Source, message and channel factors

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Nowadays, we will find that the ad maker have tried to use source, message and channels that connects with the targeted audience in the most effective manner even though it means shying away from the conventional way of using these controllable variables of communication system.

We will be looking at three things in detail:

·       Sources -> How they influence reactions to promotional messages and why one type of communicator is effective than another

·       Messages -> How structure and type of appeal influence its effectiveness

·       Channel -> How factors relate to channel or medium affect the communication process

Promotional Planning through PERSUASION MATRIX

The persuasion matrix helps assess the effect of controllable communication decisions on the consumer’s response process

·       Receiver/ Comprehension -> Can the receiver comprehend the ad?

·       Channel/ presentation -> Which media will increase presentation?

·       Message/ yielding -> What type of message will create favorable attitudes or feelings?

·       Source/ attention -> Who will be effective in getting consumers’ attention?

  

SOURCES

SOURCE FACTORS

Person involved in communicating a marketing message, either directly or indirectly 

Celebrity endorsement

SOURCE ATTRIBUTE & RECEIVER PROCESSING MODES

SOURCE CREDIBILITY

Two important dimensions

·       Expertise

·       Trustworthiness

SOURCE ATTRACTIVENESS

·       Similarity (Relevant to me/ my life)

·       Familiarity (knowledge of source through exposure)

·       Likability (Celebrities)

CELEBRITIES

USE OF CELEBRITIES

·       Endorsements: The celebrity, whether an expert or not, merely 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 

MESSAGES

MESSAGE FACTORS

·       Message Structure

·       Order of presentation (primacy vs. recency): For Strongest Arguments

·       Conclusion Drawing (open vs. closed end): Explicit conclusions easily understood. High educated andegoistic: Open preferred

·       Message sidedness (one vs. two-sided): Only +ve vs Good/Bad points

·       Refutation: Both sides of issue presented, then refutes the opposing view point

·       Verbal vs. visual

MESSAGE RECALL ANDPRESENTATION ORDER 

·       Research on learning and memory generally indicates that items presentedfirst and last are remembered better than those presented in the middle

·       Think about the last TVC you saw - what all do you remember?

·       One of the reasons why product shot is towards the end of a commercialalong with a sign-off message/ brand logo

   

Ad message recall as a function of order of presentation

MESSAGE FACTORS

·       Message Appeals

·       Comparative Advertising

·       Fear Appeals

·       Humor Appeals

FEAR APPEAL AND MESSAGE ACCEPTANCE

PROS AND CONS OF USING HUMOR

Advantages

·       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 and reduce the level of counter arguing

Disadvantages

·       Does not aid persuasion in general

·       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

CHANNELS

CHANNEL FACTORS

·       Personal versus non personal channels

·       Effects of alternative mass media

o   Externally paced media (broadcast)

o   Internally paced media (print, direct mail, Internet)

·       Effects of Context and Environment

o   Qualitative media effect

o   Media environment (mood states)

·       Clutter

The context in which an ad appears and the reception environment are important factors to consider in the selection of mass media. Clutter has become a serious problem for advertisers, particularly on TV, where commercials have become shorter and more numerous