6
McGraw-Hill/Irwin
Source, Message, and
Channel Factors
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Nike and Tiger Woods
• 1996 Lucrative endorsement deal even though Nike didn’t 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
• Ouch !!!

The Persuasion Matrix

Promotional Planning Elements
1
Receiver
Comprehension
Can the receiver comprehend the ad?
Promotional Planning
2
Channel
Presentation
3
Message
Yielding
Which media will increase presentation?
What type of message will create favorable attitudes?
4
Source
Attention
Who will be effective in getting consumers’ attention?

A Direct Source

Source Attributes — Receiver Processing Modes

Knowledgeable
Skillful
Believable
Source Credibility
Ethical
Source
Trustworthy
Experienced
Unbiased
Honest

Experts Lend Authority to an Appeal

Corporate Leaders as Spokespeople
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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 Familiarity Likeability
Resemblance between the source and recipient of the message
Knowledge of the source through repeated or prolonged exposure
Affection for the source resulting from physical appearance, behavior, or personal 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 celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsers
The celebrity’s behavior may pose a risk to the 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 w/audience
Match w/product
Image
Cost
Factors
Trust
Risk
Familiarity
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

Perceived control
Source Power
Perceived concern
Perceived scrutiny
Compliance

Source Power

The Persuasion Matrix

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

Message Appeal Options
Comparative
Ads
• Especially useful for new brands
• Often used for brands with small market share
• Used often in political advertising
Fear
Appeals
• May stress physical danger or threats to health
• May identify social threats
• Can backfire if level of threat is too high
Humor
Appeals
• Can attract and hold attention
• Often the best remembered
• Put consumers in a positive mood

Miller Lite’s Comparative Advertising

Fear Appeals and Message Acceptance

Protection Motivation
Dangers of
Hepatitis A
Havrix vaccination

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

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

The Persuasion Matrix

Channel Factors
Personal
•Flexible
•Powerful
•Real time
Nonpersonal
• No personal contact
• Geared to a large audience
• Static

Differences in Information Processing
Self-Paced
Media
• Newspapers
• Magazines
• Direct Mail
• Internet vs.
Externally
Paced Media
• Radio
• Television

Context and Environment

Clutter