MessageAppealsandEndorsers

1、powerpoint presentation by charlie cookthe university of west alabamaeighth edition 2010 south-western, a part of cengage learningall rights reserved.chapter 9integrated marketing communications in advertising and promotion1. appreciate the efforts advertisers undertake to enhance the consumers moti

2、vation, 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.

3、 describe the role of humor in advertising.chapter objectivesafter reading this chapter you should be able to: 2010 south-western, a part of cengage learning. all rights reserved.927.explain the logic underlying the use of appeals to fear in advertising.8.understand the nature of appeals to guilt in

4、 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

5、 of this form of advertising.chapter objectives (contd)after reading this chapter you should be able to: 2010 south-western, a part of cengage learning. all rights reserved.93 2010 south-western, a part of cengage learning. all rights reserved.94 2010 south-western, a part of cengage learning. all r

6、ights reserved.95consumer characteristics(moa factors)brandstrengthchoice of influence strategy 2010 south-western, a part of cengage learning. all rights reserved.96enhancing consumers motivation, opportunity, and ability to process brand informationfigure 9.1 2010 south-western, a part of cengage

7、learning. all rights reserved.97enhancing consumers motivation, opportunity, and ability to process brand information (contd)figure 9.1 2010 south-western, a part of cengage learning. all rights reserved.98 2010 south-western, a part of cengage learning. all rights reserved.99appeals to informationa

8、l and hedonic needsuse of intense or prominent cuesuse of novel stimuliuse of motionhow marcom messagesattract attention 2010 south-western, a part of cengage learning. all rights reserved.910an appeal to informational needsfigure 9.2 2010 south-western, a part of cengage learning. all rights reserv

9、ed.911using novelty to attract attentionfigure 9.3 2010 south-western, a part of cengage learning. all rights reserved.912using intensity to attract attentionfigure 9.4 2010 south-western, a part of cengage learning. all rights reserved.913using prominence to attract attentionfigure 9.5 2010 south-w

10、estern, a part of cengage learning. all rights reserved.914using motion to attract attentionfigure 9.6 2010 south-western, a part of cengage learning. all rights reserved.915 2010 south-western, a part of cengage learning. all rights reserved.916using suspense to enhance processing motivationfigure

11、9.7 2010 south-western, a part of cengage learning. all rights reserved.917 2010 south-western, a part of cengage learning. all rights reserved.918using a gestalt to reduceprocessing timefigure 9.8 2010 south-western, a part of cengage learning. all rights reserved.919 2010 south-western, a part of

12、cengage learning. all rights reserved.920the use of analogy to create a knowledge structurefigure 9.9 2010 south-western, a part of cengage learning. all rights reserved.921 2010 south-western, a part of cengage learning. all rights reserved.922exemplar-based learning withconcretizationfigure 9.10 2

13、010 south-western, a part of cengage learning. all rights reserved.923 2010 south-western, a part of cengage learning. all rights reserved.924top endorsement incomes of american athletes, 2007table 9.1 2010 south-western, a part of cengage learning. all rights reserved.925the five components in the

14、tears model of endorser attributestable 9.2t = trustworthinessthe property of being perceived as honest, believable, dependableas someone who can be trusted but not an expert.e = expertisethe characteristic of having specific skills, knowledge, or abilities with respect to the endorsed brand.a = phy

15、sical attractivenessthe trait of being regarded as pleasant to look at in terms of a particular groups concept of attractiveness.r = respectthe quality of being admired or even esteemed due to ones personal qualities and accomplishments.s = similarity(to the target audience)the extent to which an en

16、dorser matches an audience in terms of characteristics pertinent to the endorsement relationship (age, gender, ethnicity, etc.). 2010 south-western, a part of cengage learning. all rights reserved.926 2010 south-western, a part of cengage learning. all rights reserved.927 2010 south-western, a part

17、of cengage learning. all rights reserved.928 2010 south-western, a part of cengage learning. all rights reserved.929the use of humor in magazine advertisingfigure 9.11 2010 south-western, a part of cengage learning. all rights reserved.930social disapproval(not using the advertised brand)physical da

18、nger(engaging in unsafe behavior)consumers motivation to avoid negative consequencesfear-appeal logicstimulate audience involvement with a messagepromoteacceptance ofmessage argumentsappropriate intensityof threat levelscarcity:psychological reluctance(fear of losing out) 2010 south-western, a part

19、of cengage learning. all rights reserved.931 2010 south-western, a part of cengage learning. all rights reserved.932 2010 south-western, a part of cengage learning. all rights reserved.933an appropriate use of sex inadvertisingfigure 9.12 2010 south-western, a part of cengage learning. all rights re

20、served.934 2010 south-western, a part of cengage learning. all rights reserved.935attractingattentionpromoting a positive moodincreasing receptivity of messagecommunicating meaningscommunication functions of music 2010 south-western, a part of cengage learning. all rights reserved.936 2010 south-western, a part of cengage learning. all rights reserved.937illustration of a direct comparison adver