Marketing Communications - Chapter 9 pptx

© 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 Objecves 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 Objecves (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 [...]...Figure 9. 3 Using Novelty to Attract Attention © 2010 South-Western, a part of 9 11 Figure 9. 4 Using Intensity to Attract Attention © 2010 South-Western, a part of 9 12 Figure 9. 5 Using Prominence to Attract Attention © 2010 South-Western, a part of 9 13 Figure 9. 6 Using Motion to Attract Attention © 2010 South-Western, a part of 9 14 Motivation to Process Messages • Enhance... South-Western, a part of 9 19 Figure 9. 9 The Use of Analogy to Create a Knowledge Structure © 2010 South-Western, a part of 9 20 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-Western,... variable effects on different individuals, audiences, and in different cultures  Can be too distracting to receivers © 2010 South-Western, a part of 9 28 Figure 9. 11 The Use of Humor in Magazine Advertising © 2010 South-Western, a part of 9 29 Appeals to Consumer Fears Fear-Appeal Logic Stimulate audience involvement with a message Social Disapproval (Not using the advertised brand) Appropriate Intensity... Exemplar-based learning is accomplished by using concrete words and examples © 2010 South-Western, a part of 9 21 Figure 9. 10 Exemplar-Based Learning with Concretization © 2010 South-Western, a part of 9 22 The Role of Celebrity Endorsers in Advertising • Endorsements  Celebrity endorsers  Typical-person endorsers • Endorser Effectiveness  Credibility (internalization)  Consumer’s acceptance of the... (identification)  Identifying with the endorser and adopting of the endorser’s attitudes, behaviors, interests, or preferences © 2010 South-Western, a part of 9 23 Table 9. 1 Top Endorsement Incomes of American Athletes, 2007 © 2010 South-Western, a part of 9 24 Table 9. 2 The Five Components in the TEARS Model of Endorser Attributes T = Trustworthiness The property of being perceived as honest, believable,... imagery to convey a message © 2010 South-Western, a part of 9 17 Figure 9. 8 Using a Gestalt to Reduce Processing Time © 2010 South-Western, a part of 9 18 Ability to Encode Information • The Communicator’s Goal  To increase consumers ability to encode information • Promoting Encoding Ability By:  Using verbal framing to provide context for consumers in accessing brand-based knowledge structures  Creating... presentations  Posing rhetorical questions • Curiosity Methods  Using humor  Presenting little information  Creating suspense or surprise © 2010 South-Western, a part of 9 15 Figure 9. 7 Using Suspense to Enhance Processing Motivation © 2010 South-Western, a part of 9 16 Opportunity to Encode Information • The Communicator’s Goal  To provide consumers with opportunities to encode information • Promoting Proper... Sex Appeals  Interference with processing of message arguments and reduction in message comprehension  Demeaning to females and males © 2010 South-Western, a part of 9 32 Figure 9. 12 An Appropriate Use of Sex in Advertising © 2010 South-Western, a part of 9 33 Subliminal Messages and Symbolic Embeds • Subliminal Defined  The presentation of stimuli at a speed or visual level that is below the conscious... practical problems prevent embedding from being effective in a realistic marketing context © 2010 South-Western, a part of 9 34 The Functions of Music in Advertising Communication Functions of Music Attracting Attention Promoting a Positive Mood © 2010 South-Western, a part of Increasing Receptivity of Message Communicating Meanings 9 35 The Role of Comparative Advertising • Comparative Advertising  Is... audience) © 2010 South-Western, a part of 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 8 The Trouble Factor © 2010 South-Western, a part of 9 26 Endorser . advertising. Chapter Objecves (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. South-Western, a part of Cengage Learning. All rights reserved. 9 10 An Appeal to Informational Needs Figure 9. 2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9 11 Using. Attract Attention Figure 9. 3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 9 12 Using Intensity to Attract Attention Figure 9. 4 © 2010 South-Western, a part of Cengage