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Source, Message andChannel Factors
The Persuasion Matrix
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Receiver/comprehension
Channel/presentation
Message/yielding
Promotional Planning Elements
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotional Planning
Credibility
Attractiveness
Power
Internalization
Identification
Compliance
Credibility Internalization
Attractiveness Identification
Source Attributes and Receiver Processing Modes
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Source Attribute Process
Skill
Knowledge
Expertise
Unbiased
Trustworthy
Objective
Unbiased
Trustworthy
Expertise
Skill
Knowledge
Source Credibility
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Source
Information
Source Attractiveness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
LikeabilitySimilarity Familiarity
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
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 celebrity may overshadow the product being endorsed
The target audience may not be receptive to celebrity endorsers
The celebrity may be overexposed, reducing his or her credibility
The celebrity may overshadow the product being endorsed
Risks of Using Celebrities
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Meaning Movement and the Endorsement Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Endorsements
Dramatizations
Testimonials
Placements
Identification
RepresentativesRepresentatives
Dramatizations
Placements
Testimonials
Endorsements
Modes of Celebrity Presentation
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Celebrity
Perceived control
Perceived concern
Perceived scrutiny
Perceived control
Perceived concern
Source Power
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Source Power
Recall and Presentation Order
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Recall
Beginning Middle End
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
Appeal mostly to the logical, rational minds
of consumers
Message Appeal Choices
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Appeal to both the logical, rational minds of consumers and
to their feelings and emotions
Appeal mostly to the feelings and emotions
of consumers
FearAppeals
ComparativeAds
FearAppeals
ComparativeAds
Message Appeal Options
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
HumorAppeals
• 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
• They can attract
and hold attention
• They are often the
best remembered
• They put the
consumer in a
positive mood
Fear Appeals and Message Acceptance
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Creative Directors Opinions Regarding Use of Humor
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Favorable Unfavorable
Creative personnel Research directors
Radio and television
Consumer non-durables
Business services
Products related to the humorous play
Less suited for direct mail and newspapers
Corporate advertising
Industrial products
Goods and services of a sensitive nature
Creative Directors Opinions Regarding Use of Humor
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Audiences Favorable
Audiences Unfavorable
Younger Older
Well educated
Up-scale
Males
Professional
Less educated
Down-scale
Females
Semi- or Unskilled
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
Self-PacedMedia
Self-PacedMedia
Self versus External Paced Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Newspapers
• Magazines
• Direct Mail
• Internet
• Radio
• Television
Externally PacedMedia
vs.