Marketing bán hàng - Chapter 6: Source, message, and channel factors

Chapter 6Source, Message, andChannel FactorsFigure 6.1 - The Persuasion Matrix2Decisions Evaluated with the Persuasion MatrixReceiver/comprehensionCan the receiver comprehend the ad?Channel/presentationWhich media will increase presentation?Message/yieldingWhat type of message will create favorable attitudes or feelings?Source/attentionWho will be effective in getting consumers’ attention?3SourcePerson involved in communicating a marketing messageDirect source - Delivers a message and/or endorses a product or serviceIndirect source - Draws attention to and enhances the appearance of an ad4Figure 6.2 - Source Attributes and Receiver Processing Modes5SkillKnowledgeExpertiseUnbiasedTrustworthyObjectiveUnbiasedTrustworthyExpertiseSkillKnowledgeSource CredibilitySourceInformationSource AttractivenessResemblance between the source and recipient of the messageSimilarityKnowledge of the source through repeated or prolonged exposureFamiliarityAffection for the source resulting from physical appearance, behavior, or other personal traitsLikeabilitySimilarityFamiliarityTrustRiskFamiliarityLikabilityChoosing a Celebrity EndorserFactorsMatch w/audienceMatch w/productImageCost/ROIThe celebrity’s behavior may pose a risk to the companyThe target audience may not be receptive to celebrity endorsersThe celebrity may be overexposed, reducing his or her credibilityThe celebrity may overshadow the product being endorsedThe target audience may not be receptive to celebrity endorsersThe celebrity may be overexposed, reducing his or her credibilityThe celebrity may overshadow the product being endorsedRisks of Using CelebritiesFigure 6.3 - Meaning Movement andthe Endorsement Process10Perceived controlPerceived concernPerceived scrutinyPerceived controlPerceived concernSource PowerSource PowerMessage FactorsOrder of presentationConclusion drawingMessage sidednessRefutationVerbal versus visual messagesMessage structureComparative advertisingFear appealsHumor appealsMessage appeals12Recall and Presentation OrderRecallBeginningMiddleEndFearAppealsComparativeAdsFearAppealsComparativeAdsMessage Appeal OptionsHumorAppealsMay stress physical danger or threats to healthMay identify social threats: disapproval or rejectionMay backfire if the level of threat is too highMay be especially useful for new brandsOften used for brands with small market shareFrequently use in political advertisingThey can attract and hold attentionThey are often the best rememberedThey put the consumer in a positive moodFigure 6.5 - Relationship between Fear Levels and Message Acceptance15Humor Appeals Advantages and DisadvantagesAdvantagesAid with awareness and attentionAid name and simple copy registrationAid retentionAid persuasion to switch brandsCreate a positive mood that enhances persuasionDisadvantagesHarm recall and comprehensionHarm complex copy registrationDo not aid persuasion in generalDo not aid source credibilityNot very effective in bringing about sales16Channel FactorsPersonal versus nonpersonal channels - Information received from personal channels is more persuasive than that received from the mass mediaEffects of alternative mass mediaDifferences in information processingSelf-paced - Readers process the ad at their own rate and study it as long as they desireExternally paced - Transmission rate is controlled by the medium17Self-PacedMediaSelf-PacedMediaSelf versus External Paced Media Newspapers Magazines Direct Mail Internet Radio TelevisionExternally PacedMediavs.