Lecture 9 - TACTICS SOURCE, MESSAGE, & CHANNEL FACTORS...

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TACTICS
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SOURCE, MESSAGE, & CHANNEL FACTORS Session 9
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Class Activity: Telephone Then… O Identify students in corners. O O Next, whisper it as quietly as possible to your neighbor. Then write it down. O Neighbors pass on the message to the best of his/her ability. O If you are the last person to receive the message, write it down.
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Terminology Source: Person involved in communicating the message, either directly or indirectly O Direct: delivers message, endorses brand O Indirect: draws attention, enhances appearance Message: Content and structure of the appeal Channel: Medium used to deliver the message to a target audience
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A Direct Source
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Commercial http://www.youtube.com/watch?v=v6mfDJ02VCY
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The Persuasion Matrix Controllable by  Company
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Promotional Planning Elements 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 Promotional Planning
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Source Attributes — Receiver Processing Modes
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Source Credibility Source Ethical Honest Unbiased Believable Knowledgeable Trustworthy Skillful Experienced
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& Leaders Lend Authority to an Appeal
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This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

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Lecture 9 - TACTICS SOURCE, MESSAGE, & CHANNEL FACTORS...

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