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Source, Message, and

Channel Factors

McGraw-Hill/Irwin Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Source
 1) Promotional Planning
Through the Persuasion Matrix
 Promotional Planning Elements
Promotional
Promotional Planning
Planning

1 2 3 4
Receiver
Receiver Channel
Channel Message
Message Source
Source
Comprehension
Comprehension Presentation
Presentation Yielding
Yielding Attention
Attention

Can
Can the
the receiver
receiver Which
Which media
media will
will What
What type
type of
of Who
Who will
will be
be
comprehend
comprehend the the increase
increase message
message will
will effective
effective in
in getting
getting
ad?
ad? presentation?
presentation? create
create favorable
favorable consumers
consumers
attitudes?
attitudes? attention?
attention?

6-5
 Persuasion Matrix

Promotional planners need to know how decisions

about each independent variable influence the stages
of the response hierarchy.

Receiver/ Comprehension: Marketers must know their target

market to make their message clear and understandable.
Channel/ Presentation: Prothom-Alo, Bangladesh Protidin, Daily
Star. The important point is how well they reach the marketers
target audience.
Message/Yielding: Create agreeable messages that lead to
positive feelings toward the product or service.
Humor/Emotion/Sex Appeal
Source/Attention: Marketers deals with the problem of
overburden advertisement and sources.
2) Source
Factors
 SOURCE

Source to mean the person involved in

communicating a marketing message either
directly or indirectly.
Direct Source: Spokes person delivering a message.
Boost and Dhoni.
Indirect Source: A model, does not deliver the
message but draw attention to and or enhances the
appearance of the ad.
 SOURCE

A direct source is a spokesperson

who delivers a message and/or
demonstrates a product or service, like
tennis star Andre Agassi who endorses
Head tennis rackets
 SOURCE

An indirect source, say, a model,

doesnt actually deliver a message but
draws attention to and/or enhances
the appearance of the ad.
Bangladesh star golfer Siddikur Rahman
Source Attributes & Receiver Processing Modes

6-12
 Source Credibility

Ethical
Ethical

Knowledgeable
Knowledgeable Trustworthy
Trustworthy

Source
Source
Skillful
Skillful Experienced
Experienced
Credibility
Credibility

Believable
Believable Unbiased
Unbiased

Honest
Honest

6-13
 Applying Expertise
Doctors
Dermatologist
Dentist
Applying Trustworthiness
Oprah Winfrey
Celebrities Sell OutBut Only in Japan
 Using Corporate Leaders as Spokespeople
 Limitations of Credible Sources

Very credible source is more effective when

message recipients are not in favor of the position
advocated in the message.
However, a very credible source is less important
when the audience has a neutral position,
Such a source may even be less effective when
the receivers initial attitude is favorable
High- and low-credibility sources
Equally effective when arguing for a position
opposing their own best interest
Sleeper effect (Hovland & Weiss from Yale, 1951; Cook & Flay, 1978 )
Persuasiveness increases over time (Nabarata Oil
and Amitav Bacchan)
6-19
Sleeper effect by Hovland
 Source Attractiveness

Similarity Familiarity
Familiarity Likeability
Likeability
Similarity

Knowledge
Knowledge of of the
the Affection
Affection for
for the
the
Resemblance
Resemblance source
source through
through source
source resulting
resulting
between
between thethe repeated
repeated or
or from
from physical
physical
source
source and
and prolonged
prolonged appearance,
appearance,
recipient
recipient ofof the
the exposure
exposure behavior,
behavior, or
or
message
message personal
personal traits
traits
Ex:
Ex: similar
similar goals,
goals,
interest,
interest, lifestyle
lifestyle
Ex:
Ex: average
average
people
people inin ad
ad than
than
model
model 6-21
Average face vs model
Advertising Risks of Using Celebrities

The
The celebrity
celebrity may
may overshadow
overshadow
the
the product
product being
being endorsed
endorsed

The
The celebrity
celebrity may
may bebe overexposed,
overexposed,
reducing
reducing his
his or
or her
her credibility
credibility

The
The target
target audience
audience may
may not
not be
be
receptive
receptive to
to celebrity
celebrity endorsers
endorsers

The
The celebritys
celebritys behavior
behavior may
may pose
pose
aa risk
risk to
to the
the company
company

6-23
 Choosing a Celebrity Endorser

Match
Match with
with Trust
Trust
audience
audience

Match
Match with
with Risk
Risk
product
product
Factors

Image
Image Familiarity
Familiarity

Cost
Cost Likability
Likability

6-24
Understanding the Meaning of Celebrity Endorser

Abul Hayet > Baba

M A Jalil Ananta (Bengali: ; known as

Ananta) > Hero

Sharmin Lucky >>young home maker

 Each celebrity contains many meanings,
including status, class, gender, and age as well
as personality and lifestyle
 Q Score

The Q Score is a measurement of the

familiarity and appeal of a brand,
company, celebrity, or television show
used in the United States

The Q Score was developed in 1963 by

Jack Landis and is owned by Marketing
Evaluations, Inc
 The Q Score is a metric that
determines a "quotient/ " ("Q")
factor

% of total sample who rated property

"One of My Favorites" divided by only
those who are familiar with property
% of total sample who rated property
"Fair" or Poor divided by only those
who are familiar with property
 Q-Score = Star Power
Q-Score Formula
The percent of
those who say one
of my favorites

Divided by the
percent who have
heard of him/her
Lance Edward Armstrong 1(971) is an American
former professional road racing cyclist. Armstrong had
won the Tour de France a (then) record seven
consecutive times between 1999 and 2005 before
being disqualified from those races and banned from
competitive cycling for life for doping offenses by the
United States Anti-Doping Agency (USADA) in 2012.
Lance Armstrong He is the founder of the Livestrong Foundation,
originally called the Lance Armstrong Foundation,
which provides support for cancer patients.6-29
Marketing Evaluations regularly calculates Q
Scores in eight categories
TVQ rates broadcast television programs
Cable Q rates cable television programs
Performer Q rates living celebrities
Dead Q rates the current popularity of deceased
celebrities
Sports Q rates sports figures
Cartoon Q rates cartoon characters, video
games, toys and similar products
Brand Attachment Q rates brand and company
names
Kids Product Q rates children's responses to
brand and company names
 Source Power
Perceived
Perceived Perceived
Perceived Perceived
Perceived
control
control concern
concern scrutiny
scrutiny

Compliance
Compliance

The source must be perceived as being able to administer

+tive or -tive sanctions to the receiver (perceived control)
The receiver must think the source cares about whether or not
the receiver conforms (perceived concern)
The receivers estimate of the sources ability to observe
conformity is also important (perceived scrutiny)
Power as a source characteristic is very difficult to apply in a
nonpersonal influence situation such as advertising
The use of source power applies more in situations involving personal
6-32
selling
 Message
3)

Factors
 Message Structure

primacy effect recency effect

/
Order of Presentation of Most Important Point
 Message Structure

Order of Presentation
Conclusion Drawing
Message Sidedness:
one-sided message
two-sided message (Fair Lovely)
Refutation( ) (Dettol)
Verbal versus Visual Messages
 Verbal versus Visual Messages

People think using pictures.

John Berger, media theorist, writes in his book
Ways of Seeing (Penguin Books, 1972), "Seeing
comes before words.
The child looks and recognizes before it can speak.
 Message Appeal () Choices

Appeal
Appeal to
to the
the logical,
logical, Appeal
Appeal to
to the
the feelings
feelings
rational
rational minds
minds of
of and
and emotions
emotions of
of
consumers
consumers consumers
consumers

Appeal
Appeal to
to both
both

6-37
 Message Appeal Options

Comparative
Comparative Fear
Fear Humor
Humor
Ads
Ads Appeals
Appeals Appeals
Appeals

Especially
Especially May
May stress
stress Can
Can attract
attract and
and
useful
useful for
for new
new physical
physical danger
danger hold
hold attention
attention
brands
brands or
or threats
threats to
to
health Often
Often the
the best
best
Often health
Often used
used for
for remembered
remembered
brands
brands with
with May
May identify
identify
small Puts
Puts consumers
consumers
small market
market social
social threats
threats in
share in aa positive
positive
share Can
Can backfire
backfire ifif mood
mood
Used
Used often
often in
in level
level of
of threat
threat
political
political is
is too
too high
high
advertising
advertising

6-38
 Humor Appeals

Pros Cons
Aids Does
Does not
not aid
aid persuasion
persuasion in
in
Aids attention
attention and
and
awareness general
general
awareness

May May
May harm
harm recall
recall and
and
May aid
aid retention
retention of
of the
the
message comprehension
comprehension
message

Creates May
May harm
harm complex
complex copy
copy
Creates aa positive
positive mood
mood
and registration
registration
and enhances
enhances persuasion
persuasion

May Does
Does not
not aid
aid source
source
May aid
aid name
name and
and simple
simple
copy credibility
credibility
copy registration
registration

May Not
Not effective
effective in
in bringing
bringing
May serve
serve as
as aa distracter,
distracter,
reducing about
about sales
sales
reducing counterarguing
counterarguing
May
May wear
wear out
out faster
faster than
than
non-humorous
non-humorous ads
ads
6-39
4)Channel
Factors
Personal vs. Non-personal Channels

Personal
Personal Non-personal
Non-personal
Selling
Selling Advertising
Advertising

Flexible
Flexible Geared
Geared toto
Powerful
Powerful large
large audience
audience
Real
Real time
time Static
Static

Amplify
Amplify
6-42
Differences in Information Processing

Self-Paced
Self-Paced Externally
Externally
Media
Media Paced
Paced Media
Media

Newspapers
Newspapers Radio
Radio
Magazines
Magazines vs. Television
Television
Direct
Direct Mail
Mail

Internet
Internet

6-43