Endorsers and Message Appeals in Advertising - PowerPoint Presentation

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Endorsers and Message Appeals in AdvertisingSlide2

Chapter Objectives

After reading this chapter you should be able to

:

Describe the role of endorsers in advertising.Explain the requirements for an effective endorser.Appreciate the factors that enter into the endorser-selection decision.Discuss the role of Q-Scores in selecting celebrity endorsers.Describe the role of humor in advertising.Explain the logic underlying the use of appeals to fear in advertising.

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Chapter Objectives (cont’d)

Understand the

nature of appeals

to guilt in advertising.Discuss the role of sex appeals, including the downside of such usage.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.

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The Use of Humor and Comparisons in Advertising: PC Guy versus Mac

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The Role of Endorsers in Advertising: Despite Troubles, Tiger Continues to be Near the Top of Endorser

I

ncome

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Celebrity Endorsers

Examples of top celebrity endorsers today?

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

Any problems with the use of celebrity endorsers?

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Top Endorsement Incomes of American Athletes

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The Role of Q-Rating (Q-Scores)

Q

Q = (popularity/familiarity) x 100

number of people who describe the source Q = as “one of their favorites” x 100 number of people who know of the source

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Typical-Person Endorsements

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 grants a degree of credibilityIt is more effective to use multiple people rather than a single individual

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Practical Considerations in the Selection of Endorsers

Celebrity and Audience Match-up

Celebrity and Brand Match-up

Celebrity CredibilityCelebrity Attractiveness Cost ConsiderationsWorking Ease and Difficulty FactorSaturation FactorTrouble Factor

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“Success Factors for Athlete Endorsers”

Attention getters

Basketball, tennis, golf athletes are easier

Large market exposure neededGood rapport with mediaCharisma, honestySomeone who is known by everyone – not just in sports

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Kelman’s Source Attributes and Receiver Processing Modes

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Figure 11.1: The Use of Humor in Advertising --E*Trade Baby

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The Role of Humor in Advertising: Positive Effects

Attracts attention

Enhances liking of ad and brand

Does not hurt comprehension (?)Does not harm persuasion (?)Does not harm source credibility (?)Nature of product affects the appropriateness of using humor (e.g., feeling-oriented; under low involvement)(“?” below = debate on effects)

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The Role of Humor in Advertising:Negative Effects

Effective only when consumers’ evaluations of the advertised brand are

already positive

Effect of humor can differ due to differences in audience and geographical characteristicsHumorous message may be so distracting that receivers ignore the message content

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Appeals to Consumer Fears

Use of fear: physical or impending problems

Appeals

to fear can be effective as a means of enhancing motivation (yet ethical issues)Can identify the negative consequences of:Not using the productEngaging in unsafe behavior (drinking and driving)Can take the forms of eithersocial disapproval or physical danger

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Appeals to Consumer Fears

Social Disapproval

(Not using the

advertised brand)

Physical Danger

(Engaging in

unsafe behavior)

Consumers’ Motivation

to Avoid Negative

Consequences

Fear-Appeal Logic

Stimulate audience

involvement with

a message

Promote

acceptance of

message arguments

Appropriate Intensity

of Threat Level

Scarcity:

Psychological Reactance

(Fear of losing out)

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Inverted-U Hypothesis: Appropriate Fear Intensity

Degree of

Persuasive

Effectiveness

Level of Fear Intensity

Low

High

Moderate

(Note: this is an incomplete explanation)

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Parallel Response Model(

Leventhal

1970)

Fear appeal with solution  danger cues  danger control  adaptive action (e.g., change behavior) Fear appeal without solution  fear cues  fear control  emotional response (e.g., anxiety)

What two factors are needed for fear appeals to be effective?

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For Fear Appeals to be effective…

Appropriate level of threat

given the involvement of the target market

Need a prominent solution (e.g., your brand or service) for the fear created

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The Functions of Music in Advertising

Functions of Music in Advertising:

Attracts attention

Promotes positive moodIncrease receptivity of messageCommunicates meaningsClassical conditioning and tempo research on music

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Distraction from Message Content

Attractive sources, background scenery, colors, music

Arguments in favor of distraction: Reduces counterarguments, positive emotions, conditioning

Arguments against distraction: Why intentionally try to distract when there are thousands of other distractions in processing of ads?

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The Use of Sex Appeals in Advertising

Elicits attention

Enhances recall?

Positive affect?Cultural issues

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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

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A Cautious Challenge

Three forms of subliminal stimulation:

Visual stimulation using a

tachistoscope Accelerated speech in auditory messagesEmbedding of hidden symbols Any evidence of support?Subliminal perceptionLink between subliminal advertising and behavior?See Timothy Moore (Journal of Marketing 1982), “Subliminal Advertising: What You See is What You Get”

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Message Sidedness: Generalizations

Use a 2-sided message if ...

The audience does

not already agree with the topic (brand, ad message)Counterarguments are anticipatedThe audience uses the competitor’s brandThe audience is better educated

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Figure 11.2: Illustration of a Direct Comparative Advertisement

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Figure 11.3: Illustration of an Indirect Comparative Advertisement

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Considerations in the Use of Comparative Advertising

Use if the audience does

not

have a prior preference for the comparative brandUse with low involvement purchases (weak evidence)Use with new brands that possess distinct advantages over competitionUse if claims are credible (test results, spokespersons, 2-sided claims)Use if sales are static and non-comparative ads ineffective (weak evidence)Use in print (versus broadcast) mediaRelative framing of questions on comparative ad effects is important

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Presentation Order

Order

Where Claims Presented When to Use1. Anticlimax beginning low involvement2. Pyramidal middle never3. Climax end high involvementIs this more important for audio or visual print ad information?

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When the Audience Should Be

A

ble to Draw

Their Own ConclusionsWhen they feel they are being manipulated or their intelligence is being insultedUnder high personal (ego) involvement

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