Appreciate the efforts advertisers undertake to enhance the consumer’s motivation, opportunity, and ability to process ad messages.. Discuss the role of Q Scores in selecting celebrity e
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All rights reserved.
© 2010 South-Western, a part of Cengage Learning
PowerPoint Presentation by Charlie Cook The University of West Alabama
Eighth Edition
Message Appeals and Endorsers
Message Appeals and Endorsers
CHAPTER 9
CHAPTER 9
Trang 21 Appreciate the efforts advertisers undertake to
enhance the consumer’s motivation, opportunity, and ability to process ad messages
2 Describe the role of endorsers in advertising
3 Explain the requirements for an effective endorser
4 Appreciate the factors that enter into the
endorser-selection decision
5 Discuss the role of Q Scores in selecting celebrity
endorsers
6 Describe the role of humor in advertising
1 Appreciate the efforts advertisers undertake to
enhance the consumer’s motivation, opportunity, and ability to process ad messages
2 Describe the role of endorsers in advertising
3 Explain the requirements for an effective endorser
4 Appreciate the factors that enter into the
endorser-selection decision
5 Discuss the role of Q Scores in selecting celebrity
endorsers
6 Describe the role of humor in advertising
After reading this chapter you should be able to:
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning All rights reserved 9–2
Trang 37 Explain the logic underlying the use of appeals to fear
in advertising
8 Understand the nature of appeals to guilt in advertising
9 Discuss the role of sex appeals, including the downside
of such usage
10 Explain the meaning of subliminal messages and
symbolic embeds
11 Appreciate the role of music in advertising
12 Understand the function of comparative advertising and
the considerations that influence the use of this form of advertising
7 Explain the logic underlying the use of appeals to fear
in advertising
8 Understand the nature of appeals to guilt in advertising
9 Discuss the role of sex appeals, including the downside
of such usage
10 Explain the meaning of subliminal messages and
symbolic embeds
11 Appreciate the role of music in advertising
12 Understand the function of comparative advertising and
the considerations that influence the use of this form of advertising
After reading this chapter you should be able to:
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning All rights reserved 9–3
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Creation of Advertising Messages
• Why advertising approaches are not effective
across all products, services, and situations:
Buyer behavior is complex, dynamic, and variable
across situations
Advertisements are themselves highly varied entities
Advertising products differ greatly in terms of
technological sophistication and ability to involve
consumers
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Enhancing Consumers’
Motivation, Opportunity, and Ability (MOA)
to Process Advertisements
Consumer Characteristics (MOA Factors)
Brand Strength
Choice of Influence Strategy
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Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Brand Information (cont’d)
Figure 9.1
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Occurs when attention is captured by the use of
attention-gaining techniques rather than by the
consumer’s inherent interest in the topic at hand
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Attracting Voluntary Attention
Appeals to Informational and Hedonic Needs
Use of Intense or Prominent Cues Use of Novel Stimuli
Use of Motion
How Marcom Messages
Attract Attention
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An Appeal to
Informational
Needs
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Using Novelty to
Attract Attention
Figure 9.3
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Using Intensity to
Attract Attention
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Using Prominence
to Attract Attention
Figure 9.5
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Using Motion to
Attract Attention
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Motivation to Process Messages
• Enhance Consumer Processing Motivation By:
Increasing the relevance of brand to consumers
Increasing consumer curiosity about brand
• Relevance Methods
Appealing to consumers’ fears
Making dramatic presentations
Posing rhetorical questions
• Curiosity Methods
Using humor
Presenting little information
Creating suspense or surprise
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Using Suspense
to Enhance
Processing
Motivation
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Opportunity to Encode Information
• The Communicator’s Goal
To provide consumers with opportunities to encode information
• Promoting Proper Encoding By:
Facilitating the repetition of brand information
Reducing consumer processing time through the use
of pictures and distinct imagery to convey a message
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Using a Gestalt to
Reduce
Processing Time
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Ability to Encode Information
• The Communicator’s Goal
To increase consumers ability to encode information
• Promoting Encoding Ability By:
Using verbal framing to provide context for
consumers in accessing brand-based knowledge
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Consumer Learning and
Retrieval of Brand Information
• Concretizing
Is the idea that it is easier for people
to remember and retrieve tangible
rather than abstract information
Exemplar-based learning is
accomplished by using
concrete words and
examples
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Exemplar-Based
Learning with
Concretization
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The Role of Celebrity Endorsers
Consumer’s acceptance of the endorser’s position on an
issue as his or her own
Attractiveness (identification)
Identifying with the endorser and adopting of the endorser’s attitudes, behaviors, interests, or preferences
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The Five Components in the TEARS Model
of Endorser Attributes
Table 9.2
T = Trustworthiness The property of being perceived as honest, believable,
dependable—as someone who can be trusted but not an expert.
E = Expertise The characteristic of having specific skills, knowledge, or
abilities with respect to the endorsed brand.
A = Physical attractiveness The trait of being regarded as pleasant to look at in
terms of a particular group’s concept of attractiveness.
R = Respect The quality of being admired or even esteemed due to
one’s personal qualities and accomplishments.
S = Similarity
(to the target audience)
The extent to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship (age, gender, ethnicity, etc.).
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The “No Tears” Approach
• Factors in Selecting Celebrity Endorsers:
1. Celebrity and Audience Matchup
2. Celebrity and Brand Matchup
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Endorser Selection Considerations:
The Role of Q Scores
• Performer Q (Quotient) Scores
Based on representative panel responses to
questionnaire:
Have you heard of this person? (a measure of familiarity)
If so, do you rate him or her poor, fair, good, very good, or one of your favorites? (a measure of popularity)
Calculation of Q Score:
Percentage of panel rating performer as favorite
Percentage of panel familiar with performer
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already viewed positively
audiences, and in different cultures
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The Use of Humor in
Magazine Advertising
Figure 9.11
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Social Disapproval
(Not using the
advertised brand)
Physical Danger (Engaging in unsafe behavior)
Consumers’ Motivation
to Avoid Negative Consequences
Appropriate Intensity
of Threat Level
Scarcity:
Psychological Reluctance (Fear of losing out)
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Appeals to Consumer Guilt
• Guilt:
Breaking rules
Violating standards or beliefs
• Appeal:
Feelings of guilt can be relieved by product
• Ineffective Guilt Ads
If guilt appeal lacks credibility
If ad is perceived as manipulative
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• What Role Does Sex Play in Advertising?
Initial attentional lure—the stopping power role of sex
Enhance recall of message points
Evoke emotional responses such as feelings of
arousal or lust
appropriately relevant to the subject matter.
• Potential Downside of Sex Appeals
Interference with processing of message arguments and reduction in message comprehension
Demeaning to females and males
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An Appropriate
Use of Sex in
Advertising
Figure 9.12
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• Subliminal Defined
The presentation of stimuli at a speed or visual level that is below the conscious threshold of awareness
• Forms of Subliminal Stimulation
Visual stimulation using a tachistoscope
Accelerated speech in auditory messages
Embedding of hidden symbols
• Does Subliminal Advertising Work?
A variety of practical problems prevent embedding
from being effective in a realistic marketing context
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The Functions of Music in Advertising
Attracting
Attention
Promoting a Positive Mood
Increasing Receptivity
of Message
Communicating Meanings
Communication Functions of Music
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• Comparative Advertising
Is the practice in which advertisers directly or
indirectly compare their products against competitive offerings and claim superiority
Varies in the direct explicitness of comparisons
Is illegal in some countries
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Illustration of a
Direct Comparison
Advertisement
Figure 9.13
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Illustration of an
Indirect Comparison
Advertisement
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Is Comparative Advertising More Effective?
Effectiveness of Comparative Advertising
Less believable
than noncomparative
advertising
Enhances brand name recall
Better recall of message arguments
Creates stronger purchase intentions
Generates more purchases Creates more favorable
attitudes for brand
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of Comparative Advertising
Situational Factors
The Credibility
Issue
Distinctive Advantages
Assessing Effectiveness
Issues in Deciding
to Use Comparative
Advertising