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Source, Message, and

Channel Factors

McGraw-Hill/Irwin Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

 Promotional Planning Elements

Promotional
Promotional Planning
Planning

1 2 3 4
Receiver
Receiver Channel
Channel Message
Message Source
Source
Comprehension
Comprehension Presentation
Presentation Yielding
Yielding Attention
Attention

Can
Can the
the Which
Which media
media What
What type
type of
of Who
Who will
will be
be
receiver
receiver will
will increase
increase message
message will
will effective
effective in
in
comprehend
comprehend presentation?
presentation? create
create getting
getting
the
the ad?
ad? favorable
favorable consumers
consumers
attitudes?
attitudes? attention?
attention?

6-2
Source Attributes & Receiver Processing Modes

6-3
 Source Credibility

Ethical
Ethical

Knowledgeable
Knowledgeable Trustworthy
Trustworthy

Skillful
Skillful Source
Source Experienced
Experienced

Believable
Believable Unbiased
Unbiased

Honest
Honest

6-4
 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
6-5
 Source Attractiveness

Similarity
Similarity Familiarity
Familiarity Likeability
Likeability

Resemblance
Resemblance Knowledge
Knowledge of of the
the Affection
Affection for
for the
the
between
between the
the source
source through
through source
source resulting
resulting
source
source and
and repeated
repeated or
or from
from physical
physical
recipient
recipient of
of the
the prolonged
prolonged appearance,
appearance,
message
message exposure
exposure behavior,
behavior, or
or
personal
personal traits
traits

6-6
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 bebe 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

6-7
 Choosing a Celebrity Endorser

Match
Match Trust
Trust
w/audience
w/audience

Match
Match w/product
w/product Risk
Risk
Factors

Image
Image Familiarity
Familiarity

Cost
Cost Likability
Likability

6-8
 Q-Score = Star Power

Q-Score Formula
The percent of
those who say one
of my favorites

Divided by the
percent who have
heard of him/her

Lance Armstrong
6-9
 Source Power

Perceived
Perceived Perceived
Perceived Perceived
Perceived
control
control concern
concern scrutiny
scrutiny

Compliance
Compliance

6-10
 Message Appeal Choices

Appeal
Appeal to
to the
the logical,
logical, Appeal
Appeal to
to the
the feelings
feelings
rational
rational minds
minds of
of and
and emotions
emotions of
of
consumers
consumers consumers
consumers

Appeal
Appeal to
to both
both

6-11
 Message Appeal Options

Comparative
Comparative Fear
Fear Humor
Humor
Ads
Ads Appeals
Appeals Appeals
Appeals

Especially
Especially May
May stress
stress Can
Can attract
attract and
and
useful
useful for
for new
new physical
physical danger
danger hold
hold attention
attention
brands
brands or
or threats
threats to
to
health Often
Often the
the best
best
Often health
Often used
used for
for remembered
remembered
brands
brands with
with May
May identify
identify
small Puts
Puts consumers
consumers
small market
market social
social threats
threats in
share in aa positive
positive
share Can
Can backfire
backfire ifif mood
mood
Used
Used often
often in
in level
level of
of threat
threat
political
political is
is too
too high
high
advertising
advertising

6-12
 Humor Appeals

Pros Cons
Aids Does
Does not
not aid
aid persuasion
persuasion in
in
Aids attention
attention and
and
awareness general
general
awareness

May May
May harm
harm recall
recall and
and
May aid
aid retention
retention of
of the
the
message comprehension
comprehension
message

Creates May
May harm
harm complex
complex copy
copy
Creates aa positive
positive mood
mood
and registration
registration
and enhances
enhances persuasion
persuasion

May Does
Does not
not aid
aid source
source
May aid
aid name
name and
and simple
simple
copy credibility
credibility
copy registration
registration

May Not
Not effective
effective in
in bringing
bringing
May serve
serve as
as aa distracter,
distracter,
reducing about
about sales
sales
reducing counterarguing
counterarguing
May
May wear
wear out
out faster
faster than
than
non-humorous
non-humorous ads
ads
6-13
Personal vs. Non-personal Channels

Personal
Personal Non-personal
Non-personal
Selling
Selling Advertising
Advertising

Flexible
Flexible Geared
Geared toto
Powerful
Powerful large
large audience
audience
Real
Real time
time Static
Static

6-14
Differences in Information Processing

Self-Paced
Self-Paced Externally
Externally
Media
Media Paced
Paced Media
Media

Newspapers
Newspapers Radio
Radio
Magazines
Magazines vs. Television
Television
Direct
Direct Mail
Mail

Internet
Internet

6-15