Source, Message and

Channel Factors

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Persuasion Matrix

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Planning Elements

Promotional
Promotional Planning
Planning
1

Receiver/
Receiver/
Comprehension
Comprehension

Channel/
Channel/
presentation
presentation

Message/
Message/
yielding
yielding

Source/
Source/
attention
attention

Can
Can the
the
receiver
receiver
comprehend
comprehend
the
the ad?
ad?

Which
Which media
media
will
will increase
increase
presentation?
presentation?

What
What type
type of
of
message
message will
will
create
create
favorable
favorable
attitudes?
attitudes?

Who
Who will
will be
be
effective
effective in
in
getting
getting
consumers
consumers
attention?
attention?

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source Attributes and Receiver

Processing Modes

Source Attribute

Process

Power
Power

Compliance
Compliance

Attractiveness
Attractiveness

Identification
Identification

Credibility
Credibility

Internalization
Internalization

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Source Credibility
Knowledge
Knowledge

Source
Source

Skill
Skill
Expertise
Expertise
Trustworthy
Trustworthy

Information
Information

Unbiased
Unbiased
Objective
Objective

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Experts Lend Authority to an Appeal

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Endorsement by Both a Celebrity

and an Expert

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Dave Thomas was a very effective

spokesperson for Wendys

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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Business Owner May Be His Own Spokesperson

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Source Attractiveness

Similarity
Similarity

Familiarity
Familiarity

Likeability
Likeability

Resemblance
Resemblance
between
between the
the
source
source and
and
recipient
recipient of
of the
the
message
message

Knowledge
Knowledge of
of the
the
source
source through
through
repeated
repeated or
or
prolonged
prolonged
exposure
exposure

Affection
Affection for
for the
the
source
source resulting
resulting
from
from physical
physical
appearance,
appearance,
behavior,
behavior, or
or other
other
personal
personal traits
traits

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attractive Models Are Often Used

in Cosmetic Ads

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Popular Celebrities Help Attract Attention

to Commercials

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Risks of Using Celebrities

The
The celebrity
celebrity may
may overshadow
overshadow
the
the product
product being
being endorsed
endorsed

The
The celebrity
celebrity may
may be
be overexposed,
overexposed,
reducing
reducing his
his or
or her
her credibility
credibility

The
The target
target audience
audience may
may not
not be
be
receptive
receptive to
to celebrity
celebrity endorsers
endorsers

The
The celebritys
celebritys behavior
behavior may
may pose
pose
aa risk
risk to
to the
the company
company
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Some Advertisers Push the Envelope

With Their Choice of Celebrities

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Modes of Celebrity Presentation

Endorsements
Endorsements

Identification
Identification

Testimonials
Testimonials

Celebrity
Celebrity
Representatives
Representatives

Placements
Placements

Dramatizations
Dramatizations

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Meaning Movement and the Endorsement Process

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Energy and Power - In the

Athlete and in the Product

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Brand Name, Celebrity, and Location Are

All Closely Linked in Meaning and Mood

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Recall

Recall and Presentation Order

Beginning

Middle

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End

Message Appeal Choices

Appeal
Appeal mostly
mostly to
to the
the
logical,
logical, rational
rational minds
minds
of
of consumers
consumers

Appeal
Appeal mostly
mostly to
to the
the
feelings
feelings and
and emotions
emotions
of
of consumers
consumers

Appeal
Appeal to
to both
both the
the logical,
logical, rational
rational
minds
minds of
of consumers
consumers and
and to
to their
their
feelings
feelings and
and emotions
emotions

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Message Appeal Options

Comparative
Comparative
Ads
Ads

May
May be
be especially
especially
useful
useful for
for new
new
brands
brands

Often
Often used
used for
for

brands
brands with
with small
small
market
market share
share

Frequently
Frequently use
use in
in
political
political
advertising
advertising

Fear
Fear
Appeals
Appeals

May
May stress
stress

physical
physical danger
danger or
or
threats
threats to
to health
health

May
May identify
identify social
social
threats:
threats:
disapproval
disapproval or
or
rejection
rejection

May
May backfire
backfire ifif the
the
level
level of
of threat
threat isis
too
too high
high

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Humor
Humor
Appeals
Appeals

They
They can
can attract
attract

and
and hold
hold attention
attention

They
They are
are often
often the
the
best
best remembered
remembered

They
They put
put the
the

consumer
consumer in
in aa
positive
positive mood
mood

A Very Direct, Side-By-Side Comparative Ad

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Fear Appeals and Message Acceptance

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Threat Plus Solution Gently Persuades

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Pros and Cons of Using Humor

Pros

Cons

Aids
Aids Attention
Attention and
and
Awareness
Awareness

Does
Does Not
Not Aid
Aid Persuasion
Persuasion in
in
General
General

May
May Aid
Aid Retention
Retention of
of the
the
Message
Message

May
May Harm
Harm Recall
Recall and
and
Comprehension
Comprehension

Creates
Creates aa Positive
Positive Mood
Mood
and
and Enhances
Enhances Persuasion
Persuasion

May
May Harm
Harm Complex
Complex Copy
Copy
Registration
Registration

May
May Aid
Aid Name
Name and
and Simple
Simple
Copy
Copy Registration
Registration

Does
Does Not
Not Aid
Aid Source
Source
Credibility
Credibility

May
May Serve
Serve As
As aa Distracter,
Distracter,
Reducing
Reducing Counterarguing
Counterarguing

Is
Is Not
Not Effective
Effective in
in Bringing
Bringing
About
About Sales
Sales
May
May Wear
Wear Out
Out Faster
Faster Than
Than
Non-humorous
Non-humorous Ads
Ads

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Clever Execution of Humor in a Print Ad

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The Brand Name, Itself, Becomes

Part of the Humor

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Creative Directors Opinions

Regarding Use of Humor
Favorable

Unfavorable

Creative personnel

Research directors

Radio and television

Direct mail,
newspapers

Consumer nondurables

Corporate advertising

Business services

Industrial products

Products related to

Goods and services

of a sensitive nature

the humorous play

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Creative Directors Opinions

Regarding Use of Humor
Audiences
Favorable

Audiences
Unfavorable

Younger

Older

Well educated

Less educated

Up-scale

Down-scale

Males

Females

Professional

Semi- or Unskilled
2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Self versus External Paced Media

Self-Paced
Self-Paced
Media
Media

Externally
Externally Paced
Paced
Media
Media

Newspapers
Newspapers

Radio
Radio

Magazines
Magazines

Television
Television

Direct
Direct Mail
Mail

Vs.
Vs.

Internet
Internet

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Image of a Magazine Can Enhance an Ad

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