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Chapter 6-8 Creative cont. (Source, message and channel fact

Chapter 6-8 Creative cont. (Source, message and channel fact

ID：43705669

大小：7.12 MB

页数：83页

时间：2019-10-13

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1、Chapter6Source,MessageandChannelFactorsThePersuasionMatrixWhowillbeeffectiveingettingconsumers’attention?Source/attention4Receiver/ComprehensionCanthereceivercomprehendthead?1Whichmediawillincreasepresentation?Channel/presentation2Whattypeofmessagewillcreat

2、efavorableattitudes?Message/yielding3Receiver/ComprehensionChannel/presentationMessage/yieldingPromotionalPlanningElementsPromotionalPlanningPowerAttractivenessCredibilityComplianceIdentificationInternalizationPowerComplianceAttractivenessIdentificationSour

3、ceAttributesandReceiverProcessingModesSourceAttributeProcessSkillKnowledgeExpertiseUnbiasedTrustworthyObjectiveUnbiasedTrustworthyExpertiseSkillKnowledgeSourceCredibilitySourceInformationLimitationsofcrediblesourceshigh-credibilitysourcemaybelesseffectiveth

4、anamoderate-orlow-credibilitysourcesuchaswhenthereceiverhasafavorableinitialattitudeoropinion.Inthissituationtheuseofahighlycrediblesourcemayleadthereceivertoattributehisorheropiniontothesourceratherthanthemessagebeingcommunicated.“Sleepereffectphenomenon”–

5、Whatisit?ExpertsLendAuthoritytoanAppeal+EndorsementbyBothaCelebrity andanExpert+ABusinessOwnerMayBeHisOwnSpokespersonAspokespersonwhodeliversanadvertisingmessageand/ordemonstratesaproductorserviceisadirectsourceSourceAttractivenessResemblancebetweenthesourc

6、eandrecipientofthemessageSimilarityKnowledgeofthesourcethroughrepeatedorprolongedexposureFamiliarityAffectionforthesourceresultingfromphysicalappearance,behavior,orotherpersonaltraitsLikeabilitySimilarityFamiliarityAttractiveModelsAreOftenUsed inCosmeticAds

7、+PopularCelebritiesHelpAttractAttentiontoCommercials+DiscussionQuestion Effectivespokespeople?Whatmakesaneffectivespokesperson?WhenshouldtheyNOTbeused?Thecelebrity’sbehaviormaypose arisktothecompanyThetargetaudiencemaynotbe receptivetocelebrityendorsersThec

8、elebritymaybeoverexposed, reducinghisorhercredibilityThecelebritymayovershadow theproductbeingendorsedThetargetaudiencemaynotbe receptivetocelebrityendorsersThecelebritymaybeoverexposed, reducinghisorh

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