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29 Cards in this Set
- Front
- Back
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The Persuasion Matrix
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helps mktrs see how each controllable element interacts w/the consumer's response process
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3 source attributes
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credibility
power attractiveness |
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Credibility
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the extent to which the source is seen as having knowledge, skill, power
and the source is perceived as being: trustworthy, unbiased, objective |
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Source power
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when the source can actually administer rewards and punishment to the receiver.
Diff to apply in ads (non-personal). Can be relevant in personal selling |
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Source attractiveness
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similarity: resemblance btwn the source and recipient
familiarity: knowledge of the source through repeated/prolonged exposure likability: affection for the source resulting from physical appearance, behavior |
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the use of celebrities
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endorsements: celeb agrees to the use of his/her name and image in the promotion of the product (Foreman Grill)
testimonials: celeb, usually an expert w/experience w/the product, attests to its value and worth (Bob dole - viagra) dramatizations: celeb actors/models portray the brand in use during dramatic enactments designed to show the good (Paul Hogan, outback) |
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risks of using celebs
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-celeb may overshadow the product
-celeb may be overexposed, which reduces his credibility -the target audience may not be receptive to celeb endorsers 0the celeb's behavior may pose a risk to the company |
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Meaning movement: from celeb to consumer
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-celebs become equated w/meanings based on the roles they play
-celebs bring their meaning to the ad and product -the meaning is transferred to the consumer who buys the product i.e. lance armstrong, livestrong |
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message structure
order of presentation |
-primacy: info presented 1st is most effective
-recency: putting the strong pts at the end , the last arguments presented are most persuasive conclusion |
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message structure
conclusion drawing |
open ended - without explicit conclusions
closed ended - with conclusions |
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message structure
message sidedness |
one sided-most effective when the target audience already holds a favorable opinion about the topic
two sided-when t audience holds an opposing opinion or is highly educated |
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message structure
refutation |
present two sides and then refute the opposing viewpoint
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message structure
verbal vs. visual |
emotion and image based associations; use pictures when verbal info is low in imagery value
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message appeals
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comparative ads - new brands, politics
fear appeals - fine line; can turn pple off is too scary. social threats (fear of bad breath) anti drug/smoking ads |
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pros of using humor
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aids attention and awareness
may aid: retention name and simply copy registration may serve as a distractor and reduce the lvl of counterarguing |
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Disadvg of using humor
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doesn't aid in general persuasion
may harm: recall and comprehension, complex copy registration doesn't aid in source credibility isn't effective in bringing about sales may wear out faster |
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use of humor +
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creative personnel
radio and tv consumer non-durables business services products rel to the humorous ploy audiences that are: younger, better educated, up-scale, male, professional |
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use of humor -
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research directors
direct mail, newspapers corporate ads industrial products g/s of a sensitive nature audiences: older, less educated, down-scale, female, semi/unskilled |
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personal/non personal channels
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personal: more persuasive
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impact of different forms of mass media
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externally paced media (broadcast)
self paced media (print, direct mail, internet) |
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effects of context and environment
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qualitative media effect - influence medium had on the message
media environment (mood states) |
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clutter
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the amount of advertising in a medium
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Disadvg of using humor
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doesn't aid in general persuasion
may harm: recall and comprehension, complex copy registration doesn't aid in source credibility isn't effective in bringing about sales may wear out faster |
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use of humor +
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creative personnel
radio and tv consumer non-durables business services products rel to the humorous ploy audiences that are: younger, better educated, up-scale, male, professional |
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use of humor -
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research directors
direct mail, newspapers corporate ads industrial products g/s of a sensitive nature audiences: older, less educated, down-scale, female, semi/unskilled |
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personal/non personal channels
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personal: more persuasive
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impact of different forms of mass media
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externally paced media (broadcast)
self paced media (print, direct mail, internet) |
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effects of context and environment
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qualitative media effect - influence medium had on the message
media environment (mood states) |
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clutter
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the amount of advertising in a medium
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