1. Enhancing Processing Motivation
The use of
surprise
to enhance
processing
motivation

2. Enhance consumer’s OPPORTUNITY to:
encode information: the secret is repetition
reduce processing time: using pictures and distinct imagery to convey a message

3. Enhance consumers’ ABILITY to:
access knowledge structures: provide a context for text or pictures with verbal framing.
create knowledge structures: facilitate exemplar-based learning

4. Concretizations
Based on the straightforward idea that it is easier for people to remember and retrieve tangible rather than abstract information.

5. The Use of
Analogy to
Create a
Knowledge
Structure

6. Facilitating
Exemplar-Based
Learning With
Concretization

7. The Role of Endorsers in Advertising
Celebrity Endorsers
The Role of Endorsers in Advertising
Typical People

8. Celebrity Endorsers
Advertisers are willing to pay huge salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed products

9. Typical-Person Endorsers
Show regular people using or endorsing products
Avoid the backlash from using “beautiful people” who may be resented
Real personal experience of the benefits of the particular brand possess a degree of credibility
Effective using multiple people rather than a single individual

10. The Five Components in the TEARS Model of Endorser Attributes

11. The Tears Model
Refers to the honesty, integrity, and believability of a source
Often an endorser is perceived as highly trustworthy but not an expert
Trustworthiness
Expertise Attractiveness Respect Similarity

12. The Tears Model Expertise
Refers to the knowledge, experience, or skills possessed by an endorser as they relate to the endorsed brand
Expertise
Trustworthiness Attractiveness Respect Similarity

13. The Tears Model Atractiveness
The trait of being regarded as pleasant to look at in terms of a particular group’s concept of attractiveness.
Atractiveness
Trustworthiness Expertise Respect Similarity

14. The Tears Model Respect
Represents the quality of being admired or even esteemed due to one’s personal qualities and accomplishments.
Respect
Trustworthiness Expertise Attractiveness Similarity

15. The Tears Model Similarity
Represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship.
Age, gender, ethnicity, etc.
“Birds of a feather flock together”
Similarity
Trustworthiness Expertise Attractiveness Respect

16. The “No Tears” Approach
Celebrity and Audience Match up
An endorser must match up well with the endorsed brand’s target market
Will the target market positively relate to this endorser?
Example: NBA Players who endorse shoes
(1) Celebrity and audience match up

17. The “No Tears” Approach
Celebrity and Brand Match up
Advertising executives require that the celebrity’s behavior, values, and decorum be compatible with the image desired for the advertised brand
Example: Catherine Zeta Jones and Elizabeth Arden
(2) Celebrity and brand match up

18. The “No Tears” Approach
Celebrity Credibility
People who are trustworthy and perceived as knowledgeable about the product category are best able to convince others to undertake a particular course of action
See TEARS model for elaboration on Trustworthiness and Expertise
(3) Celebrity credibility

20. The “No Tears” Approach
Celebrity Attractiveness
Multifaceted as is described in the TEARS Model
Attractiveness is regarded as subordinate in importance to credibility and endorser match up with the audience and with the brand
(4) Celebrity attractiveness

21. The “No Tears” Approach
Cost Considerations
How much it will cost to acquire a celebrity’s services is an important consideration, but one that should not dictate the final choice
Evaluate candidates in comparison to alternative returns on that capital
(5) Cost considerations

22. The “No Tears” Approach
Working Ease/Difficulty Factor
Advertising agencies would prefer to avoid the “hassle factor”
Example: Shaquille O’Neal and Reebok
(6) A working ease/difficulty factor

23. The “No Tears” Approach
Saturation Factor
If a celebrity is overexposed—endorsing too many products—his or her perceived credibility may suffer
Tiger Woods for example
(7) An endorsement-saturation factor

24. The “No Tears” Approach
The Trouble Factor
Likelihood that a celebrity will get into trouble after the endorsement relation is established
Example—Mike Tyson, Cybill Shepherd, O.J. Simpson
(8) A likelihood-of-getting-into-trouble factor

25. The Role of Q Scores Q Performance Q-Ratings Q-Rating(quotient)
=popularity/familiarity

26. The Role of Humor in Advertising
Attracts attention
Enhances liking of ad and brand
Does not hurt comprehension
Does not harm persuasion
Does not enhance source credibility
Nature of product affects the appropriateness of using humor

27. The Role of Humor in Advertising
Effective only when consumers’ evaluations of the advertised brand are already positive
Effect of humor can differ due to differences in audience characteristics
Humorous message may be so distracting that receivers ignore the message content

28. Use of Humor
Advair

29. Appeals to Consumer Fears
Appeal to fear is effective as a means of enhancing motivation
Appeal by identifying the negative consequences of:
Not using the product
Engaging in unsafe behavior (example: drinking and driving)

30. Fear-Appeal Logic Stimulates audience involvement with a message
Promotes acceptance of message arguments
Takes the forms of either
Social disapproval or
Physical danger

31. Appropriate Intensity
Degree of
Persuasive
Effectiveness
Low
Moderate
High
Level of Fear Intensity

32. Appeals to Scarcity
Psychological Reactance: the theory that people react against any efforts to reduce their freedom or choices.
In Singapore, this fear is called Kiasu – the fear of losing out.

33. Appeals to Consumer Guilt
Advertisers and other marketing communicators attempt to imply that feelings of guilt can be assuaged by their product.
These ads are not effective if they lack credibility or if the advertisers are perceived as having manipulative intentions.

34. An
Appeal to
Guilt

35. The Use of Sex in Advertising
Initial attentional lure-the stopping power of sex
Enhance recall of message point
Evoke emotional responses such as feelings of arousal or lust.
To provoke a positive reaction, sexual content needs to be appropriate or relevant to the subject matter.

36. The Potential Downside of Sex Appeals
Interference with processing of message arguments and reduction in message comprehension
Demeaning to females and males

37. An
Appropriate
Use of Partial
Nudity in
Advertising

38. Subliminal Messages and Symbolic Embeds
Refers to the presentation of stimuli
at a rate or level that is below the
conscious threshold of awareness

39. A Cautious Challenge Three forms of subliminal stimulation:
Visual stimulation using a tachistoscope
Accelerated speech in auditory messages
Embedding of hidden symbols
Embedding is a weak stimulus that probably does not effect brand choice much.

40. The Functions of Music in Advertising
Attracts attention
Promotes positive mood
Increase receptivity of message
Communicates meanings

41. The Role of Comparative Advertising
Better in enhancing brand awareness
Promotes better recall
Effective especially when the brand is a new
Generates more purchases

42. Comparative Advertising
The Role of
Comparative Advertising
Direct Comparison

43. Comparative Advertising
The Role of
Comparative Advertising
Indirect Comparison

44. Considerations in Dictating the Use of Comparative Advertising
Situational factors
Distinct advantages
The credibility issue
Assessing effectiveness