6

Source, Message, and

Channel Factors

McGraw-Hill/Irwin

Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Nike and Tiger Woods

1996 Lucrative endorsement deal even
though Nike didnt make golf
clubs/equipment
1998 Nike Golf Formed Nike ball
developed
2000 sign Tiger to $105 million deal
2002 developed clubs
Golf has exploded as a sport
Tiger endorses other things

The Persuasion Matrix

Promotional Planning Elements

Promotional
Promotional Planning
Planning

Receiver
Receiver
Comprehension
Comprehension

Channel
Channel
Presentation
Presentation

Message
Message
Yielding
Yielding

Source
Source
Attention
Attention

Can
Can the
the
receiver
receiver
comprehend
comprehend
the
the ad?
ad?

Which
Which media
media
will
will increase
increase
presentation?
presentation?

What
What type
type of
of
message
message will
will
create
create
favorable
favorable
attitudes?
attitudes?

Who
Who will
will be
be
effective
effective in
in
getting
getting
consumers
consumers
attention?
attention?

A Direct Source

Source Attributes Receiver Processing Modes

Source Credibility

Ethical
Ethical
Knowledgeable
Knowledgeable

Skillful
Skillful

Trustworthy
Trustworthy

Source
Source

Believable
Believable

Experienced
Experienced

Unbiased
Unbiased
Honest
Honest

Experts Lend Authority to an Appeal

Corporate Leaders as Spokespeople

*Click outside of the video screen to advance to the next slide

Limitations of Credible Sources

High- and low-credibility sources

Equally effective when arguing for a
position opposing their own best interest

Sleeper effect
Persuasiveness increases over time

Source Attractiveness

Similarity
Similarity

Familiarity
Familiarity

Likeability
Likeability

Resemblance
Resemblance
between
between the
the
source
source and
and
recipient
recipient of
of the
the
message
message

Knowledge
Knowledge of
of the
the
source
source through
through
repeated
repeated or
or
prolonged
prolonged
exposure
exposure

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

Top Celebrity Endorsers

Top

Male Endorsers
Tiger Woods
Michael Jordan
David Beckham
Lance Armstrong

Top

Female Endorsers
Maria Sharapova
Jennifer Lopez
Jessica Simpson
Venus/Serena Williams
Annika Sorenstram

Test Your Knowledge

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

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 be
be 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

Endorser Traits

Meaning Movement & the Endorsement Process

Energy & Power The Athlete and the Product

Yao Ming is a Popular Endorser in China

Choosing a Celebrity Endorser

Match
Match
w/audience
w/audience

Trust
Trust

Match
Match w/product
w/product

Risk
Risk

Factors
Image
Image

Familiarity
Familiarity

Cost
Cost

Likability
Likability

Familiarity and Appeal

Q-scores
% of those who say one of my favorites
divided by % who have heard of him/her
Sports stars average 17; performers 18

Broken down by demographic criteria

Fame index database

10,000 celebrities rated by 250 criteria
Age, sex, residence, career highlights, charity
affiliations, fears, interests, additions, etc.

Applying Likability: Decorative Models

Source Power

Perceived
Perceived
control
control

Perceived
Perceived
concern
concern

Compliance
Compliance

Perceived
Perceived
scrutiny
scrutiny

Source Power

Message Structure

Recall

Order of Presentation

Beginning

Middle

End

Conclusion Drawing

Message Sidedness

Refutation

Verbal vs. Visual Messages

Test Your Knowledge

The campaign centered around the theme Pork, the
Other White Meat is designed to show consumers that
pork is as lean as chicken. Ads in this campaign use:
A) Conclusion drawing
B) A fear appeal
C) A refutational appeal
D) A humorous appeal
E) An affective conclusion

Message Appeal Choices

Appeal
Appeal to
to the
the logical,
logical,
rational
rational minds
minds of
of
consumers
consumers

Appeal
Appeal to
to the
the feelings
feelings
and
and emotions
emotions of
of
consumers
consumers

Appeal
Appeal to
to both
both

Message Appeal Options

Comparative
Comparative
Ads
Ads
Especially
Especially

useful
useful for
for new
new
brands
brands

Often
Often used
used for
for
brands
brands with
with
small
small market
market
share
share

Used
Used often
often in
in
political
political
advertising
advertising

Fear
Fear
Appeals
Appeals
May
May stress
stress

physical
physical danger
danger
or
or threats
threats to
to
health
health

May
May identify
identify

social
social threats
threats

Can
Can backfire
backfire ifif
level
level of
of threat
threat
is
is too
too high
high

Humor
Humor
Appeals
Appeals
Can
Can attract
attract and
and
hold
hold attention
attention

Often
Often the
the best
best
remembered
remembered

Put
Put consumers
consumers
in
in aa positive
positive
mood
mood

Miller Lites Comparative Advertising

Fear Appeals and Message Acceptance

Protection Motivation

Dangers of
Hepatitis A

Havrix
vaccination

Humor Appeals
Pros

Cons

Aids
Aids attention
attention and
and
awareness
awareness

Does
Does not
not aid
aid persuasion
persuasion in
in
general
general

May
May aid
aid retention
retention of
of the
the
message
message

May
May harm
harm recall
recall and
and
comprehension
comprehension

Creates
Creates aa positive
positive mood
mood
and
and enhances
enhances persuasion
persuasion

May
May harm
harm complex
complex copy
copy
registration
registration

May
May aid
aid name
name and
and simple
simple
copy
copy registration
registration

Does
Does not
not aid
aid source
source
credibility
credibility

May
May serve
serve as
as aa distracter,
distracter,
reducing
reducing counterarguing
counterarguing

Is
Is not
not effective
effective in
in bringing
bringing
about
about sales
sales
May
May wear
wear out
out faster
faster than
than
non-humorous
non-humorous ads
ads

Humor in Print Media

Test Your Knowledge

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

Channel Factors

Personal
Personal
Flexible
Flexible
Powerful
Powerful
Real
Real time
time

Nonpersonal
Nonpersonal
No
No personal
personal
contact
contact
Geared
Geared to
to aa
large
large audience
audience
Static
Static

Differences in Information Processing

Self-Paced
Self-Paced
Media
Media

Externally
Externally
Paced
Paced Media
Media

Newspapers
Newspapers
Magazines
Magazines
Direct
Direct Mail
Mail
Internet
Internet

Radio
Radio

vs.

Television
Television

Context and Environment

Clutter