Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch

Chapter 6
Source, 
Message, 
and
Channel 
Factors
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Figure 6.1 ­ The Persuasion Matrix

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Decisions Evaluated with the Persuasion Matrix

Receiver/

Channel/

Message/

Source/

comprehension

presentation

yielding

attention

Which media
will increase
presentation?

What type of
message will
create favorable
attitudes or
feelings?

Who will be
effective in
getting
consumers’
attention?

Can the receiver
comprehend the
ad?

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Source
 Person involved in communicating a marketing 
message
 Direct source ­ Delivers a message and/or endorses 
a product or service
 Indirect source ­ Draws attention to and enhances 
the appearance of an ad

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Figure 6.2 ­ Source Attributes and Receiver 
Processing Modes

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Source Credibility
Knowledge
Knowledge

Source
Source

Skill
Skill
Expertise
Expertise
Trustworthy
Trustworthy

Information
Information

Unbiased
Unbiased
Objective
Objective

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Source Attractiveness

Similarity
Similarity

Familiarity
Familiarity

Likeability
Likeability

Resemblance 
Resemblance 
between the 
between the 
source and 
source and 
recipient of the 
recipient of the 
message
message

Knowledge of the 
Knowledge of the 
source through 
source through 
repeated or 
repeated or 
prolonged 
prolonged 
exposure
exposure

Affection for the 
Affection for the 
source resulting 
source resulting 
from physical 
from physical 
appearance, 

appearance, 
behavior, or other 
behavior, or other 
personal traits
personal traits

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Choosing a Celebrity Endorser
Match w/audience
Match w/audience

Trust
Trust

Match w/product
Match w/product

Risk
Risk

Factors
Image
Image

Familiarity
Familiarity

Cost/ROI
Cost/ROI

Likability
Likability

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Risks of Using Celebrities
The celebrity may overshadow 
The celebrity may overshadow 
the product being endorsed
the product being endorsed

The celebrity may be overexposed, 
The celebrity may be overexposed, 
reducing his or her credibility
reducing his or her credibility

The target audience may not be 
The target audience may not be 
receptive to celebrity endorsers
receptive to celebrity endorsers

The celebrity’s behavior may pose 
The celebrity’s behavior may pose 
a risk to the company
a risk to the company

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Figure 6.3 ­ Meaning Movement and
the Endorsement Process

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Source Power

Perceived control
Perceived control

Source Power
Source Power

Perceived concern
Perceived concern

Perceived scrutiny
Perceived scrutiny

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Message Factors
Message
structure

•
•
•
•
•

Message
appeals

• Comparative advertising
• Fear appeals
• Humor appeals

Order of presentation
Conclusion drawing
Message sidedness
Refutation
Verbal versus visual messages

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Recall

Recall and Presentation Order

Beginning

Middle

End

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Message Appeal Options
Comparative
Comparative
Ads
Ads

•• May be especially 
May be especially 
useful for new 
useful for new 
brands
brands

•• Often used for 
Often used for 

brands with small 
brands with small 

market share
market share

•• Frequently use in 
Frequently use in 
political 
political 
advertising
advertising

Fear
Fear
Appeals
Appeals

•• May stress 
May stress 

physical danger or 
physical danger or 
threats to health
threats to health

•• May identify social 
May identify social 
threats: 
threats: 
disapproval or 
disapproval or 
rejection

rejection

•• May backfire if the 
May backfire if the 

Humor
Humor
Appeals
Appeals

•• They can attract 
They can attract 

and hold attention
and hold attention

•• They are often the 
They are often the 
best remembered
best remembered

•• They put the 
They put the 

consumer in a 
consumer in a 
positive mood
positive mood

level of threat is 

level of threat is 
too high
too high

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Figure 6.5 ­ Relationship between Fear 
Levels and Message Acceptance

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Humor Appeals Advantages and 
Disadvantages
Advantages

Disadvantages

• Aid with awareness and
attention
• Aid name and simple
copy registration
• Aid retention
• Aid persuasion to switch
brands
• Create a positive mood

that enhances
persuasion

• Harm recall and
comprehension
• Harm complex copy
registration
• Do not aid persuasion in
general
• Do not aid source
credibility
• Not very effective in
bringing about sales

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Channel Factors
 Personal versus nonpersonal channels ­ Information 
received from personal channels is more persuasive 
than that received from the mass media
 Effects of alternative mass media
 Differences in information processing
 Self­paced ­ Readers process the ad at their own rate and 
study it as long as they desire
 Externally paced ­ Transmission rate is controlled by the 
medium
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Self versus External Paced Media 

Self­Paced
Self­Paced
Media
Media

Externally Paced
Externally Paced
Media
Media

•• Newspapers
 Newspapers

•• Radio
 Radio

•• Magazines
 Magazines

•• Television
 Television

•• Direct Mail
 Direct Mail

vs.
vs.

•• Internet
 Internet

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