tài liệu truyền thông - chap13 - thông báo khiếu nại và endorsers

© 2010 South-Western, a part of Cengage Learning All rights reserved. PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition Message Appeals and Endorsers CHAPTER 9 1. Appreciate the efforts advertisers undertake to enhance the consumer’s motivation, opportunity, and ability to process ad messages. 2. Describe the role of endorsers in advertising. 3. Explain the requirements for an effective endorser. 4. Appreciate the factors that enter into the endorser- selection decision. 5. Discuss the role of Q Scores in selecting celebrity endorsers. 6. 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. 9–2 7. Explain the logic underlying the use of appeals to fear in advertising. 8. Understand the nature of appeals to guilt in advertising. 9. Discuss the role of sex appeals, including the downside of such usage. 10. Explain the meaning of subliminal messages and symbolic embeds. 11. Appreciate the role of music in advertising. 12. 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. 9–3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–4 Why Only Generalizations About the Why Only Generalizations About the Creation of Advertising Messages Creation of Advertising Messages • Why advertising approaches are not effective Why advertising approaches are not effective across all products, services, and situations: across all products, services, and situations:  Buyer behavior is complex, dynamic, and variable Buyer behavior is complex, dynamic, and variable across situations across situations  Advertisements are themselves highly varied entities Advertisements are themselves highly varied entities  Advertising products differ greatly in terms of Advertising products differ greatly in terms of technological sophistication and ability to involve technological sophistication and ability to involve consumers consumers © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–5 Enhancing Consumers’ Enhancing Consumers’ Motivation, Opportunity, and Ability (MOA) Motivation, Opportunity, and Ability (MOA) to Process Advertisements to Process Advertisements Consumer Characteristics (MOA Factors) Brand Strength Choice of Influence Strategy © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–6 Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Brand Information Figure 9.1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–7 Enhancing Consumers’ Motivation, Opportunity, and Ability to Process Brand Information (cont’d) Figure 9.1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–8 Motivation to Attend to Messages Motivation to Attend to Messages • Voluntary Attention Voluntary Attention  Is engaged when consumers devote attention to an Is engaged when consumers devote attention to an advertisement or other marcom message that is advertisement or other marcom message that is perceived as perceived as relevant relevant to their current purchase- to their current purchase- related goals related goals • Involuntary Attention Involuntary Attention  Occurs when attention is captured by the use of Occurs when attention is captured by the use of attention-gaining techniques rather than by the attention-gaining techniques rather than by the consumer’s inherent interest in the topic at hand. consumer’s inherent interest in the topic at hand. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–9 Attracting Voluntary Attention Attracting Voluntary Attention Appeals to Informational and Hedonic Needs Use of Intense or Prominent Cues Use of Novel Stimuli Use of Motion How Marcom Messages Attract Attention © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–10 An Appeal to Informational Needs Figure 9.2 [...]... information  Exemplar-based learning is accomplished by using concrete words and examples © 2010 South-Western, a part of Cengage Learning All rights reserved 9–21 Figure 9.10 Exemplar-Based Learning with Concretization © 2010 South-Western, a part of Cengage Learning All rights reserved 9–22 The Role of Celebrity Endorsers in Advertising • Endorsements  Celebrity endorsers  Typical-person endorsers • Endorser... Attention © 2010 South-Western, a part of Cengage Learning All rights reserved 9–11 Figure 9.4 Using Intensity to Attract Attention © 2010 South-Western, a part of Cengage Learning All rights reserved 9–12 Figure 9.5 Using Prominence to Attract Attention © 2010 South-Western, a part of Cengage Learning All rights reserved 9–13 Figure 9.6 Using Motion to Attract Attention © 2010 South-Western, a part of... framing to provide context for consumers in accessing brand-based knowledge structures  Creating knowledge structures to facilitate exemplabased learning    Analogies Demonstrations Concretizations © 2010 South-Western, a part of Cengage Learning All rights reserved 9–19 Figure 9.9 The Use of Analogy to Create a Knowledge Structure © 2010 South-Western, a part of Cengage Learning All rights reserved... audience) © 2010 South-Western, a part of Cengage Learning All rights reserved 9–25 Endorser Selection Considerations: The “No Tears” Approach • Factors in Selecting Celebrity Endorsers: 1 Celebrity and Audience Matchup 2 Celebrity and Brand Matchup 3 Celebrity Credibility 4 Celebrity Attractiveness 5 Cost Considerations 6 Working Ease or Difficulty Factor 7 Saturation Factor © 2010 South-Western, a part... effects on different individuals, audiences, and in part of © 2010 South-Western, a different cultures  Can be too distracting Cengage Learning All rights to receivers reserved 9–28 Figure 9.11 The Use of Humor in Magazine Advertising © 2010 South-Western, a part of Cengage Learning All rights reserved 9–29 Appeals to Consumer Fears Fear-Appeal Logic Stimulate audience involvement with a message Social... (identification)  Identifying with the endorser and adopting of the endorser’s attitudes, behaviors, interests, or preferences © 2010 South-Western, a part of Cengage Learning All rights reserved 9–23 Table 9.1 Top Endorsement Incomes of American Athletes, 2007 © 2010 South-Western, a part of Cengage Learning All rights reserved 9–24 Table 9.2 The Five Components in the TEARS Model of Endorser Attributes... presentations  Posing rhetorical questions • Curiosity Methods  Using humor  Presenting little information © 2010 South-Western, a part of  Creating suspense or surprise Cengage Learning All rights reserved 9–15 Figure 9.7 Using Suspense to Enhance Processing Motivation © 2010 South-Western, a part of Cengage Learning All rights reserved 9–16 Opportunity to Encode Information • The Communicator’s Goal... 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 9–17 Figure 9.8 Using a Gestalt to Reduce Processing Time © 2010 South-Western, a part of Cengage Learning All rights reserved 9–18 Ability to Encode Information • The Communicator’s Goal  To increase consumers... Reluctance (Fear of losing out) © 2010 South-Western, a part of Cengage Learning All rights reserved 9–30 Appeals to Consumer Guilt • Guilt:  Breaking rules  Violating standards or beliefs • Appeal:  Feelings 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... Downside of Sex Appeals  Interference with processing of message arguments and reduction in message comprehension © 2010 South-Western, a part of  Demeaning to females and males Cengage Learning All rights reserved 9–32 Figure 9.12 An Appropriate Use of Sex in Advertising © 2010 South-Western, a part of Cengage Learning All rights reserved 9–33 Subliminal Messages and Symbolic Embeds • Subliminal Defined . consumers in accessing brand-based knowledge consumers in accessing brand-based knowledge structures structures  Creating knowledge structures to facilitate exempla- Creating knowledge structures. messages. 2. Describe the role of endorsers in advertising. 3. Explain the requirements for an effective endorser. 4. Appreciate the factors that enter into the endorser- selection decision. 5. Discuss. Scores in selecting celebrity endorsers. 6. 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