Source, Message and Channel Factors

1
Chapter 6

• Source, Message and Channel Factors

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Types of Sources

• Direct who _______ the message or ______ the
  product
  
• Indirect _____ who draws attention
• None
• Implied as ________________

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3 Important Attributes of a Source (C.A.M.)

• C
• A
• M

4
Source Credibility

• The extend to which the source is seen as
  having
  
• And the information is seen to be

5
Source Attractiveness

• Similarity
• ______________ between source and receiver
• Familiarity
• Receiver has _________ of source through repeated
  __________
  
• Likeability
• ___________ for source resulting from physical
  appearance, behavior, etc

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MEANINGFULNESS
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Source Attributes andReceiver Processing Modes
Receiver Process
Source attribute
8
The Use of Celebrities

• Endorsements
• Celeb agrees to ____________________
• Testimonials
• Celeb (expert) _________ to product value/worth
• Placements
• Brand is ___________________

9
The Use of Celebrities

• Dramatizations
• Celeb portray brand in use _______________________
  _________
  
• Representatives
• Celeb agrees to be a spokesperson through
  __________________________________
  
• Identification
• Celeb introduces ________________ using their
  name as brand name

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Risks in Using Celebrities

• Overshadow the Product
• Overexposure
• Target Audience Receptivity
• Unpredictability

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MESSAGE

• Not just content, but also
• How it is __________, and
• What type of message ________

12
Message Structure

• Presentation Order
• Conclusion Drawing
• Message Sidedness

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Message Recall and Presentation Order
Recall
Beginning
Middle
End
14
Strongest Argument - First or Last?

• If target is opposed to the message?
• If audience is not very interested?
• Otherwise, strongest ______ seems to work best

15
Conclusion Drawing

• Choices
• A Firm conclusion
• B Allow receiver to draw
• Scenarios
• More educated group?
• Highly personal issue?
• Want an immediate effect?
• Want more long-term effect?

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Message Sidedness

• Choices
• A One-sided
• B Two-sided ( / -)
• Scenarios
• Audience holds opposing view?
• Highly educated audience?
• Most advertising?

17
Message Appeals

• Rational/Logical
• Emotional

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Comparative Advertising

• Directly/indirectly name competitors in ad
• Useful for ____________
• _________ against other known brands
• Promote distinctive ______________
• Useful for brands w/ ___________________
• Im an alternative
• ____________ for market leaders
• Usually just promote ______________________
• Usually wont even ___________

19
Fear Appeals and Message Acceptance
Acceptance
Level of fear
Rejection
20
Use of Humor

• Aids ________ and ___________
• May harm ______ and ___________
• Likely aid in _____________
• Likely harm _____________
• May aid ____________
• Does not aid ___________ (not by itself)
• Creates _______________, enhancing persuasion
• Does not aid source _____________
• Does not aid in bringing about _____

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Channel Factors

• Personal
• Nonpersonal (just the opposite)
• Print
• Broadcast
• Maybe get attention w/ __________ and use _____
  for the details

22
Channel Factors

• Clutter
• ___ of average magazine pages contain ads
• __ of TV time is commercials
• _____ minutes/hour on radio is commercials
• Key How do you ________________________________