Ch 6 summary
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This chapter discusses the major controllable variables in developing promotional messages: the source or communicator, the message structure and appeals, and the communication channel. It focuses on how decisions about these variables should consider their impact on consumers' response process. A persuasion matrix is presented to help marketers evaluate how each variable interacts with steps in a receiver's response. Key aspects of source credibility, attractiveness, and power are defined. Different types of message appeals and structures are examined. Finally, the chapter distinguishes between self-paced and externally-paced communication channels.
Ch 6 summary
- 1. Chapter 6
- 2. To study the major variables in the communication system and how they influence consumers processing of promotional messages. To examine the considerations involved in selecting a source or communicator of a promotional message. To examine different types of message structures and appeals that can be used to develop a promotional message. To consider how the channel or medium used to deliver a promotional message influences the communication process.
- 3. This chapter focused on the controllable variables that are part of the communication process— o Source or communicator o Message of the communication process o Channel or medium used to deliver the message was considered Decisions regarding each of these variables should consider their impact on the various steps of the response hierarchy the message receiver passes through.
- 4. Persuasion matrix which helps marketers see how each controllable element of the communication process interacts with the consumer’s response process. The matrix has two sets of variables. Independent variables are the controllable components of the communication process while dependent variables are the steps a receiver goes through in being persuaded. The numbers in the cells represent decisions that can be evaluated using the persuasion matrix
- 5. Source Attribute Process Credibility Internalization Attractiveness Identification Power Compliance
- 6. The three basic source attributes and processing modes associated with each are as follows: o Credibility – the extent to which the recipient sees the source as having relevant knowledge skill or experience and trusts the source to give unbiased, objective information. • Internalization – the process by which a receiver adopts the position advocated by the source because it is perceived as accurate and makes it part of his or her belief system o Attractiveness – refers to the similarity, familiarity, and/or likeability of the source • Identification – the process by which an individual is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, or behaviors. o Power – refers to the ability (real or perceived) of the source to administer rewards or punishment to the receiver • Compliance – the process by which the receiver accepts the position advocated by the source to receive rewards or avoid
- 7. Two important dimensions to source credibility are expertise Knowledge and trustworthiness. Expertise is extremely important and chosen spokespersons Source Skill should be one who have knowledge, skill, or experience with a particular product or in a Expertise service area. Endorsements from individuals or groups recognized as experts, Trustworthy such as doctors or dentists gives credibility to the message. Target audience must find the Informatio Unbiased source believable. n Trustworthiness relates to the source’s objectivity, honesty, and Objective believability.
- 8. Three important component of source attractiveness are: Similarity – resemblance between the source and the recipient of the message. People are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity (e.g. similar needs, goals, interests, lifestyles). Familiarity – knowledge of the source through exposure. Familiarity is enhanced through repeated or prolonged exposure. Likeability – affection for the source as a result of physical appearance, behavior, or other personal traits. Consumers can admire physical appearance, talent, and/or personality even if the source is not well known or a celebrity.
- 9. Overshadowing the product – advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, but not overshadow the brand. Overexposure – consumers can become skeptical when a celebrity endorses too many products or companies and becomes overexposed. Target audiences’ receptivity – it is important for marketers to select a celebrity endorser who matches and is well received by the advertiser’s target audience. Risk to the advertiser – the advertiser needs to select an endorser who will not embarrass the company. Researching the celebrity’s personal life and background to reduce this risk is becoming common.
- 10. This model illustrates why celebrity endorsements are effective. It is based on the premise that credibility and attractiveness do not sufficiently explain how and why celebrity endorsements work. According to the model, a celebrity’s effectiveness as an endorser depends on the culturally acquired meanings he or she brings to the endorsement process
- 11. There are three stages of meaning movement: Stage 1 – celebrities draw these meanings from the roles they assume in their television, movie, military, athletic, and other careers. Each new dramatic role brings the celebrity into contact with a range of objects, persons, and contexts. Stage 2 – celebrities bring their meanings and image into the ad and transfer them to the product they are endorsing. Stage 3 – the meanings the celebrity has given to the product are transferred to the consumer.
- 12. Endorsements Identification Testimonials Celebrity Representatives Placements Dramatizations
- 13. Perceived control :The source must be perceived as being able to administer positive or negative sanctions to the receiver. Perceived concern: The receiver must think the source cares about whether or not the receiver conforms Perceived scrutiny: The receiver’s estimate of the source’s ability to observe conformity is also important
- 14. A basic consideration in the design of a persuasive message is the order of presentation of message arguments. Research on learning and memory generally indicate that items presented first and last are remembered better than those presented in the middle. The strongest arguments should be placed at the beginning or end of the message, but not in the middle.
- 15. There are two broad categories of message appeals: o Rational – focus on consumer’s practical, functional, or utilitarian needs o Emotional – focus on consumer’s social and/or psychological needs or feelings The most effective advertising combines the practical reasons for purchasing a product with emotional values.
- 16. Comparative Fear Humor Ads Appeals Appeals • May be especially • May stress • They can attract useful for new physical danger or and hold attention brands threats to health • They are often the • Often used for • May identify social best remembered brands with small threats: market share disapproval or • They put the rejection consumer in a • Frequently use in positive mood political • May backfire if the advertising level of threat is too high
- 17. The message acceptance increases as the amount of fear used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises. The relationship between fear and persuasion can be explained by the fact that fear appeals have both facilitating and inhibiting effects. Low levels of fear can have facilitating effects which attracts attention and interest in the message and may motivate the receiver to act to resolve the threat. Thus increasing the fear from low to moderate can result in increased persuasion. High levels of fear, however, can produce inhibiting effects whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively or denying the arguments outright.
- 18. The final controllable variable of the communications process is the channel or medium used to deliver the message to the target audience. Self-Paced Externally Paced Media Media • Newspapers • Radio • Magazines • Television • Direct Mail • Internet
- 19. There are basic differences in the manner and rate at which information from various forms of media is transmitted and can be processed. The two broad classifications of media are: o Self-paced – readers/viewers process the ad at their own rate. Self-paced media include print media such as newspapers, magazines, and direct mail as well as the Internet. o Externally-paced – the transmission rate is controlled by the medium. Externally- paced media include radio and television.
- 20. Thank You