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Receiver
Receiver Channel
Channel Message
Message Source
Source
Comprehension
Comprehension Presentation
Presentation Yielding
Yielding Attention
Attention
Can
Can the
the receiver
receiver Which
Which media
media will
will What
What type
type of
of Who
Who will
will be
be
comprehend
comprehend the the increase
increase message
message will
will effective
effective in
in getting
getting
ad?
ad? presentation?
presentation? create
create favorable
favorable consumers
consumers
attitudes?
attitudes? attention?
attention?
6-5
Persuasion Matrix
6-12
Source Credibility
Ethical
Ethical
Knowledgeable
Knowledgeable Trustworthy
Trustworthy
Source
Source
Skillful
Skillful Experienced
Experienced
Credibility
Credibility
Believable
Believable Unbiased
Unbiased
Honest
Honest
6-13
Applying Expertise
Doctors
Dermatologist
Dentist
Applying Trustworthiness
Oprah Winfrey
Celebrities Sell OutBut Only in Japan
Using Corporate Leaders as Spokespeople
Limitations of Credible Sources
Similarity Familiarity
Familiarity Likeability
Likeability
Similarity
Knowledge
Knowledge of of the
the Affection
Affection for
for the
the
Resemblance
Resemblance source
source through
through source
source resulting
resulting
between
between thethe repeated
repeated or
or from
from physical
physical
source
source and
and prolonged
prolonged appearance,
appearance,
recipient
recipient ofof the
the exposure
exposure behavior,
behavior, or
or
message
message personal
personal traits
traits
Ex:
Ex: similar
similar goals,
goals,
interest,
interest, lifestyle
lifestyle
Ex:
Ex: average
average
people
people inin ad
ad than
than
model
model 6-21
Average face vs model
Advertising 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 bebe 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
6-23
Choosing a Celebrity Endorser
Match
Match with
with Trust
Trust
audience
audience
Match
Match with
with Risk
Risk
product
product
Factors
Image
Image Familiarity
Familiarity
Cost
Cost Likability
Likability
6-24
Understanding the Meaning of Celebrity Endorser
Divided by the
percent who have
heard of him/her
Lance Edward Armstrong 1(971) is an American
former professional road racing cyclist. Armstrong had
won the Tour de France a (then) record seven
consecutive times between 1999 and 2005 before
being disqualified from those races and banned from
competitive cycling for life for doping offenses by the
United States Anti-Doping Agency (USADA) in 2012.
Lance Armstrong He is the founder of the Livestrong Foundation,
originally called the Lance Armstrong Foundation,
which provides support for cancer patients.6-29
Marketing Evaluations regularly calculates Q
Scores in eight categories
TVQ rates broadcast television programs
Cable Q rates cable television programs
Performer Q rates living celebrities
Dead Q rates the current popularity of deceased
celebrities
Sports Q rates sports figures
Cartoon Q rates cartoon characters, video
games, toys and similar products
Brand Attachment Q rates brand and company
names
Kids Product Q rates children's responses to
brand and company names
Source Power
Perceived
Perceived Perceived
Perceived Perceived
Perceived
control
control concern
concern scrutiny
scrutiny
Compliance
Compliance
Factors
Message Structure
Order of Presentation
Conclusion Drawing
Message Sidedness:
one-sided message
two-sided message (Fair Lovely)
Refutation( ) (Dettol)
Verbal versus Visual Messages
Verbal versus Visual Messages
Appeal
Appeal to
to the
the logical,
logical, Appeal
Appeal to
to the
the feelings
feelings
rational
rational minds
minds of
of and
and emotions
emotions of
of
consumers
consumers consumers
consumers
Appeal
Appeal to
to both
both
6-37
Message Appeal Options
Comparative
Comparative Fear
Fear Humor
Humor
Ads
Ads Appeals
Appeals Appeals
Appeals
Especially
Especially May
May stress
stress Can
Can attract
attract and
and
useful
useful for
for new
new physical
physical danger
danger hold
hold attention
attention
brands
brands or
or threats
threats to
to
health Often
Often the
the best
best
Often health
Often used
used for
for remembered
remembered
brands
brands with
with May
May identify
identify
small Puts
Puts consumers
consumers
small market
market social
social threats
threats in
share in aa positive
positive
share Can
Can backfire
backfire ifif mood
mood
Used
Used often
often in
in level
level of
of threat
threat
political
political is
is too
too high
high
advertising
advertising
6-38
Humor Appeals
Pros Cons
Aids Does
Does not
not aid
aid persuasion
persuasion in
in
Aids attention
attention and
and
awareness general
general
awareness
May May
May harm
harm recall
recall and
and
May aid
aid retention
retention of
of the
the
message comprehension
comprehension
message
Creates May
May harm
harm complex
complex copy
copy
Creates aa positive
positive mood
mood
and registration
registration
and enhances
enhances persuasion
persuasion
May Does
Does not
not aid
aid source
source
May aid
aid name
name and
and simple
simple
copy credibility
credibility
copy registration
registration
May Not
Not effective
effective in
in bringing
bringing
May serve
serve as
as aa distracter,
distracter,
reducing about
about sales
sales
reducing counterarguing
counterarguing
May
May wear
wear out
out faster
faster than
than
non-humorous
non-humorous ads
ads
6-39
4)Channel
Factors
Personal vs. Non-personal Channels
Personal
Personal Non-personal
Non-personal
Selling
Selling Advertising
Advertising
Flexible
Flexible Geared
Geared toto
Powerful
Powerful large
large audience
audience
Real
Real time
time Static
Static
Amplify
Amplify
6-42
Differences in Information Processing
Self-Paced
Self-Paced Externally
Externally
Media
Media Paced
Paced Media
Media
Newspapers
Newspapers Radio
Radio
Magazines
Magazines vs. Television
Television
Direct
Direct Mail
Mail
Internet
Internet
6-43