Selecting Message Appeals and Picking Endorsers

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Chapter Eleven
Selecting Message Appeals and Picking Endorsers
? 2007 Thomson South-Western
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Chapter Eleven Objectives

• Appreciate the efforts undertaken by advertisers
  to enhance the consumers motivation,
  opportunity, and ability to process ad messages.
• Describe the role of endorsers in advertising.
• Explain the requirements for an effective
  endorser.
• Appreciate the factors that enter into the
  endorser-selection decision.

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Chapter Eleven Objectives

• Discuss the role of Q-ratings in selecting
  celebrity endorsers.
• Describe the role of humor in advertising.
• Explain the logic underlying the use of appeals
  to fear in advertising
• Understand the nature of appeals to guilt in
  advertising
• Discuss the role of sex appeals, including the
  downside of such usage

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Chapter Eleven Objectives

• 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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Enhancing Processing Motivation, Opportunity, and
Ability
Opportunity
Motivation
Ability
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Enhancing Processing Motivation

• Attend to the message
• Appeal to hedonic needs
• Using novel stimuli
• Use intense cues
• Use motion

• Process brand info
• Increased relevance of brand
• Increased curiosity about brand

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Motivation to Attend to Messages
Voluntary Attention is engaged when consumers
devote attention to an advertisement or other
marcom message that is perceived as relevant to
their current purchase-related goals.
Involuntary Attention occurs when attention is
captured by the use of attention-gaining
techniques rather than the consumers inherent
interest in the topic at hand.
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Appeals to Informational and Hedonic Needs

• Informational Needs- Consumers are attracted to
  stimuli that supplies relevant facts and figures.
  
• Hedonic Needs- Consumers attend to messages that
  make them feel good and serve their pleasure
  needs like messages associated with good times,
  enjoyment, and things we value in life.

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Use of Novel Stimuli, Intense or Prominent Clues,
and Motion

• Novel messages are unusual, distinctive, or
  unpredictable.
• Intense or prominent clues increase the
  probability of attracting attention.
• Motion attracts attention and is obviously used
  in TV commercials, but artistic and photographic
  techniques can be used to give the semblance of
  movement in print ads.

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Motivation to Process Messages

• To enhance consumers motivation about a brand,
  marketing communicators can
• Enhance the relevance of the brand
• Using rhetorical questions, fear appeals, and
  dramatic presentations.
• Enhance curiosity about the brand
• Using humor, presenting little information in the
  message, or opening a message with suspense or a
  surprise.

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Enhance consumers OPPORTUNITY to

• encode information the secret is repetition
• reduce processing time using pictures and
  distinct imagery to convey a message

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Enhance consumers ABILITY to

• access knowledge structures provide a context
  for text or pictures with verbal framing.
• create knowledge structures facilitate
  exemplar-based learning

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Concretizations

• Based on the straightforward idea that it is
  easier for people to remember and retrieve
  tangible rather than abstract information.

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Celebrity Endorsers

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

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Typical-Person Endorsers

• 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 possess a degree of credibility
• Effective using multiple people rather than a
  single individual

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The Five Components in the TEARS Model of
Endorser Attributes
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The Role of Q Scores
Q

• Performance Q-Ratings
• Q-Rating(quotient)
• popularity/familiarity

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The Role of Humor in Advertising

• Effective only when consumers evaluations of the
  advertised brand are already positive
• Effect of humor can differ due to differences in
  audience characteristics
• Humorous message may be so distracting that
  receivers ignore the message content

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Appeals to Consumer Fears

• Appeal to fear is effective as a means of
  enhancing motivation
• Appeal by identifying the negative consequences
  of
• Not using the product
• Engaging in unsafe behavior (example drinking
  and driving)

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Fear-Appeal Logic

• Stimulates audience involvement with a message
• Promotes acceptance of message arguments
• Takes the forms of either
• Social disapproval or
• Physical danger

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Appropriate Intensity
Degree of Persuasive Effectiveness
Low
High
Moderate
Level of Fear Intensity
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Appeals to Scarcity

• Psychological Reactance the theory that people
  react against any efforts to reduce their freedom
  or choices.
• In Singapore, this fear is called Kiasu the
  fear of losing out.

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Appeals to Consumer Guilt

• Advertisers and other marketing communicators
  attempt to imply that feelings of guilt can be
  assuaged by their product.
• These ads are not effective if they lack
  credibility or if the advertisers are perceived
  as having manipulative intentions.

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The Use of Sex in Advertising

• Initial attentional lure-the stopping power of
  sex
• Enhance recall of message point
• Evoke emotional responses such as feelings of
  arousal or lust.
• To provoke a positive reaction, sexual content
  needs to be appropriate or relevant to the
  subject matter.

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The Potential Downside of Sex Appeals

• Interference with processing of message arguments
  and reduction in message comprehension
• Demeaning to females and males

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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 messages
• Embedding of hidden symbols
• Embedding is a weak stimulus that probably does
  not effect brand choice much.

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The Functions of Music in Advertising

• Attracts attention
• Promotes positive mood
• Increase receptivity of message
• Communicates meanings

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The Role of Comparative Advertising

• Better in enhancing brand awareness
• Promotes better recall
• Effective especially when the brand is a new
• Generates more purchases

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Considerations in Dictating the Use of
Comparative Advertising

• Situational factors
• Distinct advantages
• The credibility issue
• Assessing effectiveness