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 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 The Persuasion Matrix 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? A Direct Source Source Attributes — Receiver Processing Modes Source Credibility Ethical Knowledgeable Skillful Trustworthy Source Believable Experienced Unbiased 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 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 Trust Match w/product Risk Factors Image Familiarity Cost 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 control Perceived concern Compliance Perceived 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 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 Humor Appeals 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 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 •Flexible •Powerful •Real time Nonpersonal • No personal contact • Geared to a large audience • Static Differences in Information Processing Self-Paced Media Externally Paced Media • Newspapers • Magazines • Direct Mail • Internet • Radio vs. • Television Context and Environment Clutter