Source, Message and Channel Factors

Promotional Planning Elements

Promotional Planning 1
Receiver/ comprehension

2
Channel/ presentation

3
Message/ yielding

4
Source/ attention

Can the receiver comprehend the ad?

Which media will increase presentation?

What type of message will create favorable attitudes?

Who will be effective in getting consumers attention?

The persuasion matrix helps marketers see how each controllable element interacts with the customers response process.

The matrix has two sets of variables. Independent variables are the controllable components of the marketing process and the dependent variables are the steps a receiver goes through in being persuaded. The marketer can choose the person or source who delivers the message, the type of message appeal used, and the channel or medium.

Source, Message, and Channel Factors

are the controllable variables that are part of the communication process. Discussions regarding each of these variables should consider their impact on the various steps of the response hierarchy the message receiver passes through.

Source Attributes and Receiver Processing Modes

Source Attribute Credibility

Process Internalization

Attractiveness

Identification

Power

Compliance

Source is the person or organization involved in communicating a marketing message, either directly or indirectly. Selection of the appropriate source or communicator to deliver a message is an important aspect of communications strategy. Three important attributes are source credibility, attractiveness, and power.

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.

Source Credibility
Knowledge

Source

Skill Expertise Trustworthy

Information

Unbiased
Objective

Experts Lend Authority to an Appeal

Endorsement by Both a Celebrity and an Expert

Source attractiveness
encompasses similarity, familiarity, and likability. Similarity is a supposed resemblance between the source and the receiver of the message. Familiarity refers to knowledge of the source through exposure. Likability is affection for the source as a result of physical appearance, behavior, or other personal traits.

Source Attractiveness

Similarity

Familiarity

Likeability

Resemblance between the source and recipient of the message

Knowledge of the source through repeated or prolonged exposure

Affection for the source resulting from physical appearance, behavior, or other personal traits

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 celebritys behavior may pose a risk to the company

Meaning Movement and the Endorsement Process

Modes of Celebrity Presentation

Endorsements

Identification

Testimonials

Celebrity
Representatives Placements

Dramatizations

Source Power

depends on several factors. A source has power when he or she can actually administer rewards and punishments to the receiver.

Source Power

Perceived control

Source Power

Perceived concern

Perceived scrutiny

Message
not only include the persuasive messages but also include message structure, order of presentation of message arguments, conclusion drawing, message sidedness, refutation, verbal versus visual traits, and message appeals.

Message Appeal Choices

Appeal mostly to the logical, rational minds of consumers

Appeal mostly to the feelings and emotions of consumers

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

Message Appeal Options

Comparative Ads Fear Appeals Humor Appeals

May be especially
useful for new brands

May stress
physical danger or threats to health

They can attract

and hold attention

Often used for

brands with small market share

May identify social

threats: disapproval or rejection

They are often the

best remembered

They put the

consumer in a positive mood

Frequently use in
political advertising

May backfire if the

level of threat is too high

Pros and Cons of Using Humor

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

Cons
Does not aid persuasion in general May harm recall and comprehension May harm complex copy registration Does not aid source credibility

May serve as a distracter, reducing counterarguing

Is not effective in bringing about sales

May wear out faster than non-humorous ads

Channel or Medium
used to deliver the message to the target audience can be classified into two broad categories, personal and nonpersonal media.