4. Communications Channels
Personal
Selling
Personal
Channels
Word of
Mouth
Print
Media
Nonpersonal
Channels
Broadcast
Media
5. Self versus External Paced Media
Self-Paced Externally Paced
Media Media
• Newspapers • Radio
• Magazines • Television
vs.
• Direct Mail
• Internet
6. Successful Communication
Select an appropriate source
Develop a properly encoded message
Select the appropriate channel for the target
audience
Receive feedback
8. Promotional Planning Elements
Promotional Planning
1 2 3 4
Receiver/ Channel/ Message/ Source/
comprehension presentation yielding attention
Can the Which media What type of Who will be
receiver will increase message will effective in
comprehend presentation? create getting
the ad? favorable consumers’
attitudes? attention?
9. Source Attributes and Receiver
Processing Modes
Source Attribute Process
Credibility Internalization
Attractiveness Identification
Power Compliance
11. Source Attractiveness
Similarity Familiarity Likeability
Resemblance Knowledge of the Affection for the
between the source through source resulting
source and repeated or from physical
recipient of the prolonged appearance,
message exposure behavior, or other
personal traits
13. Source Power
Perceived control
Source Power Perceived concern
Perceived scrutiny
14. There are many forms of message encoding
Encoding
Verbal Graphic Musical Animation
• Spoken • Pictures • Arrange- • Action/
Word ment Motion
• Drawings
• Written • Instrum- • Pace/
Word • Charts entation Speed
• Song • Voices • Shape/
Lyrics Form
15. Message Appeal Choices
Appeal mostly to the Appeal mostly to the
logical, rational minds feelings and emotions
of consumers of consumers
Appeal to both the logical, rational
minds of consumers and to their
feelings and emotions
Relation to text This material relates to material on pp. 157-159 of the text which discusses the Elaboration Likelihood Model. Summary Overview This slide shows an ad for Gillette Right Guard Clear Stick and Clear Gel deodorant featuring former NBA basketball star Scottie Pippen. It contains several positive peripheral cues including the use of a popular celebrity endorser and excellent visual imagery. Gillette used Pippen as an endorser for Right Guard for a number of years when he and Michael Jordan were the star players on the Chicago Bulls basketball team that won five NBA championships during the 1990s. Use of this slide This slide can be used to show an example of an ad that might result in attitude change through a peripheral route to persuasion. The celebrity endorser and visual imagery might serve as peripheral cues and help consumers form a positive attitude toward the brand even if they do not process the message portion of the ad.
Relation to text This slide relates to material on pp. 155-157 of the text. Summary Overview This slide shows the three basic categories of cognitive responses. These are: Product/message thoughts – directed at the product or service and/or claims being made in the communication. These types of thoughts include: Counterarguments – thoughts the recipient has that are opposed to the position taken in the message Support arguments – thoughts that affirm or support the claims made in the message Source-oriented thoughts – directed at the source of the communication and include: Source derogations – negative thoughts about the spokesperson or organization making the claims Source bolsters – favorable thoughts about the spokesperson or organization making the claims Ad execution thoughts – thoughts about the ad itself, including execution factors such as creativity, quality, colors, or voice tones. Affect/attitude toward the ad represents the receivers’ feeling of favorability or unfavorability toward the ad. Use of this slide This slide can be used to further explain the cognitive response model by providing examples of the three categories of thoughts that might occur in reaction to an advertising message.
