1. Đánh giá cao nỗ lực của các nhà quảng cáo cam kết tăng cường động lực của người tiêu dùng, cơ hội, và khả năng xử lý tin nhắn quảng cáo. 2. Mô tả vai trò của endorsers trong quảng cáo. 3. Giải thích các yêu cầu cho một ký hậu có hiệu quả. | Message Appeals and Endorsers CHAPTER 9 Appreciate the efforts advertisers undertake to enhance the consumer’s 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 Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 9– © 2010 South-Western, a part of Cengage Learning. All rights reserved. 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 | Message Appeals and Endorsers CHAPTER 9 Appreciate the efforts advertisers undertake to enhance the consumer’s 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 Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 9– © 2010 South-Western, a part of Cengage Learning. All rights reserved. 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 (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9– 9– © 2010 South-Western, a part of Cengage Learning. All rights reserved. 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 situations Advertisements are themselves highly varied entities Advertising products differ greatly in terms of technological sophistication and ability to involve consumers 9– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Enhancing Consumers’ Motivation, Opportunity, and Ability (MOA) to Process Advertisements Consumer Characteristics (MOA Factors) Brand Strength Choice of Influence Strategy 9– © .
