Image Cost/ROI

9. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. The celebrity’s 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

10. 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 10

11. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Perceived control Perceived concern Perceived scrutiny Perceived control Perceived concern Source Power

12. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Message Factors Order of presentation Conclusion drawing Message sidedness Refutation Verbal versus visual messages Message structure Comparative advertising Fear appeals Humor appeals Message appeals 12

13. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Recall and Presentation Order Recall BeginningMiddleEnd

14. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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

15. 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 15

16. Copyright © 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 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 Disadvantages 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 16

17. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of 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  Self-paced - 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 17

18. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 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.