Message Appeals and Endorsers(1).ppt

2010 South-Western,a part of Cengage LearningAll rights reserved.,Message Appeals and Endorsers,CHAPTER 9,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Appreciate the efforts advertisers undertake to enhance the consumers motivation,opportunity,and ability to process ad messages.Describe the role of endorsers in advertising.Explain the requirements for an effective endorser.Appreciate the factors that enter into the endorser-selection decision.Discuss the role of Q Scores in selecting celebrity endorsers.Describe the role of humor in advertising.,Chapter ObjectivesAfter reading this chapter you should be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,92,Explain the logic underlying the use of appeals to fear in advertising.Understand the nature of appeals to guilt in advertising.Discuss the role of sex appeals,including the downside of such usage.Explain the meaning of subliminal messages and symbolic embeds.Appreciate the role of music in advertising.Understand the function of comparative advertising and the considerations that influence the use of this form of advertising.,Chapter Objectives(contd)After reading this chapter you should be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,93,2010 South-Western,a part of Cengage Learning.All rights reserved.,94,Why Only Generalizations About the Creation of Advertising Messages,Why advertising approaches are not effective across all products,services,and situations:Buyer behavior is complex,dynamic,and variable across situationsAdvertisements are themselves highly varied entitiesAdvertising products differ greatly in terms of technological sophistication and ability to involve consumers,2010 South-Western,a part of Cengage Learning.All rights reserved.,95,Enhancing Consumers Motivation,Opportunity,and Ability(MOA)to Process Advertisements,2010 South-Western,a part of Cengage Learning.All rights reserved.,96,Enhancing Consumers Motivation,Opportunity,and Ability to Process Brand Information,Figure 9.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,97,Enhancing Consumers Motivation,Opportunity,and Ability to Process Brand Information(contd),Figure 9.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,98,Motivation to Attend to Messages,Voluntary AttentionIs engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goalsInvoluntary AttentionOccurs when attention is captured by the use of attention-gaining techniques rather than by the consumers inherent interest in the topic at hand.,2010 South-Western,a part of Cengage Learning.All rights reserved.,99,Attracting Voluntary Attention,2010 South-Western,a part of Cengage Learning.All rights reserved.,910,An Appeal to Informational Needs,Figure 9.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,911,Using Novelty to Attract Attention,Figure 9.3,2010 South-Western,a part of Cengage Learning.All rights reserved.,912,Using Intensity to Attract Attention,Figure 9.4,2010 South-Western,a part of Cengage Learning.All rights reserved.,913,Using Prominence to Attract Attention,Figure 9.5,2010 South-Western,a part of Cengage Learning.All rights reserved.,914,Using Motion to Attract Attention,Figure 9.6,2010 South-Western,a part of Cengage Learning.All rights reserved.,915,Motivation to Process Messages,Enhance Consumer Processing Motivation By:Increasing the relevance of brand to consumersIncreasing consumer curiosity about brandRelevance MethodsAppealing to consumers fearsMaking dramatic presentationsPosing rhetorical questionsCuriosity MethodsUsing humorPresenting little informationCreating suspense or surprise,2010 South-Western,a part of Cengage Learning.All rights reserved.,916,Using Suspense to Enhance Processing Motivation,Figure 9.7,2010 South-Western,a part of Cengage Learning.All rights reserved.,917,Opportunity to Encode Information,The Communicators GoalTo provide consumers with opportunities to encode information Promoting Proper Encoding By:Facilitating the repetition of brand informationReducing consumer processing time through the use of pictures and distinct imagery to convey a message,2010 South-Western,a part of Cengage Learning.All rights reserved.,918,Using a Gestalt to ReduceProcessing Time,Figure 9.8,2010 South-Western,a part of Cengage Learning.All rights reserved.,919,Ability to Encode Information,The Communicators GoalTo increase consumers ability to encode informationPromoting Encoding Ability By:Using verbal framing to provide context for consumers in accessing brand-based knowledge structuresCreating knowledge structures to facilitate exempla-based learningAnalogiesDemonstrationsConcretizations,2010 South-Western,a part of Cengage Learning.All rights reserved.,920,The Use of Analogy to Create a Knowledge Structure,Figure 9.9,2010 South-Western,a part of Cengage Learning.All rights reserved.,921,Consumer Learning and Retrieval of Brand Information,ConcretizingIs the idea that it is easier for people to remember and retrieve tangible rather than abstract informationExemplar-based learning is accomplished by using concrete words and examples,2010 South-Western,a part of Cengage Learning.All rights reserved.,922,Exemplar-Based Learning withConcretization,Figure 9.10,2010 South-Western,a part of Cengage Learning.All rights reserved.,923,The Role of Celebrity Endorsers in Advertising,EndorsementsCelebrity endorsersTypical-person endorsersEndorser EffectivenessCredibility(internalization)Consumers acceptance of the endorsers position on an issue as his or her ownAttractiveness(identification)Identifying with the endorser and adopting of the endorsers attitudes,behaviors,interests,or preferences,2010 South-Western,a part of Cengage Learning.All rights reserved.,924,Top Endorsement Incomes of American Athletes,2007,Table 9.1,2010 South-Western,a part of Cengage Learning.All rights reserved.,925,The Five Components in the TEARS Model of Endorser Attributes,Table 9.2,2010 South-Western,a part of Cengage Learning.All rights reserved.,926,Endorser Selection Considerations:The“No Tears”Approach,Factors in Selecting Celebrity Endorsers:Celebrity and Audience MatchupCelebrity and Brand MatchupCelebrity CredibilityCelebrity AttractivenessCost ConsiderationsWorking Ease or Difficulty FactorSaturation FactorThe Trouble Factor,2010 South-Western,a part of Cengage Learning.All rights reserved.,927,Endorser Selection Considerations:The Role of Q Scores,Performer Q(Quotient)ScoresBased on representative panel responses to questionnaire:Have you heard of this person?(a measure of familiarity)If so,do you rate him or her poor,fair,good,very good,or one of your favorites?(a measure of popularity)Calculation of Q Score:Percentage of panel rating performer as favorite Percentage of panel familiar with performer,2010 South-Western,a part of Cengage Learning.All rights reserved.,928,The Role of Humor in Advertising,Use of Humor in Ads:Attracts attention to adsCan increase recall of ads message pointsCan elevate liking of ad and ads brandDoes not harm comprehension of an adDoes not necessarily increase ads persuasionDoes not enhance source credibilityIs appropriate for established products which are already viewed positivelyHas variable effects on different individuals,audiences,and in different culturesCan be too distracting to receivers,2010 South-Western,a part of Cengage Learning.All rights reserved.,929,The Use of Humor in Magazine Advertising,Figure 9.11,2010 South-Western,a part of Cengage Learning.All rights reserved.,930,Appeals to Consumer Fears,Social Disapproval(Not using the advertised brand),Physical Danger(Engaging in unsafe behavior),Consumers Motivation to Avoid Negative Consequences,Fear-Appeal Logic,Stimulate audience involvement with a message,Promoteacceptance ofmessage arguments,Appropriate Intensityof Threat Level,Scarcity:Psychological Reluctance(Fear of losing out),2010 South-Western,a part of Cengage Learning.All rights reserved.,931,Appeals to Consumer Guilt,Guilt:Breaking rulesViolating standards or beliefsAppeal:Feelings of guilt can be relieved by productIneffective Guilt AdsIf guilt appeal lacks credibilityIf ad is perceived as manipulative,2010 South-Western,a part of Cengage Learning.All rights reserved.,932,The Use of Sex in Advertising,What Role Does Sex Play in Advertising?Initial attentional lurethe stopping power role of sex Enhance recall of message pointsEvoke emotional responses such as feelings of arousal or lust.To elicit a positive reaction,sexual content must be appropriately relevant to the subject matter.Potential Downside of Sex AppealsInterference with processing of message arguments and reduction in message comprehensionDemeaning to females and males,2010 South-Western,a part of Cengage Learning.All rights reserved.,933,An Appropriate Use of Sex inAdvertising,Figure 9.12,2010 South-Western,a part of Cengage Learning.All rights reserved.,934,Subliminal Messages and Symbolic Embeds,Subliminal DefinedThe presentation of stimuli at a speed or visual level that is below the conscious threshold of awarenessForms of Subliminal StimulationVisual stimulation using a tachistoscope Accelerated speech in auditory messagesEmbedding of hidden symbolsDoes Subliminal Advertising Work?A variety of practical problems prevent embedding from being effective in a realistic marketing context,2010 South-Western,a part of Cengage Learning.All rights reserved.,935,The Functions of Music in Advertising,2010 South-Western,a part of Cengage Learning.All rights reserved.,936,The Role of Comparative Advertising,Comparative AdvertisingIs the practice in which advertisers directly or indirectly compare their products against competitive offerings and claim superiorityVaries in the direct explicitness of comparisonsIs illegal in some countries,2010 South-Western,a part of Cengage Learning.All rights reserved.,937,Illustration of a Direct Comparison Advertisement,Figure 9.13,2010 South-Western,a part of Cengage Learning.All rights reserved.,938,Illustration of an Indirect Comparison Advertisement,Figure 9.14,2010 South-Western,a part of Cengage Learning.All rights reserved.,939,Is Comparative Advertising More Effective?,2010 South-Western,a part of Cengage Learning.All rights reserved.,940,Considerations Dictating the Use of Comparative Advertising,