MKTG 373 Chapter 6 - PROMOTIONAL PLANNING THROUGH THE...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
PROMOTIONAL PLANNING THROUGH THE PERSUASION Source, message, channel are controllable elements in the communications model Persuasion matrix: helps marketers see how each controllable element interacts with the consumer’s response process. It has two sets of variables o 1. Independent variable: controllable components o 2. Dependent variable: steps a receiver goes through in being persuaded marketers can choose the person/source who delivers the message, type of message and channel or medium receiver/comprehension: can the receiver comprehend the ad? o Ex: humorous message may gain attention but result in decreased comprehension channel/presentation: which media will increase presentation? o Ex: shows such as big bang theory reach 18 million ppl and magazines reach 4 million readers Message/yielding: what type of msg will create favorable attitudes or feelings? o Ex: funny msgs = positive feelings, music = receptive to message, sexual appeals=arousal Source/attention: who will be effective in getting consumers attention? o Actors, athletes, rockstars, or attractive models SOURCE FACTORS Source: person involved in communicating a marketing message, either directly or indirectly o Direct source: spokesperson who delivers a message or endorses a product/service that encourages people to take action o Indirect source: doesn’t actually deliver a message but draws attention to or enhances the appearance of the ad EX: a model (traits =knowledgeable, popular, attractive) SOURCE CREDIBILITY (HERBERT KELMAN) Credibility: extent to which a person sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective info. o * Must have expertise (knowledgeable) and trustworthiness (honest, ethical, believable) Internalization: occurs when the receiver adopts/believes the opinion of the credible communicator since he influences their beliefs, opinions, attitudes, and behavior. It stays in the receiver’s belief system even after the message is forgotten Advertisers use many techniques to increase perception that their sources are trustworthy o Hidden cameras show consumer is not paid and is making an objective evaluation of product o Overheard-conversations enhance trustworthiness o Publicity is influential since they are perceives as unbiased and more credible
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern