Chapter 11: Endorsers and Message Appeals in Advertising Flashcards
What determines an Endorser’s effectiveness?
- Credibility (internalisation)
- Attractiveness (identification)
- Power (compliance)
Define credibility.
Consumer’s acceptance of the endorser’s position on an issue as his or her own.
What does credibility consist of?
- Expertise: perceived knowledge, experience, or skills possessed by source
- Trustworthiness: perceived honesty, integrity, and believability of a source; degree of honesty depends on the audience’s perception of the source’s intent.
Define attractiveness.
identifying with the endorser and adopting of the endorser’s attitudes, behaviours, interests, or preferences.
What does attractiveness consist of?
- Similarity, familiarity and liking
2. Includes intellectual skills, personally properties, lifestyle characteristics, athletic prowess, etc.
Define power.
Compliance occurs when an individual is persuaded by an advertised source because they hope to achieve a favourable reaction or approval from the source.
Typical-person endorsements:
- 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 grants a degree of credibility (Georgia Love)
- it is more effective to use >1 endorser
The 5 components in the TEARS model of Endorser Attributes.
- Trustworthiness - honest, believable, dependable
- Expertise - having specific skills, knowledge, or abilities with respect to the endorsed brand
- Physical Attractiveness
- Respect - quality of being admired or esteemed
- Similarity - extent to which endorser matches an audience in terms of demographic
Practical issues in selecting Celebrity Endorsers.
- Celebrity and audience matchup
- Celebrity and brand matchup
- Celebrity credibility
- Celebrity attractiveness
- Cost considerations
- Working ease or difficulty factor
- Saturation factor
- The trouble factor
Define Celebrity audience matchup.
Will target market positively relate to this endorser?
Define Celebrity and brand matchup.
Celeb’s behaviour, values, appearance and decorum be compatible with image desired for brand.
Define Celebrity credibility.
People who are trustworthy and perceived as knowledgeable about the product category.
The Role of Q scores
LECTURE SLIDES
Define incongruity
When meaning of an ad is not immediately clear; surprise
List the advantages of humour.
- attracts attention
- enhances liking of an ad/brand
- does not hurt comprehension
- does not harm persuasion
- does not harm source credibility
- nature of product affects appropriateness of using humour (e.g. feeling-oriented; under low involvement).
List the disadvantages of humour.
- Effective only with already positively perceived brand
- Effects of humour can differ due to different geographical audience
- May be distracting
Negative consequences of Fear appeals.
- not using the advertised brand
2. engaging in unsafe behaviour
Define Fear Appeal Logic.
Social disapprovals or physical danger
Explain Scarcity.
things become more desirable when they are in great demand but short supply.
Explain psychological reactance (kiasu).
People react against any efforts to reduce their freedom or choices.
For fear appeals to be effective:
- Appropriate level of threat given the involvement of the target market.
- Need a prominent solution (e.g. your brand/service) for the fear created.
Appeals to consumer fears.
LOOK AT DIAGRAM IN SLIDES
PARALLEL RESPONSE MODEL
LODIS
How does Guilt Appeal work?
- feelings of guilt can be relieved by product
- ineffective when low credibility and manipulative
The advantages of Sex appeal.
- attracts attention for longer period
- stopping-power roles of sex- initial attentional lure
- enhance recall of message points
- evokes arousal/lust
The disadvantages of Sex appeal.
- interference with processing of message arguments and reduction in message comprehension
- demeaning to females and males
Define subliminal
Presentation of stimuli at a speed/visual level that is below the conscious threshold of awareness.
Forms of subliminal stimulation.
- visual stimulation using a tachistoscope
- accelerated speech in auditory messages
- embedding of hidden symbols
Does subliminal Advertising work?
A variety of practical problems prevent embedding from being effective in a realistic marketing context.
List the communication functions of music.
- Attracting attention
- Promoting a positive mood
- Increasing receptivity of message
- Communicating meanings
Define comparative advertising.
The practice in which advertisers directly/indirectly compare their products against competitive offerings and claim superiority.
- Illegal in Belgium, HK, korea
- Legal in US/UK
Effectiveness of Comparative advertising.
- Enhances brand name recall
- Better recall of message arguments
- Generate more purchases
- Creates stronger purchase intentions
- Creates more favourable attitudes for brand
- Less believable than non-comparative advertising.
Issues in deciding to use comparative advertising.
- Situational factors
- Distinctive Advantages
- The credibility issue
- Assessing effectiveness
When to use comparative advertising?
- If audience does not have prior pref for comparative brand.
- low involvement purchases
- new brands that possess distinct advantages over competition
- if claims are credible (test results, spokespersons, 2-sided claim)
- If sales are static and non-comparative ads ineffective
- in print > media
- relative framing of questions on comparative ad effects is important.
What are some other types of appeals?
- Green/ecological appeal
- Youth appeal
- Snob appeal
- Bandwagon appeal
