Ch06
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Chapter 6 Source, Message, and Channel Factors
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Source Attributes and Receiver Processing Modes Source Attribute
Credibility Attractiveness Power
Irwin/McGraw-Hill
Process Internalization
Identification Compliance
The McGraw-Hill Companies, Inc., 1998
Slide 6-1 Figure 6-3
Factors to Consider when Using Celebrities • • • •
Overshadowing the product Overexposure Audience receptivity Risk to the advertiser
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 6-2
Ad Message Recall as a Function of Order of Presentation Order of Presentation
Recall
Beginning
Irwin/McGraw-Hill
Middle
End
© The McGraw-Hill Companies, Inc., 1998
Slide 6-3 Figure 6-6
Factors to Consider when Using Comparative Ads • Consumers' response to the ad • Perceptions of credibility • Characteristics of the target audience • The company's position in the market Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 6-4
Relationship between Fear Levels and Message Acceptance Facilitating effects Resultant nonmonotonic curve
Acceptance of message
High
Inhibiting effects
Level of Fear Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 6-5 Figure 6-7
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Source Attributes and Receiver Processing Modes Source Attribute
Credibility Attractiveness Power
Irwin/McGraw-Hill
Process Internalization
Identification Compliance
The McGraw-Hill Companies, Inc., 1998
Slide 6-1 Figure 6-3
Factors to Consider when Using Celebrities • • • •
Overshadowing the product Overexposure Audience receptivity Risk to the advertiser
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 6-2
Ad Message Recall as a Function of Order of Presentation Order of Presentation
Recall
Beginning
Irwin/McGraw-Hill
Middle
End
© The McGraw-Hill Companies, Inc., 1998
Slide 6-3 Figure 6-6
Factors to Consider when Using Comparative Ads • Consumers' response to the ad • Perceptions of credibility • Characteristics of the target audience • The company's position in the market Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 6-4
Relationship between Fear Levels and Message Acceptance Facilitating effects Resultant nonmonotonic curve
Acceptance of message
High
Inhibiting effects
Level of Fear Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide 6-5 Figure 6-7
