2. To study the major variables in the communication
system and how they influence consumers processing of
promotional messages.
To examine the considerations involved in selecting a
source or communicator of a promotional message.
To examine different types of message structures and
appeals that can be used to develop a promotional
message.
To consider how the channel or medium used to deliver
a promotional message influences the communication
process.
3. This chapter focused on the controllable variables that are
part of the communication process—
o Source or communicator
o Message of the communication process
o Channel or medium used to deliver the message was
considered
Decisions regarding each of these variables should
consider their impact on the various steps of the response
hierarchy the message receiver passes through.
4. 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
5. Source Attribute Process
Credibility Internalization
Attractiveness Identification
Power Compliance
6. The three basic source attributes and processing modes associated with each
are as follows:
o 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
o 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.
o 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
7. Two important dimensions to
source credibility are expertise Knowledge
and trustworthiness.
Expertise is extremely important
and chosen spokespersons Source Skill
should be one who have
knowledge, skill, or experience
with a particular product or in a Expertise
service area.
Endorsements from individuals or
groups recognized as experts, Trustworthy
such as doctors or dentists gives
credibility to the message.
Target audience must find the
Informatio Unbiased
source believable. n
Trustworthiness relates to the
source’s objectivity, honesty, and Objective
believability.
8. Three important component of source attractiveness are:
Similarity – resemblance between the source and the
recipient of the message. 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.
9. 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.
10. This 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
11. 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.
13. Perceived control :The source must be perceived as being able
to administer positive or negative sanctions to the receiver.
Perceived concern: The receiver must think the source cares
about whether or not the receiver conforms
Perceived scrutiny: The receiver’s estimate of the source’s
ability to observe conformity is also important
14. 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.
The strongest arguments should be placed at the
beginning or end of the message, but not in the
middle.
15. There are two broad categories of message
appeals:
o Rational – focus on consumer’s practical,
functional, or utilitarian needs
o Emotional – focus on consumer’s social
and/or psychological needs or feelings
The most effective advertising combines the
practical reasons for purchasing a product with
emotional values.
16. Comparative Fear Humor
Ads Appeals Appeals
• May be especially • May stress • They can attract
useful for new physical danger or and hold attention
brands threats to health
• They are often the
• Often used for • May identify social best remembered
brands with small threats:
market share disapproval or • They put the
rejection consumer in a
• Frequently use in positive mood
political • May backfire if the
advertising level of threat is
too high
17. The 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.
18. The final controllable variable of the communications process is the
channel or medium used to deliver the message to the target audience.
Self-Paced Externally Paced
Media Media
• Newspapers • Radio
• Magazines • Television
• Direct Mail
• Internet
19. 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:
o 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.
o Externally-paced – the transmission rate is
controlled by the medium. Externally- paced media
include radio and television.
