MKT 337: WSK Organising for Advertising and Promotion Promotional Management Chapter 6 SOURCE MESSAGE, AND CHANNEL FACTORS
MKT 337: WSK Organising for Advertising and Promotion
Promotional Management
Chapter 6
SOURCE MESSAGE, AND CHANNEL FACTORS
MKT 337: WSK Organising for Advertising and Promotion
The Persuasion Matrix
MKT 337: WSK Organising for Advertising and Promotion
The Persuasion Matrix
1. Receiver/Comprehension
– Can the receiver comprehend the ad?
2. Channel/Presentation
– What media will increase presentation?
3. Message/yielding
– What type of message will create favourable attitudes or feelings?
4. Source/Attention
– Who will be effective in getting consumers?
MKT 337: WSK Organising for Advertising and Promotion
SOURCE FACTORS
MKT 337: WSK Organising for Advertising and Promotion
Source Factors
• Direct Source
– Spokesperson who delivers the message or endorses the product
• Indirect Source
– Enhances the appearance of the ad
• No source
– Company with the message to communicate
MKT 337: WSK Organising for Advertising and Promotion
Three Basic Categories of Source Attributes
• Source Credibility
• Source Attractiveness
• Source Power
MKT 337: WSK Organising for Advertising and Promotion
Source Credibility
• Knowledge, skill, experience and trust
• Two dimensions of credibility
– Expertise
– Trustworthiness
• Internalisation
– Receiver adopts the opinion of the credible communicator
– [Belief can remain even after message is forgotten]
MKT 337: WSK Organising for Advertising and Promotion
Source Attractiveness
• Source Attractiveness encompasses similarity, familiarity, and likability
– Similarity: supposed resemblance between the source and the receiver
– Familiarity: knowledge of the source through exposure
– Likeability: an affection for the source as a result of physical appearance,
behaviour or personality traits
• Leads to persuasion through identification
– Receiver is motivated to seek some type of relationship with the source and
adopts similar beliefs/attitudes/preferences/behaviour
– [Unlike internalisation, receiver maintains the attitude for as long as the
source]
MKT 337: WSK Organising for Advertising and Promotion
Using Celebrities
• Number of factors need to be considered
– Overshadowing the product
– Overexposure
– Target Audience’s Receptivity
– Risk to the Advertiser
– Return on Investment
MKT 337: WSK Organising for Advertising and Promotion
Source Power
• Source has power when he/she can administer rewards and punishments to
the receiver
• Source may be able to induce another to respond to request
• Factors
– Perceived control
– Perceived concern
– Perceived scrutiny
• Compliance – the receiver accepts the persuasive influence of the source
and complies in hopes of obtaining a favourable reaction or avoiding
punishment
– [lasts as long as source has power]
MKT 337: WSK Organising for Advertising and Promotion
MESSAGE FACTORS
MKT 337: WSK Organising for Advertising and Promotion
Message Structure
Order of the presentation
– Primacy Effect
– Recency Effect
• Factors determining order
– Target audience’s attitude towards the product
– Length of the message
– Form of communication
MKT 337: WSK Organising for Advertising and Promotion
Message Structure
Conclusion Drawing
• Draw a firm conclusion or allow receivers to draw their own
conclusion
• Factors
– Target Audience
– Type of topic
– Nature of the situation
MKT 337: WSK Organising for Advertising and Promotion
Message Structure
Message Sidedness
• One-sided message – only positive attributes and benefits
– Effective when TA holds favourable image
– TA is less educated
• Two-sided message – presents both good and bad points
– Holds an opinion and highly educated
– Increases credibility
MKT 337: WSK Organising for Advertising and Promotion
Message Structure
Refutation
• Present both sides and then refute the opposing viewpoint
• To build resistance and customer loyalty
• To resist attacks or criticisms of their products or company
MKT 337: WSK Organising for Advertising and Promotion
Message Structure
Verbal Vs Visual
• Visuals commonly used to convey information or reinforce
copy/message
• Visuals that contradict the verbal information
MKT 337: WSK Organising for Advertising and Promotion
Message Appeals
– Rational, logical aspect
– Evoke emotional reaction
• Type of Message appeals
– Comparative Advertising
– Fear Appeals
– Humour Appeals
MKT 337: WSK Organising for Advertising and Promotion
Comparative Advertising
• Directly or Indirectly naming competitors and comparing attributes
• Affects credibility
• Users of competing products will be sceptical
• Useful for new brands and brands with a small market share
• [Grameen Vs Banglalink, Samsung Vs Apple, BSRM vs AKS]
• Also useful for political advertising
MKT 337: WSK Organising for Advertising and Promotion
Fear Appeals
• Emotional response to a threat that expresses/implies danger
• [body odour, bad breath]
• Low to moderate levels of fear can be useful to change behaviour
• High fear is likely to produce inhibiting effects
MKT 337: WSK Organising for Advertising and Promotion
Humour Appeals
• Radio and TV (occasionally print) ads used for humorous messages
• Can hold consumer’s attention
• Can detract receiver from counterarguments
• Critics
– Distraction from brand and its attributes
– humour ads are difficult to product
– Some are too subtle for receiver to comprehend
– Wearout
• More for low-involvement products
MKT 337: WSK Organising for Advertising and Promotion
CHANNEL FACTORS
MKT 337: WSK Organising for Advertising and Promotion
Personal Vs Nonpersonal Channels
• Personal Channels more effective than nonpersonal
• Reasons [page 212]
• Point of Purchase, sales programme
MKT 337: WSK Organising for Advertising and Promotion
Effects of Alternative Mass Media
• Differences in information processing
– Print media – self-paced
– Broadcast media – eternally paced
• Print media
– Long, complex message
• Broadcast media
– Shorter messages, pictorial information along with words (TV)
Redirect from broadcast media to print media for details
MKT 337: WSK Organising for Advertising and Promotion
Effects of Context and Environment
• “Message is the medium” – Marshall McLuhan
• Qualitative Media Effect – influence of media on message
• Travel agents advertise on travel magazines
• Happy programmes better ads than sad ones
• Coke never advertises during news
• Messages with peripheral route might be more effective during
negative programmes
MKT 337: WSK Organising for Advertising and Promotion
Clutter
• The amount of advertising in a media
• Increasing concern for advertisers
• High level of advertising annoys consumers and makes it difficult for
advertisers
• Breaking through the clutter is a challenge
– Homour, celebrity spokesperson, or novel/creative approaches
MKT 337: WSK Organising for Advertising and Promotion
End of Chapter