Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message,. | Chapter 6 Source, Message, and Channel Factors Figure - The Persuasion Matrix Decisions Evaluated with the Persuasion Matrix 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? Source Person involved in communicating a marketing message Direct source - Delivers a message and/or endorses a product or service Indirect source - Draws attention to and enhances the appearance of an ad Figure - Source Attributes and Receiver Processing Modes Skill Knowledge Expertise Unbiased Trustworthy Objective Unbiased Trustworthy Expertise Skill Knowledge Source Credibility Source Information Source Attractiveness Resemblance between the source and recipient of the message Similarity Knowledge of the source through repeated or prolonged exposure Familiarity Affection for the source resulting from physical appearance, behavior, or other personal traits Likeability Similarity Familiarity Trust Risk Familiarity Likability Choosing a Celebrity Endorser Factors Match w/audience Match w/product Image Cost/ROI The celebrity’s behavior may pose a risk to the company The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The celebrity may overshadow the product being endorsed The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The celebrity may overshadow the product being endorsed Risks of Using Celebrities Figure - Meaning Movement and the Endorsement Process Perceived control Perceived concern Perceived scrutiny Perceived control Perceived concern Source Power Source Power Message Factors Order of presentation Conclusion drawing . | Chapter 6 Source, Message, and Channel Factors Figure - The Persuasion Matrix Decisions Evaluated with the Persuasion Matrix 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? Source Person involved in communicating a marketing message Direct source - Delivers a message and/or endorses a product or service Indirect source - Draws attention to and enhances the appearance of an ad Figure - Source Attributes and Receiver Processing Modes Skill Knowledge Expertise Unbiased Trustworthy Objective Unbiased Trustworthy Expertise Skill Knowledge Source Credibility Source Information Source Attractiveness Resemblance between the source and recipient of the message Similarity Knowledge of the source through repeated or .
