Chap006 imc mba

2. The Persuasion Matrix Independent variables: The Communications Components Source Message Channel Receiver Destination 4 3 2 1 Message presentation Attention Comprehension Yielding Retention Behavior Dependent Variables

3. Promotional Planning Through The Persuasion Matrix 1. Receiver/comprehension Can the receiver comprehend the ad? 1. Channel/presentation Which media will increase presentation? 1. Message/yielding What type of message will create favorable attitudes? 1. Source/attention Who will be effective in getting consumers attention?

4. Source Attributes and Receiver Processing Modes Source attribute Process CompliancePower IdentificationAttractiveness InternalizationCredibility

5. Source Credibility The extend to which the source is seen as having: Knowledge Skill Expertise And the source is perceived as being: Trustworthy Unbiased Objective

6. Dell Computer uses its founder and CEO as an advertising spokespeson

7. Source Attractiveness Similarity Resemblance between the source and recipient of the message Familiarity Knowledge of the source through repeated Likeability Affection for the source resulting from physical appearance, behavior, or other personal traits

8. The Use of Celebrities Endorsements The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion of the product. Testimonials The celebrity, usually an expert with experience with the product, attests to its value and worth. Dramatizations Celebrity actors or models portray the brand in use during dramatic enactments designed to show the goods.

9. Pepsi used pop star Brittany Spears as an endorser for several years

10. Risks of Using Celebrities The celebrity may overshadow the product The celebrity may be overexposed which reduces his or her credibility The target audience may not be receptive to celebrity endorsers The celebritys behavior may pose a risk to the company

11. Lance Armstrongs image diluted in positive doping test, diluted image also of endorsed brands

12. Meaning Movement and the Celebrity Endorsement Process Stage 1 Role 3 Role 2 Objects Persons Context Role 1 Celebrity Stage 2 ProductCelebrity Stage 3 ConsumerProduct

13. Lance Armstrongs image helps assign meaning to Power Bar

14. Message Factors Message Structure Order of presentation (primacy vs. recency) Conclusion Drawing (open vs. closed end) Message sidedness (one vs. two-sided) Refutation Verbal vs. visual

15. Message Recall and Presentation Order Recall Beginning Middle End

16. The visual image supports the verbal appeal in this ad

17. Message Factors Message Appeals The most important creative strategy decisions involves the choice of an appropriate appeal. Some ads are designed to appeal to the rational, logical aspects of the consumers decision making process. Others appeal to feelings in an attempt to evoke some emotional reaction. Types of appeal includes: Comparative Advertising Fear Appeals Humor Appeals

18. Message Factors Comparative Advertising Either taking directly or indirectly taking a name of competitors in ad and comparing one or more specific attributes. Brand recall is higher in such advertisements. Most suitable for new brands, it allows to create new position itself to promote its distinctive advantages. They often compare themselves with market leader, on the other hand market leader often hesitate to use comparison ads, as most believe they have little to gain by featuring competitors products in their advertisements. Political advertisements are often uses comparative advertisements.

19. Sorrell Ridge uses a comparative ad

20. Message Factors Fear Appeals Fear is an emotional responses to a threat that expresses some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse individuals to take steps to remove the threat. How fear operates? The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects.

21. Fear Appeals and Message Acceptance Rejection Inhibiting effects Resultant nonmonotonic curve Facilitating effects Level of fear Acceptance

22. Message Factors Humor Appeals Humorous adds are successful in bringing attracting and holding attention. They enhance effectiveness by putting consumers in a positive mood, increasing their liking of the ad itself and their feeling towards the product or service. Humor can distract the receiver from counter arguing against the message. Critics says that funny ads draw people to the humorous situation but distract them from the brand and its attributes. Humorous ads may wear out faster than serious appeals. Wearout refers to the tendency of a television or radio commercial to lose its effectiveness when it seen/heard repeatedly.

23. Pros and Cons of Using Humor Advantages 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 and reduce the level of counter arguing Disadvantages 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

24. UNFAVORABLE TOWARD HUMOR Research directors Direct mail, newspapers Corporate advertising Industrial products Goods or services of a sensitive nature Audiences that are: Older Less educated Down-scale Female Semi- or Unskilled FAVORABLE TOWARD HUMOR Creative personnel Radio and television Consumer non-durables Business services Products related to the humorous ploy Audiences that are: Younger Better educated Up-scale Male Professional Use of Humor

25. Payday uses a humorous print ad

26. Channel Factors Personal versus nonpersonal channels Effects of alternative mass media Externally paced media (broadcast) Internally paced media (print, direct mail, Internet) Effects of Context and Environment Qualitative media effect Media environment (mood states) Clutter