Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch

Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: 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,...

Chapter 6 Source,  Message, 

and Channel  Factors

Figure 6.1 ­ The Persuasion Matrix

Receiver/

comprehension

Can the receiver

comprehend the

ad?

Channel/

presentation

Which media will increase presentation?

Message/

yielding

What type of message will create favorable attitudes or feelings?

Source/

attention

Who will be effective in getting consumers’ attention?

 Person involved in communicating a marketing 

message

 Direct source ­ Delivers a message and/or endorses 

a product or service

 Indirect source ­ Draws attention to and enhances 

the appearance of an ad

Processing Modes

Skill Knowledge

Expertise

Unbiased Trustworthy

Objective Unbiased Trustworthy Expertise

Skill Knowledge

Source Credibility

Source

Information

Resemblance 

between the 

source and 

recipient of the 

message

Resemblance 

between the 

source and 

recipient of the 

message

Similarity

Knowledge of the  source through  repeated or  prolonged  exposure

Knowledge of the  source through  repeated or  prolonged  exposure

Familiarity

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

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

Likeability Similarity Familiarity

Risk

Familiarity Likability

Choosing a Celebrity Endorser

Factors

Match w/audience

Match w/product

Image

Cost/ROI

a risk to the company

The celebrity’s behavior may pose 

a risk to the company

The target audience may not be  receptive to celebrity endorsers

The target audience may not be  receptive to celebrity endorsers

The celebrity may be overexposed,  reducing his or her credibility

The celebrity may be overexposed,  reducing his or her credibility

The celebrity may overshadow  the product being endorsed

The celebrity may overshadow  the product being endorsed

The target audience may not be  receptive to celebrity endorsers

The target audience may not be  receptive to celebrity endorsers

The celebrity may be overexposed,  reducing his or her credibility

The celebrity may be overexposed,  reducing his or her credibility

The celebrity may overshadow  the product being endorsed

The celebrity may overshadow  the product being endorsed

Risks of Using Celebrities

the Endorsement Process

Perceived concern

Perceived scrutiny

Perceived control

Perceived concern

Source Power

Source Power

• Order of presentation

• Conclusion drawing

• Message sidedness

• Refutation

• Verbal versus visual messages

Message

structure

• Comparative advertising

• Fear appeals

• Humor appeals

Message

appeals

Recall and Presentation Order

Fear Appeals Fear

Appeals

Comparative

Ads

Comparative

Ads Appeals Appeals Fear Fear

Comparative

Ads

Comparative

Ads

Message Appeal Options

Humor Appeals Humor

Appeals

• May stress  physical danger or  threats to health

• May identify social  threats: 

disapproval or  rejection

• May backfire if the  level of threat is  too high

• May stress  physical danger or  threats to health

• May identify social  threats: 

disapproval or  rejection

• May backfire if the  level of threat is  too high

• May be especially 

useful for new 

brands

• Often used for 

brands with small 

market share

• Frequently use in 

political 

advertising

• May be especially 

useful for new 

brands

• Often used for 

brands with small 

market share

• Frequently use in 

political 

advertising

• They can attract  and hold attention

• They are often the  best remembered

• They put the  consumer in a  positive mood

• They can attract  and hold attention

• They are often the  best remembered

• They put the  consumer in a  positive mood

Levels and Message Acceptance

Disadvantages Advantages

• Aid with awareness and

attention

• Aid name and simple

copy registration

• Aid retention

• Aid persuasion to switch

brands

• Create a positive mood

that enhances

persuasion

Disadvantages

• Harm recall and comprehension

• Harm complex copy registration

• Do not aid persuasion in general

• Do not aid source credibility

• Not very effective in bringing about sales

 Personal versus nonpersonal channels ­ Information  received from personal channels is more persuasive  than that received from the mass media

 Effects of alternative mass media

 Differences in information processing

 Self­paced ­ Readers process the ad at their own rate and  study it as long as they desire

 Externally paced ­ Transmission rate is controlled by the  medium

Self­Paced Media

Self­Paced Media

Self­Paced Media

Self­Paced Media

Self versus External Paced Media 

• Newspapers

• Magazines

• Direct Mail

• Internet

• Newspapers

• Magazines

• Direct Mail

• Internet

• Radio

• Television

• Radio

• Television

Externally Paced

Media

Externally Paced

Media

vs.