Integrated Marketing Communications Chapter 6

Expertise

A communicator seen as knowledgeable - someone with expertise - is more persuasive than one with less expertise

What Level to Use

A low level of fear can have facilitating effects; it attracts attention and interest in the message and may motivate the receiver to act to resolve the threat Increasing the level of fear in a message from low to moderate can result in increased persuasion High levels of fear, however can produce inhibiting effects; the receiver may emotionally block the message by turning it out, perceive it selectively, or denying its arguments outright

Q-Score

A measure of the familiarity and appeal of a celebrity

Presenting the Strongest Arguments at the Beginning of the Message Assumes What?

A primacy effect is operating

Internalization

A process that occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate

Putting the Strong Points at the End Assumes What?

A recency effect

Personal Selling vs. Non-personal Advertising

A sales message is far more flexible, personal and powerful than an advertisement The salesman can adapt their knowledge to the thinking and needs of the customer or prospect at the time of the sales call in real time Advertising message is designed to appeal to a larage number of persons Advertising is static

Source Power

A source has power when he or she can actually administer rewards and punishments to the receiver As a result of this power, the source may be able to induce another person to respond to the request or position he or she is advocating

Fear Appeals

Ads trying to evoke this emotional response and rouse individuals to take steps to remove the threat May stress physical danger or threats to health May identify social threats or threaten disapproval Can backfire if level of threat is too high

Applying Likability: Decorative Models

Advertisers often draw attention to their ads by featuring a physically attractive person who serves as a passive or decorative model rather than as an active communicator The gender appropriateness of the model for the product being advertised and his or her relevance to the product are also important considerations

Humor Appeals Pros

Aids attention and awareness 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

An Indirect way of Using Power is by Using What?

An individual with an authoritative personality as a spokesperson

Using Corporate Leaders as Spokespeople

Another way of enhancing source credibility is to use the company president or chief executive officer as a spokesperson in the firm's advertising

Message Appeal Choices

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

Messages with Explicit Conclusions

Are more easily understood and effective in influencing attitudes

Externally Placed Media

Are more effective for transmitting shorter messages or presenting pictorial information along with words

Independent variables

Are the controllable components of he communication process

Dependent variables

Are the steps a receiver goes through in being persuaded

Receiver/Comprehension

Can the receiver comprehend the ad? Marketers must know their target market to make their messages clear and understandable A less educated person may have more difficulty interpreting a complicated message Jargon may be unfamiliar to some receiver The more marketers know about the target market, the more they see which words, symbols and expressions their customers understand

Culture (Stage 1)

Celebrities draw these powerful 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 Out of these objects, persons and contexts are transferred meanings that can reside in the celebrity

Endorsement (Stage 2)

Celebrity endorsers bring their meanings and image into the ad and transfer them to the product they are endorsing

When a receiver perceives a source as having power, the influence process occurs through a process known as?

Compliance

Source Attribute

Credibility Attractiveness power

Meaning Movement and the Endorsement Process

Culture Endorsement Consumption

The Type of Issue or Topic

Depends on the complexity of the topic

Humor Effectiveness

Depends on the type of product and audience characteristics Humor has been more prevalent and more effective with low-involvement, feeling products than high-involvement, thinking products Product that are not intrinsically humorous, the use of humor in an advertising message is more effective when involvement is relatively low rather than high

Humor Appeals Cons

Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility Not effective in bringing about sales May wear out faster than non-humorous ads

Source Attractiveness

Encompasses similarity, familiarity and likability

High- and low-credibility Sources

Equally effective when arguing for a position opposing their own best interest A very credible source is more effects 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, and such as ource may be even less effective than a moderately credible source when the receiver's initial attitude is favorable

What are the Two Dimensions of Credibility?

Expertise Trustworthiness

How Different Target Audience may Respond

Fear appeals are more effective when the message recipient is self-confident and prefers to cope with dangers rather than avoid them They are also more effective among nonusuers of a product than among users Fear appeal may be better at keeping nonsmokers from starting than persuading smokers to stop

Criticism of Humor Appeals

Funny ads draw people to the humorous situation but distract them from the brand and its attributes Humor can be difficult to produce and some attempts are too subtle for mass audience Humor ads may wear out faster than serious appeals

Learning and Memory

Generally indicates that items presented first and last are remembered better than those presented in the middle A communicator's strongest arguments should be presented early or late in the message but never in the middle

Persuasion Matrix

Helps marketers see how each controllable element interacts with the consumer's response process Independent variables Dependent variables

Limitations of Credible Sources

High- and low-credibility sources Sleeper effect

Before Using Fear Appeals Advertisers need to Consider What?

How fear operates What level to use How different target audiences may respond

Humor Appeals

Humorous ads are often the best known and best remembered of all advertising messages Can attract and hold attention Often the best remembered Puts consumers in a positive mood Distracts the receiver from counterarguing against the message

Source Attractiveness Leads to Persuasion through a Process of What?

Identification

The Influence of a Knoledeable Source will be Lessened if What?

If audience members think he or she is biased or has underlying personal motives for advocating a position (such as being paid to endorse a product)

Wearout may Occur if?

If consumers no longer pay attention to a commercial after several exposures or become annoyed at seeing or hearing an ad multiple times

The Type of Situation

If immediate action is an objective, the message should draw a definite conclusion (political ads for candidates) When immediate impact is not the objective and repeated exposure will give the audience members opportunities to draw their own conclusions, an open-ended message may be used

Familarity Score

Indicates what percentage of people has heard of the person

Primacy Effect

Information presented first is most effective

Personal vs. Nonpersonal Channels

Information received from personal influence channels is generally more persuasive than information received via the mass media

Effects of Context and Environment

Interpretation of an advertising message can be influenced by the context or environment in which the ad appears Qualitative media effect

One of my Favorites Score

Is a n absolute measure of the appeal or popularity of the celebrity

Direct Source

Is a spokesperson who delivers a message and/or endorses a product or service

Similarity

Is a supposed resemblance between the source and the receiver of the message

Likability

Is an affection for the source as a result of physical appearance, behavior, or other personal traits

Fear

Is an emotional response to a threat that expresses, or at least implies, some sort of danger

Credibility

Is 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

Qualitative Media Effect

Is the influence the medium has on a message The image of the media vehicle can affect reactions to the message

Comparative Advertising

Is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes Especially useful for new brands Often used for brands with small market share Used often in political advertising

Identification

Is where the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preference, or behavior Does not usually integrate information from an attractive source into the receiver's belief system The receiver may maintain the attitudinal position or behavior only as long as it is supported by the source or the source remains attractive

Self-Placed Media

Make it easier for the message recipient to process a long, complex message

Verbal vs. Visual Messages

Many ads provide minimal amounts of information and rely on visual elements to communicate Pictures are commonly used in advertising to convey information or reinforce copy or message claims Both the verbal and visual portions of an ad influence the way the advertising message is processed

Using Corporate Leaders as Spokespeople Cont.

Many companies believe the use of their president or CEO is the ultimate expression of the company's commitment to quality and customer service For some firms, the use of a president or CEO in their ads can help create an identity and personality for the company and/or brand

Implications of Using celebrity Endorsers

Marketers must first decide on the image or symbolic meanings important to the target audience for the particular product, service, or company They must then determine which celebrity best represents the mean An advertising campaign must be designed that captures that meaning in the product and moves it to the consumer ing or image to be projected

Conclusion Drawing

Marketing communicators must decide whether their messages should explicity draw a firm conclusion or allow recivers to draw their own clucsions

Choosing a Celebrity Endorser

Match with audience Match with product Image Cost Trust Risk Familiarity Likability

Source

Means the person involved in a communicating a marketing message, either directly or indirectly

One-Sided Message

Mentions only positive attributes or benefits Are most effective when the target audience already holds a favorable opinion about the topic Work better with a less educated audience

The Target Audience

More highly educated people prefer to draw their own conlusions and may be annoyed at an attempt to explain the obvious or to draw an inference for them Stating the conclusion may be necessary for a less educated audience, who may not draw any conclusion or may make an incorrect inference from the message For highly personal or ego-involving issues, message recipients may want to make up their own minds and resent any attempts by the communicator to draw a conclusion

Self-Placed Media Types

Newspapers Magazines Direct Mail Internet

Message Sideness

One-sided message Two-sided message

Effective Sales Presenations

Open and close with strong selling points and bury weaker arguments in the middle

Message Structure

Order of Presentation Conclusion drawing Message sideness Refutation Verbal versus visual message characteristics

Source Power Factors which Contribute to Compliance

Perceived control Perceive concern Perceived scrutiny

Sleeper Effect

Persuasiveness increases over time The immediate impact of a persuasive message may be inhibited because of its association with a low-credibility source But with time, the association of the message with the source diminishes and the receiver's attentions focuses more on favorable information, resulting in more support

If the target audience is opposed to the communicator's position

Presenting strong points first can reduce the level of counterarguing Putting weak arguments first might lead to such a high level of counterarguing that strong arguments that followed would not be believed

Two-Sided Message

Presents both good and bad points Are more effective when the target audience holds an opposing opinion or is highly educated May enhance the credibility of the source

Q-Score Formula

Q-Score = The percent of those who say "one of my favorites" / by the percent who have heard of him/her

Externally Placed Media Types

Radio Television

Familiarity

Refers to knowledge of the source through exposure

Wearout

Refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly

Indirect Source

Say a model, doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad

Order of Presentation

Should the most important message points be placed at the beginning of the message, in the middle, or at the end?

What are the Two Source Characteristics Marketers Seek when Choosing a Communicator?

Similarity Likability

Applying Expertise

Spokespeople are often chose because of their knowledge, experience, and expertise in a particular product or service area Endorsements from individuals or groups recognized as experts, such as doctors or dentists, are also common in advertising

When the target audience is predisposed toward the communicator's position or is highly interested in the issue or product

Strong arguments can be saved for the end of the message This may result in a more favorable opinion as well as better retention of the information

Strong Arguments Work Best at?

The beginning of the message if the audience is not interested in the topic, so they can arouse interest in the message

Advertising Risks of Using Celebrities

The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing 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 Companies return on investment in sales from using a celebrity

Refutation Appeal

The communicator presents both sides of an issue and then refutes the opposing viewpoint Are useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism

4 Cognitive Appraisal Processes Mediate the Individual's Response to the Threat

The information available regarding the severity of the perceived threat The perceived probability that the threat will occur THe perceived ability of a coping behavior to remove the threat The individual's perceived ability to carry out the coping behavior

Recency Effect

The last arguments presented are most persuasive

Advertisers Design Ads in Which the Visual Portion is Incongruent with or Contradicts the Verbal Information Presented

The logic behind this strategy is that the use of an unexpected picture or visual image will grab consumers' attention and get them to engage in more effortful or elaborative processing

Consumption (Stage 3)

The meanings the celebrity has given to the product are transferred to the consumer

Compliance

The receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment

Perceived Concern

The receiver must think the source cares about whether or not the receiver conforms

Perceived Scruitny

The receiver's estimate of the source's ability to observe conformity is also important

How Fear Operates

The relationships between the level of fear in a message and acceptance or persuasion is curvilinear This means that message acceptance increases as the amount of fear used rises - to a point Beyond that point, acceptance decreases as the level of fear rises

Trustworthiness

The source also has to be trustworthy - honest, ethical and believable

Perceived Control

The source must be perceived as being able to administer positve or negative sanctions to the receiver

Effectiveness of Conclusion Drawing May Depend on What?

The target audience The type of issue or topic The nature of the situation

Ads using Fear Appeals Should Give What?

The target audience infomration about the severity of the threat The probability of its occurrence The effectiveness of a coping response The ease with which the response can be implemented

Message/Yielding

What type of message will create favorable attitudes or feelings? Marketers generally try to create agreeable messages that lead to positive feelings toward the product or service Humorous messages often put consumers in a good mood and evoke positive feelings that may become associated with the brand being advertised

When are Celebrity Spokespeople Most effective?

When they are knowledgeable, experienced, and qualified to talk about the product they are endorsing

Using Images in an Ad

When verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of product attributes However, when the verbal information was already high in imagery value, the addition of pictures did not increase recall Advertisers often design ads where the visual image supports the verbal appeal to create a compelling impression in the consumer's mind

Channel/Presentation

Which media will increase presentation? A top-rated, prime-time TV program is seen by nearly 12 million households each week

Source/Attention

Who will be effective in getting consumers' attention? The large number of ads we are bombarded with every day makes it difficult for advertisers to break through the clutter Marketers deal with this problem by using sources who will attract the target audience's attention - actors, athletes, rock stars, or attractive models