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1、 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 messag
2、es. 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 ObjectivesA
3、fter 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 d
4、ownside 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 th
5、is 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
6、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, 2010 South-Western, a part of
7、 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.
8、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 Atte
9、ntion Is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals Involuntary Attention Occurs when attention is captured by the use of attention-gaining techniques rather than by the consumers inherent
10、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
11、. 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 Att
12、ention,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
13、relevance of brand to consumers Increasing consumer curiosity about brand Relevance Methods Appealing to consumers fears Making dramatic presentations Posing rhetorical questions Curiosity Methods Using humor Presenting little information Creating suspense or surprise, 2010 South-Western, a part of
14、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 Goal To provide consumers with opportunities to encode information Promo
15、ting Proper Encoding By: Facilitating the repetition of brand information Reducing 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
16、.8, 2010 South-Western, a part of Cengage Learning. All rights reserved.,919,Ability to Encode Information,The Communicators Goal To increase consumers ability to encode information Promoting Encoding Ability By: Using verbal framing to provide context for consumers in accessing brand-based knowledg
17、e structures Creating knowledge structures to facilitate exempla-based learning Analogies Demonstrations Concretizations, 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 Lear
18、ning. All rights reserved.,921,Consumer Learning and Retrieval of Brand Information,Concretizing Is the idea that it is easier for people to remember and retrieve tangible rather than abstract information Exemplar-based learning is accomplished by using concrete words and examples, 2010 South-Wester
19、n, 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,Endorsements Celebrity endorsers Typical-person endorsers Endorser E
20、ffectiveness Credibility (internalization) Consumers acceptance of the endorsers position on an issue as his or her own Attractiveness (identification) Identifying with the endorser and adopting of the endorsers attitudes, behaviors, interests, or preferences, 2010 South-Western, a part of Cengage L
21、earning. 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
22、 reserved.,926,Endorser Selection Considerations: The “No Tears” Approach,Factors in Selecting Celebrity Endorsers: Celebrity and Audience Matchup Celebrity and Brand Matchup Celebrity Credibility Celebrity Attractiveness Cost Considerations Working Ease or Difficulty Factor Saturation Factor The Tr
23、ouble Factor, 2010 South-Western, a part of Cengage Learning. All rights reserved.,927,Endorser Selection Considerations: The Role of Q Scores,Performer Q (Quotient) Scores Based on representative panel responses to questionnaire: Have you heard of this person? (a measure of familiarity) If so, do y
24、ou 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
25、of Humor in Advertising,Use of Humor in Ads: Attracts attention to ads Can increase recall of ads message points Can elevate liking of ad and ads brand Does not harm comprehension of an ad Does not necessarily increase ads persuasion Does not enhance source credibility Is appropriate for established
26、 products which are already viewed positively Has variable effects on different individuals, audiences, and in different cultures Can 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 S
27、outh-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 mes
28、sage,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 rules Violating standards or beliefs Appeal: Feeli
29、ngs of guilt can be relieved by product Ineffective Guilt Ads If guilt appeal lacks credibility If 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 luret
30、he stopping power role of sex Enhance recall of message points Evoke 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 Appeals Interference with processing of message
31、arguments and reduction in message comprehension Demeaning 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
32、and Symbolic Embeds,Subliminal Defined The presentation of stimuli at a speed or visual level that is below the conscious threshold of awareness Forms of Subliminal Stimulation Visual stimulation using a tachistoscope Accelerated speech in auditory messages Embedding of hidden symbols Does Sublimina
33、l 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 rese
34、rved.,936,The Role of Comparative Advertising,Comparative Advertising Is the practice in which advertisers directly or indirectly compare their products against competitive offerings and claim superiority Varies in the direct explicitness of comparisons Is illegal in some countries, 2010 South-Weste
35、rn, 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,