6. Sumber Dan Pesan Dalam Komunikasi

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

1/21

Source, Message and

Channel Factors

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

2/21

The Persuasion Matrix

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

3/21

Who will be

effectie in!ettin!

cons"mers#

attention$

Who will be

effectie in!ettin!

cons"mers#

attention$

Source/attention

Source/attention

4

Receiver/comprehension

Receiver/comprehension

Can the

receiercomprehen%

the a%$

Can the

receiercomprehen%

the a%$

1

Which me%ia

will increase presentation$

Which me%ia

will increase presentation$

Channel/presentation

Channel/presentation

2

What t&pe of

messa!e willcreate

faorable

attit"%es$

What t&pe of

messa!e willcreate

faorable

attit"%es$

Message/ielding

Message/ielding

!

Receiver/comprehension

Receiver/comprehension Channel/presentation

Channel/presentation Message/ielding

Message/ielding

Promotional Planning "lements

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Promotional Planning

Promotional Planning

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

4/21

Credi#ilit

Credi#ilit

$ttractiveness

$ttractiveness

Po%er

Po%er

&nternali'ation

&nternali'ation

&denti(ication

&denti(ication

Compliance

Compliance

Credi#ilit

Credi#ilit &nternali'ation

&nternali'ation

$ttractiveness

$ttractiveness &denti(ication

&denti(ication

Source $ttri#utes and ReceiverProcessing Modes

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source AttributeSource Attribute   ProcessProcess

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

5/21

S)ill

S)ill

*no%ledge

*no%ledge

"xpertise

"xpertise

+n#iased

+n#iased

Trust%orth

Trust%orth

#-ective

#-ective

+n#iased

+n#iased

Trust%orth

Trust%orth

"xpertise

"xpertise

S)ill

S)ill

*no%ledge

*no%ledge

Source Credi#ilit

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source

Source

Information

Information

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

6/21

Source $ttractiveness

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

'esemblance between the

so"rce an%

recipient of the

messa!e

'esemblance between the

so"rce an%

recipient of the

messa!e

Similarit

Similarit

(nowle%!e of theso"rce thro"!h

repeate% or

 prolon!e%

e)pos"re

(nowle%!e of theso"rce thro"!h

repeate% or

 prolon!e%

e)pos"re

Familiarit

Familiarit

*ffection for theso"rce res"ltin!

from ph&sical

appearance,

 behaior, or other personal traits

*ffection for theso"rce res"ltin!

from ph&sical

appearance,

 behaior, or other

 personal traits

.i)ea#ilit

.i)ea#ilitSimilarit

Similarit Familiarit

Familiarit

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

7/21

Test our *no%ledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The use o( cele#rities in commercials is generall

#ased on the source characteristics o( 00000 andrepresents an attempt to induce persuasion throughthe 000000 process

$ expertise3 ielding expertise3 identi(ication

C po%er3 identi(ication5 attractiveness3 identi(ication" attractiveness3 internali'ation

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

8/21

The cele#rit6s #ehavior ma posea ris) to the compan

The cele#rit6s #ehavior ma posea ris) to the compan

The target audience ma not #ereceptive to cele#rit endorsers

The target audience ma not #ereceptive to cele#rit endorsers

The cele#rit ma #e overexposed,

reducing his or her credi#ilit

The cele#rit ma #e overexposed,

reducing his or her credi#ilit

The cele#rit ma overshado%the product #eing endorsed

The cele#rit ma overshado%the product #eing endorsed

The target audience ma not #ereceptive to cele#rit endorsers

The target audience ma not #ereceptive to cele#rit endorsers

The cele#rit ma #e overexposed,

reducing his or her credi#ilit

The cele#rit ma #e overexposed,

reducing his or her credi#ilit

The cele#rit ma overshado%the product #eing endorsed

The cele#rit ma overshado%the product #eing endorsed

Ris)s o( +sing Cele#rities

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

9/21

Meaning Movement and the "ndorsement Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

10/21

"ndorsements"ndorsements

5ramati'ations5ramati'ations

TestimonialsTestimonials

PlacementsPlacements

&denti(ication&denti(ication

RepresentativesRepresentativesRepresentativesRepresentatives

5ramati'ations5ramati'ations

PlacementsPlacements

TestimonialsTestimonials

"ndorsements"ndorsements

Modes o( Cele#rit Presentation

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CelebrityCelebrity

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

11/21

Perceived controlPerceived control

Perceived concernPerceived concern

Perceived scrutinPerceived scrutin

Perceived controlPerceived control

Perceived concernPerceived concern

Source Po%er

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Source PowerSource Power

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

12/21

Recall and Presentation rder

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

      R     e     c     a      l      l

eginning Middle "nd

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

13/21

Test our *no%ledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The campaign centered around the theme, 7Por), the

ther 8hite Meat9 is designed to sho% consumers thatpor) is not all (at as some people thin) These adstring to convince consumers por) is as lean aschic)en use:

$ conclusion dra%ing

a (ear appealC a re(utational appeal5 a humorous appeal" an a((ective conclusion

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

14/21

$ppeal mostl to thelogical, rational minds

o( consumers

$ppeal mostl to thelogical, rational minds

o( consumers

Message $ppeal Choices

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

$ppeal to #oth the logical, rationalminds o( consumers and to their(eelings and emotions

$ppeal to #oth the logical, rationalminds o( consumers and to their

(eelings and emotions

$ppeal mostl to the(eelings and emotions

o( consumers

$ppeal mostl to the(eelings and emotions

o( consumers

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

15/21

Fear$ppeals

Fear

$ppealsComparative

$ds

Comparative

$dsFear

$ppeals

Fear

$ppealsComparative

$ds

Comparative

$ds

Message $ppeal ptions

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

;umor$ppeals

;umor

$ppeals

+ Ma& stress

 ph&sical %an!er orthreats to health

+ Ma& i%entif& socialthreats

%isapproal or

reection

+ Ma& bacfire if theleel of threat is

too hi!h

+ Ma& stress ph&sical %an!er or

threats to health

+ Ma& i%entif& socialthreats

%isapproal or

reection+ Ma& bacfire if the

leel of threat is

too hi!h

+ Ma& be especiall&

"sef"l for new bran%s

+ ften "se% for bran%s with small

maret share

+ re1"entl& "se in political

a%ertisin!

+ Ma& be especiall&"sef"l for new

 bran%s

+ ften "se% for bran%s with small

maret share

+ re1"entl& "se in political

a%ertisin!

+ he& can attract

an% hol% attention+ he& are often the best remembere%

+ he& p"t thecons"mer in a

 positie moo%

+ he& can attractan% hol% attention

+ he& are often the best remembere%

+ he& p"t thecons"mer in a

 positie moo%

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

16/21

Fear $ppeals and Message $cceptance

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

17/21

Pros and Cons o( +sing ;umor

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

5oes not aid persuasion ingeneral

5oes not aid persuasion ingeneral

$ids attention anda%areness

$ids attention anda%areness

ProsPros   ConsCons

Ma harm recall andcomprehension

Ma harm recall andcomprehension

Ma harm complex copregistration

Ma harm complex copregistration

5oes not aid sourcecredi#ilit

5oes not aid sourcecredi#ilit

&s not e((ective in #ringinga#out sales

&s not e((ective in #ringinga#out sales

Ma %ear out (aster than

non

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

18/21

Creative 5irectors pinionsRegarding +se o( ;umor

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

FavorableFavorable   UnfavorableUnfavorable

Creative personnelCreative personnel   Research directors

Radio and televisionRadio and television

Consumer non

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

19/21

Creative 5irectors pinionsRegarding +se o( ;umor

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AudiencesAudiences

FavorableFavorableAudiencesAudiences

UnfavorableUnfavorable

ounger   lder

8ell educated

+p

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

20/21

Test our *no%ledge

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

$n ad (or Snorestop "xtinguisher, a nose spra (or

eliminating snoring has the headline, 78i(e shootshus#and and rests in peace9 This ad uses 00000 toattract attention and conve a )e selling point

$ a t%o

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

21/21

Sel(