1. Source, Message and Channel Factors © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

2. Source factor

3. Credibility Attractiveness Power Internalization Identification Compliance Credibility Internalization Attractiveness Identification Source Attributes and Receiver Processing Modes © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Attribute Process

4. Skill Knowledge Expertise Unbiased Trustworthy Objective Unbiased Trustworthy Expertise Skill Knowledge Source Credibility © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Information

5. Experts Lend Authority to an Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Endorsement by Both a Celebrity and an Expert © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Source Attractiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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. Yao Ming is a Popular Endorser in China © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. 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 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Endorsements Dramatizations Testimonials Placements Identification Representatives Dramatizations Placements Testimonials Endorsements Modes of Celebrity Presentation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Celebrity

11. Perceived control Perceived concern Perceived scrutiny Perceived control Perceived concern Source Power © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Power

12. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message factor Message Structure Message Appeals

13. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message Structure 1. Order of presentation

14. Recall and Presentation Order © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Recall BeginningMiddleEnd

15. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message Structure 2. Conclusion drawing

16. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message Structure 3. Message sidedness

17. Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Message Structure 4. Two-sided message with refutational appeals

19. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message Structure 5. Verbal versus Visual messages

20. Appeal mostly to the logical, rational minds of consumers Message Appeal Choices © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Appeal to both the logical, rational minds of consumers and to their feelings and emotions Appeal mostly to the feelings and emotions of consumers

21. Fear Appeals Fear Appeals Comparative Ads Comparative Ads Fear Appeals Fear Appeals Comparative Ads Comparative Ads Message Appeal Options © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

22. Threat Plus Solution Gently Persuades © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. Pros and Cons of Using Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Does not aid persuasion in general Aids attention and awareness ProsCons 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

24. Creative Directors Opinions Regarding Use of Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin FavorableUnfavorable Creative personnel Creative personnel  Research directors Radio and television Radio and television Consumer non- durables Consumer non- durables Business services Business services Products related to the humorous play Products related to the humorous play  Less suited for direct mail and newspapers  Corporate advertising  Industrial products  Goods and services of a sensitive nature

25. Creative Directors Opinions Regarding Use of Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Audiences Favorable Audiences Unfavorable Younger  Older Well educated Up-scale Males Professional  Less educated  Down-scale  Females  Semi- or Unskilled

26. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Channel factor Personal versus Nonpersonal channels Effects of alternative mass media Effects of context and environment Clutter

27. Self-Paced Media Self-Paced Media Self-Paced Media Self-Paced Media Effects of alternative mass media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Newspapers Magazines Direct Mail Internet Newspapers Magazines Direct Mail Internet Radio Television Radio Television Externally Paced Media Externally Paced Media vs.vs.