Chapter006-online

Chapter006-online - 1 Source, Message and Channel Factors...

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Unformatted text preview: 1 Source, Message and Channel Factors Chapter 6 2 Who will be effective in getting consumers’ attention? Source/ attention 4 Receiver/ comprehension Can the receiver comprehend the ad? 1 Which media will increase presentation? Channel/ presentation 2 What type of message will create favorable attitudes? Message/ yielding 3 Receiver/ comprehension Channel/ presentation Message/ yielding Promotional Planning Elements Promotional Planning 3 Credibility Attractiveness Power Internalization Identification Compliance Credibility Internalization Attractiveness Identification Source Attributes and Receiver Processing Modes Source Attribute Source Attribute Process Process 4 The celebrity’s behavior may pose a risk to the company The target audience may not be receptive to celebrity endorsers The celebrity may be overexposed, reducing his or her credibility The celebrity may overshadow the product being endorsed The target audience may not be receptive to celebrity endorsers The celebrity may be The celebrity may overshadow the product being endorsed Risks of Using Celebrities 5 Meaning (Transfer) Movement and the Endorsement Process 6 Selection Process – Q Scores Some Marketers Use Independent Consulting Services Q Scores from Marketing Evaluations, Inc. for Information to Aid in this Process www.qscores.com 7 Selection Process – Q Scores Examples of Recent Q Scores (Typically Range between 0 and 60) Tiger Woods 50-55 Michael Jordan 40-50 Sarah Hughes 31-36 Barry Bonds 20-30 Brandi Chastain 10-20 8 Athletes ENDORSEMENTS $897.0 million - 0.5% Endorsement value of the top 75 athletes, coaches and sports personalities: $598.0 millioncoaches and sports personalities: $598....
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This note was uploaded on 05/03/2008 for the course MKTG 4550 taught by Professor Veltri,fra during the Fall '07 term at Colorado.

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Chapter006-online - 1 Source, Message and Channel Factors...

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