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

2. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Persuasion Matrix
Relation to text This slide relates to material on pp and Figure 6-1 of the text.
Summary Overview This slide presents the persuasion matrix which helps marketers see how each controllable element of the communication process interacts with the consumer’s response process. The matrix has two sets of variables. Independent variables are the controllable components of the communication process while dependent variables are the steps a receiver goes through in being persuaded. The numbers in the cells represent decisions that can be evaluated using the persuasion matrix that are discussed in the next slide.
Use of this slide This slide can be used to introduce the persuasion matrix and explain how it is helpful to promotional planners in developing effective advertising and promotional campaigns. Promotional planners must consider how decisions about each communication component influences the various stages of the response process.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. Promotional Planning Elements
Receiver/
comprehension
Can the receiver comprehend the ad? 1
Which media will increase presentation?
Channel/
presentation 2
What type of message will create favorable attitudes?
Message/
yielding 3
Who will be effective in getting consumers’ attention?
Source/
attention 4
Receiver/
comprehension
Channel/
presentation
Message/
yielding
Relation to text This slide relates to material on pp and Figure 6-1 of the text.
Summary Overview This slide presents specific decisions that correspond to the numbers in the cells of the persuasion matrix that were presented in the previous slide. These include:
Receiver/comprehension – can the receiver comprehend the ad? Consideration must be given to whether the target audience can understand and comprehend a message.
Channel/presentation – which media will increase presentation? How effective is a particular media vehicle in reaching the target audience?
Message/yielding – what type of message will create favorable attitudes or feelings? Marketers try to create messages that will lead to positive feelings toward the product.
Source/attention – who will be effective in getting consumers’ attention? Marketers select sources that will be effective in gaining the attention of the target audience such as celebrities, athletes, or attractive models.
Use of this slide The persuasion matrix helps marketers see how each controllable element of the communication process interacts with the stages of the consumer’s response process. This slide can be used to show examples regarding various independent and dependent variables of the persuasion matrix and how they interact.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

4. Source Attributes and Receiver Processing Modes
Credibility
Credibility
Internalization
Internalization
Relation to text This slide relates to material on pp and Figure 6-2 of the text.
Summary Overview This slide shows the various categories of source attributes and receiver processing modes associated with each one. The three basic source attributes and processing modes associated with each are as follows:
Credibility – the extent to which the recipient sees the source as having relevant knowledge skill or experience and trusts the source to give unbiased, objective information.
Internalization – the process by which a receiver adopts the position advocated by the source because it is perceived as accurate and makes it part of his or her belief system
Attractiveness – refers to the similarity, familiarity, and/or likeability of the source
Identification – the process by which an individual is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, or behaviors.
Power – refers to the ability (real or perceived) of the source to administer rewards or punishment to the receiver
Compliance – the process by which the receiver accepts the position advocated by the source to receive rewards or avoid punishment.
Use of this slide This slide can be used to introduce the major categories of source attributes and the mode through which each can lead to persuasion.
Attractiveness
Identification
Attractiveness
Identification
Power
Compliance
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Source Credibility
Knowledge
Knowledge
Source
Skill
Skill
Expertise
Expertise
Relation to text This slide relates to material on pp of the text.
Summary Overview There are two important dimensions to source credibility, expertise and trustworthiness. Marketers recognize that expertise is extremely important and choose spokespersons who have knowledge, skill, or experience with a particular product or in a service area. Endorsements from individuals or groups recognized as experts, such as doctors or dentists are common in advertising. While expertise is important, the target audience must find the source believable. Trustworthiness relates to the source’s objectivity, honesty, and believability.
Use of this slide This slide can be used to show the basic dimensions of source credibility, expertise and trustworthiness. Research has shown that expert and/or trustworthy sources are more persuasive than sources that have less expertise or trustworthiness. As such, marketers try to select individuals whose credibility traits will maximize their influence.
Trustworthy
Trustworthy
Information
Unbiased
Unbiased
Objective
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

6. Source Attractiveness
Resemblance between the source and recipient of the message
Similarity
Similarity
Familiarity
Knowledge of the source through repeated or prolonged exposure
Familiarity
Affection for the source resulting from physical appearance, behavior, or other personal traits
Likeability
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the various components of source attractiveness which include similarity, familiarity, and likeability. A summary of each characteristic follows:
Similarity – resemblance between the source and the recipient of the message. Marketers recognize that people are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity (e.g. similar needs, goals, interests, lifestyles).
Familiarity – knowledge of the source through exposure. Familiarity is enhanced through repeated or prolonged exposure.
Likeability – affection for the source as a result of physical appearance, behavior, or other personal traits. Consumers can admire physical appearance, talent, and/or personality even if the source is not well known or a celebrity.
Use of this Slide This slide can be used to explain the three basic characteristics of source attractiveness. Marketers recognize that receivers of persuasive communications are more likely to attend to and identify with people they find likable or similar to themselves. Marketers often choose individuals who are admired such as TV and movie stars, athletes, and other popular individuals to deliver their messages.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Answer: D
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Risks of Using Celebrities
The celebrity may overshadow the product being endorsed
The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The celebrity may be overexposed, reducing his or her credibility
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the risks associated with using a celebrity as an advertising spokesperson. Although celebrities can be effective in gaining attention and influencing consumers, there are some factors that must be considered before deciding to use them. These are:
Overshadowing the product – advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, but not overshadow the brand.
Overexposure – consumers can become skeptical when a celebrity endorses too many products or companies and becomes overexposed.
Target audiences’ receptivity – it is important for marketers to select a celebrity endorser who matches and is well received by the advertiser’s target audience.
Risk to the advertiser – the advertiser needs to select an endorser who will not embarrass the company. Researching the celebrity’s personal life and background to reduce this risk is becoming common.
Use of this slide This slide can be used to demonstrate the risks to the advertiser when selecting a celebrity spokesperson. It is important for advertisers to consider these factors in their decisions as they spend huge sums of money for celebrities to appear in their ads and endorse their companies and brands.
The target audience may not be receptive to celebrity endorsers
The target audience may not be receptive to celebrity endorsers
The celebrity’s behavior may pose a risk to the company
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

9. Meaning Movement and the Endorsement Process
Relation to text This slide relates to material on pp and Figure 6-4 of the text.
Summary Overview The meaning movement and endorsement model illustrates why celebrity endorsements are effective. It is based on the premise that credibility and attractiveness do not sufficiently explain how and why celebrity endorsements work. According to the model, a celebrity’s effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process. There are three stages of meaning movement:
Stage 1 – celebrities draw these meanings from the roles they assume in their television, movie, military, athletic, and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts.
Stage 2 – celebrities bring their meanings and image into the ad and transfer them to the product they are endorsing.
Stage 3 – the meanings the celebrity has given to the product are transferred to the consumer.
Use of this slide The slide can be used to discuss the meaning transfer model of celebrity endorsement developed by Grant McCracken. It is useful to marketers in selecting the celebrity that best matches the meaning or image the company wants to create and/or convey. The image a celebrity projects to the consumer can be just as important as their ability to attract attention. While some advertising and marketing executives rely on their own intuition and gut feeling, many turn to research that measures a celebrity’s familiarity and appeal among their target audience as well as other factors.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

10. Modes of Celebrity Presentation
Endorsements
Endorsements
Identification
Testimonials
Testimonials
Celebrity
Relation to text This slide relates to material on pp regarding the use of celebrities in advertising.
Summary Overview This slide summarizes the various ways celebrities can be used in advertising and other types of promotional messages. Endorsements are discussed at length in this chapter, but there are other ways celebrities can be used including through testimonials, placements, dramatizations, as company representatives, and as someone with whom consumers can simply identify.
Use of this slide This slide can be used to discuss the various ways celebrities can be used in advertising and other forms of integrated marketing communications.
Representatives
Representatives
Placements
Placements
Dramatizations
Dramatizations
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Source Power
Perceived control
Perceived control
Source Power
Relation to text This slide relates to material on p. 178 of the text.
Summary Overview This slide shows that source power depends on several factors. The source must be perceived as being able to administer positive or negative sanctions to the receiver (perceived control) and the receiver must think the source cares about whether or not the receiver conforms (perceived concern). The receiver’s estimate of the source’s ability to observe conformity is also important (perceived scrutiny).
Use of this slide This slide can be used to discuss the use of source power and its possible applications, such as in personal selling.
Perceived concern
Perceived concern
Perceived scrutiny
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Recall and Presentation Order
Relation to text This slide relates to material on pp and Figure 6-5 of the text.
Summary Overview Message structure is very important to overall communication effectiveness. A basic consideration in the design of a persuasive message is the order of presentation of message arguments. Research on learning and memory generally indicate that items presented first and last are remembered better than those presented in the middle. This chart shows that the strongest arguments should be placed at the beginning or end of the message, but not in the middle.
Use of this slide This slide can be used to explain message recall as a function of order of presentation. Presenting the strongest arguments at the beginning of the message assumes a primacy effect is operating whereby information presented first is most effective. Putting the strong points at the end assumes a recency effect, whereby the last arguments are most persuasive.
Beginning
Middle
End
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
The campaign centered around the theme, “Pork, the Other White Meat” is designed to show consumers that pork is not all fat as some people think. These ads trying to convince consumers pork is as lean as chicken use:
A) conclusion drawing
B) a fear appeal
C) a refutational appeal
D) a humorous appeal
E) an affective conclusion
Answer: C
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Message Appeal Choices
Appeal mostly to the logical, rational minds of consumers
Appeal mostly to the feelings and emotions of consumers
Relation to text This slide relates to material on pp of the text.
Summary Overview One of the advertiser’s most important creative strategy decisions involves the choice of an appropriate appeal. There are two broad categories of message appeals:
Rational – focus on consumer’s practical, functional, or utilitarian needs
Emotional – focus on consumer’s social and/or psychological needs or feelings
Many believe that the most effective advertising combines the practical reasons for purchasing a product with emotional values.
Use of this slide This slide can be used to introduce the broad categories of message appeals, emotional and rational appeals. Subsequent slides will discuss the message appeal options of comparative advertising, fear, and humor appeals.
Appeal to both the logical, rational minds of consumers and to their feelings and emotions
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15. Message Appeal Options
Comparative
Ads
Comparative
Ads
Fear
Appeals
Fear
Appeals
Humor
Appeals
May be especially useful for new brands
Often used for brands with small market share
Frequently use in political advertising
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
They can attract and hold attention
They are often the best remembered
They put the consumer in a positive mood
Relation to text This slide relates to material on pp of the text.
Summary Overview The slide shows various advertising message appeal options that can be used in an advertising message. These include:
Comparative Ads – directly or indirectly naming competitors in an ad and comparing one or more specific attributes. Characteristics of comparative advertising include:
FTC advocated this type of advertising in 1972 to give consumers a more rational basis for making purchase decisions.
Useful for new brands to get in the evoked set of the consumer
Often used for brands with small market share
Used frequently for political advertising
Fear appeals – evokes an emotional response of danger and arouses individuals to take steps to remove the threat. Characteristics of fear appeals include:
May stress physical danger (drugs) or social rejection (mouthwash)
Have both facilitating and inhibiting effects
Humor appeals – evoke an emotional response by making people laugh or feel good about a company or brand. Characteristics of humorous appeals include:
An effective way to attract and hold attention
Put consumer in positive mood
Can wear out once the receiver get the joke or punch line
Use of this slide This slide can be used to discuss the advertising message appeal options. One of the advertiser’s most important creative strategy decisions involves the choice of an appropriate appeal. Many factors can influence the message appeal decision such as the type of product, image of company, message to be delivered, and target audience.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Fear Appeals and Message Acceptance
Relation to text This slide relates to material on pp and Figure 6-6 of the text.
Summary Overview This slide shows a chart depicting the relationship between fear levels and message acceptance. This chart suggests the relationship between the level of fear in a message and acceptance or persuasion is curvilinear. This means that message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.
Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion.
High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
Use of this slide This slide can be used to explain how fear operates and how the target audience might respond to the level of fear used in an appeal. Before deciding to use a fear appeal-based message strategy, the advertiser should consider how fear operates, what level to use, and how different target audiences may respond.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17. Pros and Cons of Using Humor
Aids attention and awareness
Aids attention and awareness
Does not aid persuasion in general
Does not aid persuasion in general
May aid retention of the message
May aid retention of the message
May harm recall and comprehension
May harm recall and comprehension
Creates a positive mood and enhances persuasion
Creates a positive mood and enhances persuasion
Relation to text This slide relates to material on pp and Figure 6-7 of the text.
Summary Overview This slide summarizes findings from a study conducted of top advertising agency research and creative directors regarding the pros and cons of using humor.
Positive aspects of humor include the following:
May aid attention and awareness
May aid retention of the message
May create a positive mood and enhance persuasion
May aid name and simple copy point registration
May serve as a distracter and reduce counterarguing
Problems associated with humor include the following:
May not aid persuasion in general
May harm recall and comprehension
May harm complex copy registration
May not aid source credibility
May not be effective in producing sales
May wear out faster than non-humorous ads
Use of this slide This slide can be used to discuss the pros and cons of using humor appeals. Although, humorous ads are some of the best known and most memorable of all advertising messages, not every product or every marketing situation lends itself to humor. Advertisers should consider these pros/cons in their decisions regarding the use of humor to attract attention and gain awareness for their products.
May harm complex copy registration
May harm complex copy registration
May aid name and simple copy registration
May aid name and simple copy registration
Does not aid source credibility
Does not aid source credibility
May serve as a distracter, reducing counterarguing
May serve as a distracter, reducing counterarguing
Is not effective in bringing about sales
Is not effective in bringing about sales
May wear out faster than non-humorous ads
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Creative Directors Opinions Regarding Use of Humor
Favorable
Unfavorable
Creative personnel
Research directors
Radio and television
Less suited for direct mail and newspapers
Relation to text This slide relates to material on pp and Figure 6-7 of the text.
Summary Overview This slide summarizes findings from a study conducted of top advertising agency research and creative directors regarding the use of humor. The slide shows that humor is favored by creative directors; perceived as working best on radio and TV, for consumer nondurables, business services and product related to the humorous play.
Research directors are less favorable regarding the use of humor and it is seen as less valuable for direct mail and newspapers, corporate advertising, industrial products, and products and services that are sensitive in nature.
Use of this slide This slide can be used to discuss the pros and cons of using humor appeals. Although, humorous ads are some of the best known and most memorable of all advertising messages, not every product or every marketing situation lends itself to humor. Reasons for different perspectives regarding the value of humor might be discussed.
Consumer non- durables
Corporate advertising
Business services
Industrial products
Products related to the humorous play
Goods and services of a sensitive nature
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Creative Directors Opinions Regarding Use of Humor
Audiences Favorable
Audiences Unfavorable
Younger
Older
Relation to text This slide relates to material on pp and Figure 6-7 of the text.
Summary Overview This slide summarizes the favorable and unfavorable target audiences for the use of humor appeals. Favorable audiences for using humor are younger, more educated, up-scale, and professional. Humor also works better with males than females. Unfavorable audiences are generally less educated, older, lower scaled, and semi or unskilled occupations.
Use of this slide This slide can be used to discuss the findings of a study conducted of the top advertising agencies executives relative to the favorable and unfavorable target audiences for the use of humor appeals. The types of audiences best/least suited to humor appeals are listed on the slide.
Well educated
Less educated
Up-scale
Down-scale
Males
Females
Professional
Semi- or Unskilled
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

20. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Answer: B
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21. Self versus External Paced Media
Self-Paced
Media
Self-Paced
Media
Externally Paced
Media
Newspapers
Magazines
Direct Mail
Internet
Radio
Television
Relation to text This slide relates to material on pp of the text.
Summary Overview The final controllable variable of the communications process is the channel or medium used to deliver the message to the target audience. There are basic differences in the manner and rate at which information from various forms of media is transmitted and can be processed. The two broad classifications of media are:
Self-paced – readers/viewers process the ad at their own rate. Self-paced media include print media such as newspapers, magazines, and direct mail as well as the Internet.
Externally-paced – the transmission rate is controlled by the medium. Externally- paced media include radio and television.
Use of this slide This slide can be used to explain the concept of self-paced versus externally-paced media. Some implications for advertisers are that self-paced media make it easier for the message recipient to process long, complex messages. Advertisers can use print media or the Internet to present a detailed message with a lot of information.
Externally-paced media are more effective for shorter message and are good for getting attention and then directing consumers to specific print media or the Internet where more detailed information can be presented.
vs.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin