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6 Source, Message, and Channel Factors McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed Source Attributes & Receiver Processing Modes 6-2 Source Credibility Ethical Knowledgeable Skillful Trustworthy Source Believable Experienced Unbiased Honest 6-3 Experts Lend Authority to an Appeal 6-4 Corporate Leaders as Spokespeople 6-5 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 personal traits 6-6 Top Celebrity Endorsers • Top male endorsers • • • • Tiger Woods Phil Mickelson LeBron James Michael Jordan • Top female endorses • • • • • Maria Sharapova Jennifer Lopez Jessica Simpson Venus/Serena Williams Michele Wie 6-7 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 6-8 Meaning Movement & Endorsements 6-9 Kelly Ripa: The “Do-it-All” Woman 6-10 Choosing a Celebrity Endorser Match w/audience Trust Match w/product Risk Factors Image Familiarity Cost Likability 6-11 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 Armstrong 6-12 Applying Likability: Decorative Models 6-13 Source Power Perceived control Perceived concern Perceived scrutiny Compliance 6-14 Clint Eastwood: Source Power 6-15 Buckley’s Uses a Two-Sided Message 6-16 An Ad Using a Refutation Appeal High-Fructose Corn Syrup People. . . 6-17 Message Appeal Choices Appeal to the logical, rational minds of consumers Appeal to the feelings and emotions of consumers Appeal to both 6-18 Message Appeal Options Comparative Ads • Especially useful for new brands • Often used for brands with small market share • Used often in political advertising Fear Appeals • May stress physical danger or threats to health • May identify social threats • Can backfire if level of threat is too high Humor Appeals • Can attract and hold attention • Often the best remembered • Puts consumers in a positive mood 6-19 XM-Radio Spokesperson: • Willie Nelson • Is he a good spokesperson? • Depends on the product. . . 6-20 Sorrell Ridge uses a comparative ad Consumers dislike them Perceive them to be untrustworthy However, they work. 6-21 Fear Appeals and Message Acceptance 6-22 Humor Appeals Pros Cons Aids attention and awareness Does not aid persuasion in general May aid retention of the message May harm recall and comprehension Creates a positive mood and enhances persuasion May harm complex copy registration May aid name and simple copy registration Does not aid source credibility May serve as a distracter, reducing counterarguing Not effective in bringing about sales May wear out faster than non-humorous ads 6-23 Humor in Print Media 6-24