Source, Message and Channel

Factors
 The Persuasion Matrix

Independent variables: The Communications Components

Dependent
Source Message Channel Receiver Destination
Variables
Message
presentation 2
Attention 4
Comprehension 1
Yielding 3
Retention

Behavior
Promotional Planning
Through The Persuasion Matrix
1. Receiver/comprehension
 Can the receiver comprehend the ad?
2. Channel/presentation
 Which media will increase presentation?
3. Message/yielding
 What type of message will create favorable
attitudes?
4. Source/attention
 Who will be effective in getting consumers’
attention?
Source Factors
The message by a source can be in either a
direct or indirect manner.
 A direct source is a spokesperson who
 delivers a promotional message,
 demonstrates a product or service,
 endorses a product or service
Spokespeople used in advertisements or a company’s
sales representatives are examples of direct sources.
 An indirect source does not actually deliver a
message but rather is
 used to draw attention to or enhance the appearance of
a promotional message.
 Decorative models indirect source
Source Attributes and
Receiver Processing Modes

Source attribute Process

Power Compliance

Attractiveness Identification

Credibility Internalization
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
Source Credibility

 Limitations of high credible sources— in

some situations a high-credibility source
may be less effective than a moderate- or
low-credibility source
 When the receiver has a favorable initial
attitude or opinion, the use of a highly credible
source may lead the receiver to attribute his or
her opinion to the source rather than the
message being communicated.
Source Credibility

 Limitations of credible sources— However

when a moderate- or low- credibility
source is used, the receiver cannot really
attribute his or her attitude or opinion to
the source.
 The sleeper effect phenomenon is
another reason why a low-credibility
source may be just as effective as a
source high in credibility.
Source Attractiveness
 Similarity
 Resemblance between the source and
recipient of the message
 Familiarity
 Knowledge of the source through
repeated or prolonged exposure
 Likeability
 Affection for the source resulting from
physical appearance, behavior, or other
personal traits
The Use of Celebrities
 Endorsements
 Celebrity, whether an expert or not, 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.
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 celebrity’s behavior may pose a risk to the

company
Meaning Movement and
the Celebrity Endorsement Process

Objects
Persons Celebrity Celebrity Product Product Consumer
Context
Role 1

Role 2

Role 3
Stage 1 Stage 2 Stage 3
Source Attractiveness
 Decorative and physically attractive models —
a common technique used by advertisers to draw
attention to an ad and enhance its effectiveness
 used in a passive or ―decorative‖ manner rather than as
active communicators.
 A number of factors must be considered in using
decorative models such as -
 whether they are appropriate or relevant to the product
or service being advertised and
 whether they will draw attention to the ad but not the
product or advertising message.
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

 Message Factors

Message Structure -
1. Order of presentation—should important message points
or arguments be placed at the beginning of the message,
in the middle or at the end?
 Primacy effect suggests that the information placed at
the beginning of the message is most effective
 Recency effect suggests that the arguments at the end
are most effective.
Message Recall and Presentation Order

ll
a
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Beginning Middle End
 Message Factors
Message Structure -
2.Conclusion drawing—should a message draw an explicit
conclusion for the audience or allow them to form their
own conclusions?
 Research has shown that, in general, messages with
explicit conclusions are more easily understood and
effective.
 However, some studies show that the effectiveness of
conclusion drawing may depend on the target audience,
the type of issue or topic and nature of the situation.

 Message Factors
Message Structure -
3. Message sidedness—should a marketing
communication use a one-sided message whereby
only positive attributes or benefits of a product or service
are mentioned or a two-sided message where both
strong and weak points or attributes are presented?
Two-sided arguments are more credible

4. Refutation—this is a special type of two-sided

message whereby both sides of an issue are presented
and arguments are offered to refute the opposing
viewpoint or negative information
 Message Factors
Message Structure –
5. Verbal versus visual messages—both the verbal and
nonverbal or visual portions of an advertisement
influence the way an advertising message is
processed.
Verbal or copy aspects of the message are
important in conveying rational or factual messages
while nonverbal or visual elements of an ad are
important for developing emotional and image based
associations.
Message Factors
Message Appeals
 Rational appeals - designed to communicate information and
appeal to the logical aspects of the consumer decision-making
process.

 Emotional appeal - attempt to evoke some type of emotional

reaction.

Three types of appeals discussed

 Comparative Advertising (rational)

 Fear Appeals (emotional)

 Humor Appeals (emotional)

Comparative Advertising
 Either directly or indirectly naming one or more
competitors in an ad and usually making a
comparison on one or more specific attributes.

 Factors to be considered in using comparative

advertising
 consumers’ response to the ad - perceptions of credibility
(two sided arguments are better)
 characteristics of the target audience (may confuse the
audience unless they are experts
 company’s position in the market - used by new /smaller
market share brands to position themselves against
established brands/ market leaders
 Market leaders hesitate to use comparison ads as they feel
they have little to gain by showing competitor’s products in
their ads.
Fear Appeals and Message Acceptance

Facilitating effects

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ta Resultant
p
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Level of fear

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R
Pros and Cons of Using Humor
Advantages Disadvantages
 Aids attention and  Does not aid persuasion in
awareness general
 May aid retention of the  May harm recall and
message comprehension
 May harm complex copy
 Creates a positive mood and
registration
enhances persuasion
 May aid name and simple  Does not aid source
copy registration credibility
 May serve as a distracter  Is not effective in bringing
and reduce the level of about sales
counterarguing  May wear out faster
Use of Humor
FAVORABLE TOWARD UNFAVORABLE TOWARD
HUMOR HUMOR
 Creative personnel  Research directors
 Radio and television  Direct mail, newspapers
 Consumer non-durables  Corporate advertising
 Business services  Industrial products
 Products related to the  Goods or services of a
humorous ploy sensitive nature
 Audiences that are:  Audiences that are:
 Younger  Older
 Better educated  Less educated
 Up-scale  Down-scale
 Male  Female
 Professional  Semi- or Unskilled
Channel Factors
 Broad catagories of channels
 Personal channel – salesperson, WOM
 Nonpersonal channels – mass media

 Effects of alternative mass media

 Differences in information processing in the manner and
rate at which information is transmitted and processed by
the message recipient.
 Externally paced media (broadcast media)
 Internally paced (self-paced) media (print, direct mail, Internet)
Channel Factors
 Effects of Context and Environment
 Qualitative media effect - positive or negative influence the
medium may contribute to the message (ad seen in a high
prestige publication)
 Media environment (mood states) Nature of the television
program in which a commercial appears and consumer’s mood
(more receptive when watching an upbeat situation comedy
versus a news program or documentary).

 Clutter - too many messages competing for viewers

and listeners attention is a major concern