Belch Chapter 6: Source, Message & Channel Factors

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

2. The Persuasion Matrix © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

3. Promotional Planning Elements Receiver/ comprehension Channel/ presentation Message/ yielding © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotional Planning Who will be effective in getting consumers’ attention? Source/ attention 4 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

4. Source Attributes and Receiver Processing Modes Credibility Attractiveness Power © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Attribute Process Internalization Identification Compliance Credibility Internalization Attractiveness Identification

5. Source Credibility Unbiased Trustworthy Expertise Skill Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Information Skill Knowledge Expertise Unbiased Trustworthy Objective

6. Experts Lend Authority to an Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

7. Endorsement by Both a Celebrity and an Expert © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Source Attractiveness © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Similarity Familiarity 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 other personal traits Likeability

9. Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

10. Risks of Using Celebrities The celebrity may overshadow the product being endorsed The celebrity may overshadow the product being endorsed © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The celebrity’s behavior may pose a risk to the company The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility

11. Meaning Movement and the Endorsement Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

12. Energy and Power - In the Athlete and in the Product © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

13. Yao Ming is a Popular Endorser in China © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

14. Modes of Celebrity Presentation Representatives Dramatizations Placements Testimonials Endorsements © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Celebrity Endorsements Dramatizations Testimonials Placements Identification Representatives

15. Undermining the Traditional Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

16. Source Power Perceived control Perceived concern © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Power Perceived control Perceived concern Perceived scrutiny

17. Recall and Presentation Order © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Recall Beginning Middle End

18. Buckley’s Uses a Two-sided Message To Advertise Its Cough Syrup © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

19. Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

20. Message Appeal Choices Appeal mostly to the logical, rational minds of consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Appeal mostly to the feelings and emotions of consumers Appeal to both the logical, rational minds of consumers and to their feelings and emotions

22. Miller Lite Used Comparative Advertising To Take on Bud Light © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

23. Fear Appeals and Message Acceptance © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Threat Plus Solution Gently Persuades © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

25. Pros and Cons of Using Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Does not aid persuasion in general Aids attention and awareness Pros 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 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 Does not aid persuasion in general Aids attention and awareness May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales 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

26. Clever Execution of Humor in a Print Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

29. Test Your Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 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

31. The Image of a Magazine Can Enhance an Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin