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Chapter006
1.
Source, Message and
Channel Factors © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
2.
The Persuasion Matrix
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
3.
Promotional Planning Elements
Receiver/ comprehension Channel/ presentation Message/ yielding © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Promotional Planning Who will be effective in getting consumersâ attention? Source/ attention 4 Receiver/ comprehension Can the receiver comprehend the ad? 1 Which media will increase presentation? Channel/ presentation 2 What type of message will create favorable attitudes? Message/ yielding 3
4.
Source Attributes and
Receiver Processing Modes Credibility Attractiveness Power © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Attribute Process Internalization Identification Compliance Credibility Internalization Attractiveness Identification
5.
Source Credibility Unbiased
Trustworthy Expertise Skill Knowledge © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Information Skill Knowledge Expertise Unbiased Trustworthy Objective
6.
Experts Lend Authority
to an Appeal © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
7.
Endorsement by Both
a Celebrity and an Expert © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
8.
Source Attractiveness ©
2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Similarity Familiarity Resemblance between the source and recipient of the message Similarity Knowledge of the source through repeated or prolonged exposure Familiarity Affection for the source resulting from physical appearance, behavior, or other personal traits Likeability
9.
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process. A) expertise; yielding B) expertise; identification C) power; identification D) attractiveness; identification E) attractiveness; internalization
10.
Risks of Using
Celebrities The celebrity may overshadow the product being endorsed The celebrity may overshadow the product being endorsed © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The celebrityâs behavior may pose a risk to the company The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility
11.
Meaning Movement and
the Endorsement Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
12.
Energy and Power
- In the Athlete and in the Product © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
13.
Yao Ming is
a Popular Endorser in China © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
14.
Modes of Celebrity
Presentation Representatives Dramatizations Placements Testimonials Endorsements © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Celebrity Endorsements Dramatizations Testimonials Placements Identification Representatives
15.
Undermining the Traditional
Approach © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
16.
Source Power Perceived
control Perceived concern © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Source Power Perceived control Perceived concern Perceived scrutiny
17.
Recall and Presentation
Order © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Recall Beginning Middle End
18.
Buckleyâs Uses a
Two-sided Message To Advertise Its Cough Syrup © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
19.
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The campaign centered around the theme, âPork, the Other White Meatâ is designed to show consumers that pork is not all fat as some people think. These ads trying to convince consumers pork is as lean as chicken use: A) conclusion drawing B) a fear appeal C) a refutational appeal D) a humorous appeal E) an affective conclusion
20.
Message Appeal Choices
Appeal mostly to the logical, rational minds of consumers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Appeal mostly to the feelings and emotions of consumers Appeal to both the logical, rational minds of consumers and to their feelings and emotions
21.
22.
Miller Lite Used
Comparative Advertising To Take on Bud Light © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
23.
Fear Appeals and
Message Acceptance © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
24.
Threat Plus Solution
Gently Persuades © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
25.
Pros and Cons
of Using Humor © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Does not aid persuasion in general Aids attention and awareness Pros Cons May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales May wear out faster than non-humorous ads May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counterarguing Does not aid persuasion in general Aids attention and awareness May harm recall and comprehension May harm complex copy registration Does not aid source credibility Is not effective in bringing about sales May aid retention of the message Creates a positive mood and enhances persuasion May aid name and simple copy registration May serve as a distracter, reducing counterarguing
26.
Clever Execution of
Humor in a Print Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
27.
28.
29.
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin An ad for Snorestop Extinguisher, a nose spray for eliminating snoring has the headline, âWife shoots husband and rests in peace.â This ad uses _____ to attract attention and convey a key selling point. A) a two-sided message approach B) a humor appeal C) comparative advertising D) a refutational appeal E) a primacy appeal
30.
31.
The Image of
a Magazine Can Enhance an Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Hinweis der Redaktion
Chapter Six Source, Message and Channel Factors © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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