Advertising Exam 2 Book Notes Chapter 6 Source Message and Channel Factors Persuasion Matrix helps marketers see how each controllable element interacts with the consumer s response process Has two sets of variables Independent variables the controllable components of the communication process Source message channel receiver destination Dependent variables the steps a receiver goes through in being persuaded Message presentation attention comprehension yielding retention behavior Independent Dependent Source the person involved in communicating a marketing message either directly or indirectly Direct Source a spokesperson who delivers a message and or endorses a product or service Indirect Source doesn t actually deliver a message but draws attention to and or enhances the appearance of the ad a model Herbert Kelman developed three basic categories of source attributes credibility attractiveness and power 1 Credibility 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 Two dimensions expertise and trustworthiness Internalization when a receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate PROCESS Sleeper Effect the persuasiveness of a message increases with the passage of time limitation of credible sources 2 Attractiveness encompasses similarity familiarity and likability Similarity a supposed resemblance between the source and the receiver of the message Familiarity knowledge of the source through exposure Likability an affection for the source as a result of physical appearance behavior or other personal traits Identification the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs attitudes preferences or behavior PROCESS 3 Source Power a source has power when he or she can actually administer rewards and punishments to the receiver The source must be perceived as being able to administer positive or negative sanctions to the receiver perceived control The receiver must think the source cares about whether or not the receiver conforms perceived concern The receiver s estimate of the source s ability to observe conformity perceived scrutiny Compliance The receiver accepts the persuasive influence of the source and complies agrees to his or her position in hopes of obtaining a favorable reaction or avoiding punishment PROCESS Primary Effect presenting the strongest arguments at the beginning of the message information presented first is the most effective Recency Effect putting the strong points at the end last arguments presented are most persuasive Many press releases use the pyramid style of writing whereby most of the important information is presented up front to ensure that it is read since editors often cut from the end of articles One Sided Message mentions only positive attributes of benefits effective when the target audience already holds a favorable opinion about the topic and less educated audiences Two Sided Message presents both good and bad points effective when the target audience holds an opposing opinion or is highly educated may enhance the credibility Refutational Appeal special type of two sided message where the communicator presents both sides of an issue and then refutes the opposing viewpoints Since refutational appeals tend to inoculate the target audience against a competitor s counterclaims they are more effective than one sided messages in making consumers resistant to an opposing message Comparative Advertising the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes Fear Appeals used to evoke this emotional response and arouse individuals to take steps to remove the threat Fear an emotional response to a threat that expresses or at least implies some sort of danger High levels of fear can produce inhibiting effects the receiver may emotionally block the message Both the cognitive appraisal of the information in a fear appeal message and the emotional response mediate persuasion Humor appeals are often the best known and best remembered of all advertising messages Wearout the tendency of a television or radio commercial to lose its effectiveness when it is seen and or heard repeatedly environment context Qualitative Media Effect the influence the medium has on a message media Clutter the amount of advertising in a medium Chapter 8 Creative Strategy Planning and Development Creative Strategy determines what the advertising message will say or communicate Creative Tactics how the message strategy will be executed Advertising Creativity the ability to generate fresh unique and appropriate or relevant ideas that can be used as solutions to communication problems Two central determinants of creativity 1 Divergence the extent to which an ad contains elements that is novel different or unusual Robert Smith identified 5 factors that could account for the ways divergence can be achieved in advertising Originality ads that contain elements that are rare surprising or move away from the obvious commonplace Flexibility ads that contain different ideas or switch from one perspective to another Elaboration ads that contain unexpected details or finish and extend basic ideas so they become more intricate complicated or sophisticated Synthesis ads that combine connect or blend normally unrelated objects or ideas Artistic Value ads that contain artistic verbal impressions or attractive shapes and colors 2 Relevance reflects the degree to which the various elements of the ad are meaningful useful or valuable to the consumer Achieved in two ways 1 Ad to Consumer Relevance refers to situations where the ad contains execution elements that 2 Brand to Consumer Relevance refers to situations where the advertised brand of a product or are meaningful to consumers service is of personal interest to consumers James Webb Young s model of the creative process Immersion gathering raw material and information through background research and immersing yourself in the problem Digestion taking the information working it over and wrestling with it in the mind Incubation putting the problems out of your conscious mind and turning them information over to the subconscious to do the work Illumination the birth of an idea the Eureka I have it phenomenon Reality or Verification studying the idea to