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- Message Appeals
CHAPTER 9
and Endorsers
© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook
All rights reserved. The University of West Alabama
Eighth Edition
- Chapter Objectives
After reading this chapter you should be able to:
1. Appreciate the efforts advertisers undertake to
enhance the consumer’s motivation, opportunity, and
ability to process ad messages.
2. Describe the role of endorsers in advertising.
3. Explain the requirements for an effective endorser.
4. Appreciate the factors that enter into the endorser-
selection decision.
5. Discuss the role of Q Scores in selecting celebrity
endorsers.
6. Describe the role of humor in advertising.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–2
- Chapter Objectives (cont’d)
After reading this chapter you should be able to:
7. Explain the logic underlying the use of appeals to fear
in advertising.
8. Understand the nature of appeals to guilt in advertising.
9. Discuss the role of sex appeals, including the downside
of such usage.
10. Explain the meaning of subliminal messages and
symbolic embeds.
11. Appreciate the role of music in advertising.
12. Understand the function of comparative advertising and
the considerations that influence the use of this form of
advertising.
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 9–3
- Why Only Generalizations About the
Why
Creation of Advertising Messages
Creation
• Why advertising approaches are not effective
Why
across all products, services, and situations:
across
Buyer behavior is complex, dynamic, and variable
Buyer
across situations
across
Advertisements are themselves highly varied entities
Advertising products differ greatly in terms of
Advertising
technological sophistication and ability to involve
consumers
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–4
- Enhancing Consumers’
Enhancing
Motivation, Opportunity, and Ability (MOA)
to Process Advertisements
to
Choice of
Influence Strategy
Consumer
Brand
Characteristics
Strength
(MOA Factors)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–5
- Enhancing Consumers’ Motivation, Opportunity, and
Figure 9.1
Ability to Process Brand Information
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–6
- Enhancing Consumers’ Motivation, Opportunity, and
Figure 9.1
Ability to Process Brand Information (cont’d)
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–7
- Motivation to Attend to Messages
• Voluntary Attention
Is engaged when consumers devote attention to an
Is
advertisement or other marcom message that is
perceived as relevant to their current purchase-
relevant
related goals
• Involuntary Attention
Occurs when attention is captured by the use of
Occurs
attention-gaining techniques rather than by the
consumer’s inherent interest in the topic at hand.
consumer’s
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–8
- Attracting Voluntary Attention
Appeals to Informational
and Hedonic Needs
Use of Novel Stimuli
How Marcom Messages
Attract Attention
Use of Intense or
Prominent Cues
Use of Motion
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–9
- Figure 9.2
An Appeal to
Informational
Needs
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–10
- Figure 9.3
Using Novelty to
Attract Attention
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–11
- Figure 9.4
Using Intensity to
Attract Attention
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–12
- Figure 9.5
Using Prominence
to Attract Attention
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–13
- Figure 9.6
Using Motion to
Attract Attention
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–14
- Motivation to Process Messages
• Enhance Consumer Processing Motivation By:
Increasing the relevance of brand to consumers
Increasing consumer curiosity about brand
• Relevance Methods
Appealing to consumers’ fears
Making dramatic presentations
Posing rhetorical questions
• Curiosity Methods
Using humor
Presenting little information
© 2010 South-Western, a part of
Creating suspense or surprise
Cengage Learning. All rights
reserved. 9–15
- Figure 9.7
Using Suspense
to Enhance
Processing
Motivation
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–16
- Opportunity to Encode Information
• The Communicator’s Goal
To provide consumers with opportunities to encode
To
information
• Promoting Proper Encoding By:
Facilitating the repetition of brand information
Reducing consumer processing time through the use
Reducing
of pictures and distinct imagery to convey a message
of
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–17
- Figure 9.8
Using a Gestalt to
Reduce
Processing Time
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–18
- Ability to Encode Information
• The Communicator’s Goal
To increase consumers ability to encode information
• Promoting Encoding Ability By:
Using verbal framing to provide context for
Using
consumers in accessing brand-based knowledge
structures
structures
Creating knowledge structures to facilitate exempla-
based learning
Analogies
Demonstrations
Concretizations
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–19
- Figure 9.9
The Use of
Analogy to
Create a
Knowledge
Structure
© 2010 South-Western, a part of
Cengage Learning. All rights
reserved. 9–20
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