Chapter Eleven Selecting Message Appeals and Picking Endorsers

Chapter Eleven Selecting Message Appeals and Picking Endorsers 2007 Thomson South-Western

Chapter Eleven Objectives • Appreciate the efforts undertaken by advertisers to enhance the consumer’s motivation, opportunity, and ability to process ad messages. • Describe the role of endorsers in advertising. • Explain the requirements for an effective endorser. • Appreciate the factors that enter into the endorser-selection decision. 2

Chapter Eleven Objectives • Discuss the role of Q-ratings in selecting celebrity endorsers. • Describe the role of humor in advertising. • Explain the logic underlying the use of appeals to fear in advertising • Understand the nature of appeals to guilt in advertising • Discuss the role of sex appeals, including the downside of such usage 3

Chapter Eleven Objectives • Explain the meaning of subliminal messages and symbolic embeds. • Appreciate the role of music in advertising. • Understand the function of comparative advertising and the considerations that influence the use of this form of advertising. 4

Enhancing Processing Motivation, Opportunity, and Ability Opportunity Motivation Ability 5

Enhancing Processing Motivation Attend to the message • Appeal to hedonic needs • Using novel stimuli • Use intense cues • Use motion Process brand info • Increased relevance of brand • Increased curiosity about brand 6

Motivation to Attend to Messages Voluntary Attention: is engaged when consumers devote attention to an Involuntary Attention: advertisement or other occurs when attention is marcom message that is captured by the use of perceived as relevant to attention-gaining their current purchasetechniques rather than the related goals. consumer’s inherent interest in the topic at hand. 7

Appeals to Informational and Hedonic Needs • Informational Needs- Consumers are attracted to stimuli that supplies relevant facts and figures. • Hedonic Needs- Consumers attend to messages that make them feel good and serve their pleasure needs like messages associated with good times, enjoyment, and things we value in life. 8

Use of Novel Stimuli, Intense or Prominent Clues, and Motion Novel messages are unusual, distinctive, or unpredictable. Intense or prominent clues increase the probability of attracting attention. Motion attracts attention and is obviously used in TV commercials, but artistic and photographic techniques can be used to give the semblance of movement in print ads. 9

Motivation to Process Messages • To enhance consumers’ motivation about a brand, marketing communicators can: ¥ Enhance the relevance of the brand • Using rhetorical questions, fear appeals, and dramatic presentations. ¥ Enhance curiosity about the brand • Using humor, presenting little information in the message, or opening a message with suspense or a surprise. 10

Enhance consumer’s OPPORTUNITY to: • encode information: the secret is repetition • reduce processing time: using pictures and distinct imagery to convey a message 11

Enhance consumers’ ABILITY to: • access knowledge structures: provide a context for text or pictures with verbal framing. • create knowledge structures: facilitate exemplar-based learning 12

Concretizations • Based on the straightforward idea that it is easier for people to remember and retrieve tangible rather than abstract information. 13

Celebrity Endorsers • Advertisers are willing to pay huge salaries to celebrities who are liked and respected by target audiences and who will favorably influence consumers’ attitudes and behavior toward the endorsed products 14

Typical-Person Endorsers • Show regular people using or endorsing products • Avoid the backlash from using “beautiful people” who may be resented • Real personal experience of the benefits of the particular brand possess a degree of credibility • Effective using multiple people rather than a single individual 15

The Five Components in the TEARS Model of Endorser Attributes 16

The Role of Q Scores Performance Q-Ratings Q-Rating(quotient) =popularity/familiarity 17

The Role of Humor in Advertising • Effective only when consumers’ evaluations of the advertised brand are already positive • Effect of humor can differ due to differences in audience characteristics • Humorous message may be so distracting that receivers ignore the message content 18

Appeals to Consumer Fears • Appeal to fear is effective as a means of enhancing motivation • Appeal by identifying the negative consequences of: Not using the product Engaging in unsafe behavior (example: drinking and driving) 19

Fear-Appeal Logic • Stimulates audience involvement with a message • Promotes acceptance of message arguments • Takes the forms of either Social disapproval or Physical danger 20

Appropriate Intensity Degree of Persuasive Effectiveness Low Moderate High Level of Fear Intensity 21

Appeals to Scarcity • Psychological Reactance: theory that people react against any efforts to reduce their freedom or choices. • In Singapore, this fear is called Kiasu – the fear of losing out. 22

Appeals to Consumer Guilt • Advertisers and other marketing communicators attempt to imply that feelings of guilt can be assuaged by their product. • These ads are not effective if they lack credibility or if the advertisers are perceived as having manipulative intentions. 23

The Use of Sex in Advertising • Initial attentional lure-the stopping power of sex • Enhance recall of message point • Evoke emotional responses such as feelings of arousal or lust. • To provoke a positive reaction, sexual content needs to be appropriate or relevant to the subject matter. 24

The Potential Downside of Sex Appeals • Interference with processing of message arguments and reduction in message comprehension • Demeaning to females and males 25

Subliminal Messages and Symbolic Embeds Subliminal Refers to the presentation of stimuli at a rate or level that is below the conscious threshold of awareness 26

A Cautious Challenge • Three forms of subliminal stimulation: – Visual stimulation using a tachistoscope – Accelerated speech in auditory messages – Embedding of hidden symbols • Embedding is a weak stimulus that probably does not effect brand choice much. 27

The Functions of Music in Advertising • Attracts attention • Promotes positive mood • Increase receptivity of message • Communicates meanings 28

The Role of Comparative Advertising • Better in enhancing brand awareness • Promotes better recall • Effective especially when the brand is a new • Generates more purchases 29

Considerations in Dictating the Use of Comparative Advertising • • Situational factors Distinct advantages The credibility issue Assessing effectiveness 30