Source, Message and
Channel Factors
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The Persuasion Matrix
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotional Planning Elements
Promotional Planning
1
2
3
4
Receiver/
Comprehension
Channel/
presentation
Message/
yielding
Source/
attention
Can the
receiver
comprehend
the ad?
Which media
will increase
presentation?
What type of
message will
create
favorable
attitudes?
Who will be
effective in
getting
consumers’
attention?
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Source Attributes and Receiver
Processing Modes
Source Attribute
Process
Power
Compliance
Attractiveness
Identification
Credibility
Internalization
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Source Credibility
Knowledge
Source
Skill
Expertise
Trustworthy
Information
Unbiased
Objective
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Experts Lend Authority to an Appeal
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Endorsement by Both a Celebrity
and an Expert
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Dave Thomas was a very effective
spokesperson for Wendy’s’
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A Business Owner May Be His Own Spokesperson
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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 other
personal traits
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Attractive Models Are Often Used
in Cosmetic Ads
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Popular Celebrities Help Attract Attention
to Commercials
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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
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Some Advertisers “Push the Envelope”
With Their Choice of Celebrities
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Modes of Celebrity Presentation
Endorsements
Identification
Testimonials
Celebrity
Representatives
Placements
Dramatizations
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Meaning Movement and the Endorsement Process
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Energy and Power - In the
Athlete and in the Product
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Brand Name, Celebrity, and Location Are
All Closely Linked in Meaning and Mood
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Recall
Recall and Presentation Order
Beginning
Middle
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End
Message Appeal Choices
Appeal mostly to the
logical, rational minds
of consumers
Appeal mostly to the
feelings and emotions
of consumers
Appeal to both the logical,
rational minds of consumers and
to their feelings and emotions
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Message Appeal Options
Comparative
Ads
• May be especially
useful for new
brands
• Often used for
brands with small
market share
• Frequently use in
political
advertising
Fear
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
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Humor
Appeals
• They can attract
and hold attention
• They are often the
best remembered
• They put the
consumer in a
positive mood
A Very Direct, Side-By-Side Comparative Ad
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Fear Appeals and Message Acceptance
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Threat Plus Solution Gently Persuades
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Pros and Cons of Using Humor
Pros
Cons
Aids Attention and
Awareness
Does Not Aid Persuasion in
General
May Aid Retention of the
Message
May Harm Recall and
Comprehension
Creates a Positive Mood
and Enhances Persuasion
May Harm Complex Copy
Registration
May Aid Name and Simple
Copy Registration
Does Not Aid Source
Credibility
May Serve As a Distracter,
Reducing Counterarguing
Is Not Effective in Bringing
About Sales
May Wear Out Faster Than
Non-humorous Ads
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Clever Execution of Humor in a Print Ad
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The Brand Name, Itself, Becomes
Part of the Humor
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Creative Directors Opinions
Regarding Use of Humor
Favorable
Unfavorable
 Creative personnel
 Research directors
 Radio and television
 Direct mail,
newspapers
 Consumer nondurables
 Corporate advertising
 Business services
 Industrial products
 Products related to
 Goods and services
of a sensitive nature
the humorous play
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Creative Directors Opinions
Regarding Use of Humor
Audiences
Favorable
Audiences
Unfavorable
 Younger
 Older
 Well educated
 Less educated
 Up-scale
 Down-scale
 Males
 Females
 Professional
 Semi- or Unskilled
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Self versus External Paced Media
Self-Paced
Media
Externally Paced
Media
• Newspapers
• Radio
• Magazines
• Television
• Direct Mail
Vs.
• Internet
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The Image of a Magazine Can Enhance an Ad
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