1. Source, Message, and Channel Factors 6 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Nike and Tiger Woods 1996 Lucrative endorsement deal even though Nike didn’t make golf clubs/equipmentgolf 1998 Nike Golf Formed Nike ball developedball 2000 sign Tiger to $105 million dealdeal 2002 developed clubsclubs Golf has exploded as a sport Tiger endorses other thingsthings Ouch!!!Ouch

3. The Persuasion Matrix

4. Promotional Planning Elements 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 Promotional Planning

5. A Direct Source

6. Source Attributes — Receiver Processing Modes

7. Source Credibility Source Ethical Honest Unbiased Believable Knowledgeable Trustworthy Skillful Experienced

8. Experts Lend Authority to an Appeal

9. Corporate Leaders as SpokespeopleLeaders *Click outside of the video screen to advance to the next slide

10. Limitations of Credible Sources High- and low-credibility sources –Equally effective when arguing for a position opposing their own best interest Sleeper effect –Persuasiveness increases over time

11. Source AttractivenessAttractiveness 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 personal traits Likeability

12. Top Celebrity Endorsers Top Male Endorsers Tiger Woods Michael Jordan David Beckham Lance Armstrong Top Female Endorsers Maria Sharapova Jennifer Lopez Jessica Simpson Venus/Serena Williams Annika Sorenstram

13. 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

14. Advertising Risks of Using CelebritiesCelebrities The celebrity’s behavior may pose a risk to the company The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers

15. Endorser Traits

16. Meaning Movement & the Endorsement ProcessMovement

17. Energy & Power – The Athlete and the Product

18. Yao Ming is a Popular Endorser in China

19. Choosing a Celebrity Endorser Factors Match w/audience Match w/product Image Cost Trust Risk Familiarity Likability

20. Familiarity and Appeal Q-scores –% of those who say “one of my favorites” divided by % who have heard of him/her Sports stars average 17; performers 18 –Broken down by demographic criteria Fame index database –10,000 celebrities rated by 250 criteria Age, sex, residence, career highlights, charity affiliations, fears, interests, additions, etc.

21. Applying Likability: Decorative Models

22. Source Power Perceived control Perceived concern Perceived scrutiny Compliance

23. Source Power

24. The Persuasion Matrix

25. Message Structure Recall Beginning Middle End Order of Presentation

26. Conclusion Drawing

27. Message Sidedness

28. Refutation

29. Verbal vs. Visual Messages

30. Test Your Knowledge The campaign centered around the theme “Pork, the Other White Meat” is designed to show consumers that pork is as lean as chicken. Ads in this campaign use: A) Conclusion drawing B) A fear appeal C) A refutational appeal D) A humorous appeal E) An affective conclusion

31. Message Appeal Choices Appeal to the logical, rational minds of consumers Appeal to both Appeal to the feelings and emotions of consumers

32. MessageMessage Appeal Options Fear Appeals Fear Appeals May stress physical danger or threats to health May identify social threats Can backfire if level of threat is too high May stress physical danger or threats to health May identify social threats Can backfire if level of threat is too high Comparative Ads Comparative Ads Especially useful for new brands Often used for brands with small market share Used often in political advertising Especially useful for new brands Often used for brands with small market share Used often in political advertising Humor Appeals Humor Appeals Can attract and hold attention Often the best remembered Put consumers in a positive mood Can attract and hold attention Often the best remembered Put consumers in a positive mood

33. Miller Lite’s Comparative Advertising

34. Fear Appeals and Message Acceptance

35. Protection Motivation Dangers of Hepatitis A Havrix vaccination

36. Humor Appeals Does not aid persuasion in general 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 Aids attention and awareness Pros 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

37. Humor in Print Media

38. 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

39. The Persuasion Matrix

40. Channel Factors Personal Flexible Powerful Real time Flexible Powerful Real time No personal contact Geared to a large audience Static No personal contact Geared to a large audience Static Nonpersonal

41. Differences in Information Processing Self-Paced Media Self-Paced Media Newspapers Magazines Direct Mail Internet Newspapers Magazines Direct Mail Internet Radio Television Radio Television Externally Paced Media vs.

42. Context and Environment

43. Clutter