tài liệu truyền thông - chap13 - thông báo khiếu nại và endorsers

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All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Message Appeals
and Endorsers
CHAPTER
9
1. Appreciate the efforts advertisers undertake to
enhance the consumer’s motivation, opportunity, and
ability to process ad messages.
2. Describe the role of endorsers in advertising.
3. Explain the requirements for an effective endorser.
4. Appreciate the factors that enter into the endorser-
selection decision.
5. Discuss the role of Q Scores in selecting celebrity
endorsers.
6. Describe the role of humor in advertising.
Chapter Objectives
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–2
7. Explain the logic underlying the use of appeals to fear
in advertising.
8. Understand the nature of appeals to guilt in advertising.
9. Discuss the role of sex appeals, including the downside
of such usage.
10. Explain the meaning of subliminal messages and
symbolic embeds.
11. Appreciate the role of music in advertising.
12. Understand the function of comparative advertising and

the considerations that influence the use of this form of
advertising.
Chapter Objectives (cont’d)
After reading this chapter you should be able to:
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Cengage Learning. All rights
reserved. 9–4
Why Only Generalizations About the
Why Only Generalizations About the
Creation of Advertising Messages
Creation of Advertising Messages
•
Why advertising approaches are not effective
Why advertising approaches are not effective
across all products, services, and situations:
across all products, services, and situations:

Buyer behavior is complex, dynamic, and variable
Buyer behavior is complex, dynamic, and variable
across situations
across situations

Advertisements are themselves highly varied entities
Advertisements are themselves highly varied entities

Advertising products differ greatly in terms of
Advertising products differ greatly in terms of
technological sophistication and ability to involve
technological sophistication and ability to involve

consumers
consumers
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reserved. 9–5
Enhancing Consumers’
Enhancing Consumers’
Motivation, Opportunity, and Ability (MOA)
Motivation, Opportunity, and Ability (MOA)
to Process Advertisements
to Process Advertisements
Consumer
Characteristics
(MOA Factors)
Brand
Strength
Choice of
Influence Strategy
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Cengage Learning. All rights
reserved. 9–6
Enhancing Consumers’ Motivation, Opportunity, and
Ability to Process Brand Information
Figure 9.1
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Cengage Learning. All rights
reserved. 9–7
Enhancing Consumers’ Motivation, Opportunity, and
Ability to Process Brand Information (cont’d)
Figure 9.1

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reserved. 9–8
Motivation to Attend to Messages
Motivation to Attend to Messages
•
Voluntary Attention
Voluntary Attention

Is engaged when consumers devote attention to an
Is engaged when consumers devote attention to an
advertisement or other marcom message that is
advertisement or other marcom message that is
perceived as
perceived as
relevant
relevant
to their current purchase-
to their current purchase-
related goals
related goals
•
Involuntary Attention
Involuntary Attention

Occurs when attention is captured by the use of
Occurs when attention is captured by the use of
attention-gaining techniques rather than by the
attention-gaining techniques rather than by the
consumer’s inherent interest in the topic at hand.

consumer’s inherent interest in the topic at hand.
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reserved. 9–9
Attracting Voluntary Attention
Attracting Voluntary Attention
Appeals to Informational
and Hedonic Needs
Use of Intense or
Prominent Cues
Use of Novel Stimuli
Use of Motion
How Marcom Messages
Attract Attention
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Cengage Learning. All rights
reserved. 9–10
An Appeal to
Informational
Needs
Figure 9.2
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Cengage Learning. All rights
reserved. 9–11
Using Novelty to
Attract Attention
Figure 9.3
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reserved. 9–12

Using Intensity to
Attract Attention
Figure 9.4
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reserved. 9–13
Using Prominence
to Attract Attention
Figure 9.5
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reserved. 9–14
Using Motion to
Attract Attention
Figure 9.6
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reserved. 9–15
Motivation to Process Messages
Motivation to Process Messages
•
Enhance Consumer Processing Motivation By:
Enhance Consumer Processing Motivation By:

Increasing the relevance of brand to consumers
Increasing the relevance of brand to consumers

Increasing consumer curiosity about brand
Increasing consumer curiosity about brand
•

Relevance Methods
Relevance Methods

Appealing to consumers’ fears
Appealing to consumers’ fears

Making dramatic presentations
Making dramatic presentations

Posing rhetorical questions
Posing rhetorical questions
•
Curiosity Methods
Curiosity Methods

Using humor
Using humor

Presenting little information
Presenting little information

Creating suspense or surprise
Creating suspense or surprise
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reserved. 9–16
Using Suspense
to Enhance
Processing
Motivation

Figure 9.7
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reserved. 9–17
Opportunity to Encode Information
Opportunity to Encode Information
•
The Communicator’s Goal
The Communicator’s Goal

To provide consumers with opportunities to encode
To provide consumers with opportunities to encode
information
information
•
Promoting Proper Encoding By:
Promoting Proper Encoding By:

Facilitating the repetition of brand information
Facilitating the repetition of brand information

Reducing consumer processing time through the use
Reducing consumer processing time through the use
of pictures and distinct imagery to convey a message
of pictures and distinct imagery to convey a message
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reserved. 9–18
Using a Gestalt to
Reduce

Processing Time
Figure 9.8
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reserved. 9–19
Ability to Encode Information
Ability to Encode Information
•
The Communicator’s Goal
The Communicator’s Goal

To increase consumers ability to encode information
To increase consumers ability to encode information
•
Promoting Encoding Ability By:
Promoting Encoding Ability By:

Using verbal framing to provide context for
Using verbal framing to provide context for
consumers in accessing brand-based knowledge
consumers in accessing brand-based knowledge
structures
structures

Creating knowledge structures to facilitate exempla-
Creating knowledge structures to facilitate exempla-
based learning
based learning

Analogies

Analogies

Demonstrations
Demonstrations

Concretizations
Concretizations
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The Use of
Analogy to
Create a
Knowledge
Structure
Figure 9.9
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reserved. 9–21
Consumer Learning and
Consumer Learning and
Retrieval of Brand Information
Retrieval of Brand Information
•
Concretizing
Concretizing

Is the idea that it is easier for people
Is the idea that it is easier for people
to remember and retrieve tangible

to remember and retrieve tangible
rather than abstract information
rather than abstract information

Exemplar-based learning is
Exemplar-based learning is
accomplished by using
accomplished by using
concrete words and
concrete words and
examples
examples
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reserved. 9–22
Exemplar-Based
Learning with
Concretization
Figure 9.10
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reserved. 9–23
The Role of Celebrity Endorsers
The Role of Celebrity Endorsers
in Advertising
in Advertising
•
Endorsements
Endorsements


Celebrity endorsers
Celebrity endorsers

Typical-person endorsers
Typical-person endorsers
•
Endorser Effectiveness
Endorser Effectiveness

Credibility (internalization)
Credibility (internalization)

Consumer’s acceptance of the endorser’s position on an
Consumer’s acceptance of the endorser’s position on an
issue as his or her own
issue as his or her own

Attractiveness (identification)
Attractiveness (identification)

Identifying with the endorser and adopting of the endorser’s
Identifying with the endorser and adopting of the endorser’s
attitudes, behaviors, interests, or preferences
attitudes, behaviors, interests, or preferences
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reserved. 9–24
Top Endorsement Incomes of American Athletes, 2007
Table 9.1
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Cengage Learning. All rights
reserved. 9–25
The Five Components in the TEARS Model
of Endorser Attributes
Table 9.2
T = Trustworthiness
The property of being perceived as honest, believable,
dependable—as someone who can be trusted but not an
expert.
E = Expertise
The characteristic of having specific skills, knowledge, or
abilities with respect to the endorsed brand.
A = Physical attractiveness
The trait of being regarded as pleasant to look at in
terms of a particular group’s concept of attractiveness.
R = Respect
The quality of being admired or even esteemed due to
one’s personal qualities and accomplishments.
S = Similarity
(to the target audience)
The extent to which an endorser matches an audience in
terms of characteristics pertinent to the endorsement
relationship (age, gender, ethnicity, etc.).