乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter06a.pptVIP

Source, Message, and Channel Factors The Persuasion Matrix Promotional Planning Elements A Direct Source Source Attributes — Receiver Processing Modes Source Credibility Experts Lend Authority to an Appeal Corporate Leaders as Spokespeople Limitations of Credible Sources Source Attractiveness Top Celebrity Endorsers Test Your Knowledge Advertising Risks of Using Celebrities Endorser Traits Meaning Movement the Endorsement Process Energy Power – The Athlete and the Product Yao Ming is a Popular Endorser in China Choosing a Celebrity Endorser Familiarity and Appeal Applying Likability: Decorative Models Source Power Source Power Message Structure Conclusion Drawing Message Sidedness Refutation Verbal vs. Visual Messages Test Your Knowledge Message Appeal Choices Message Appeal Options Miller Lite’s Comparative Advertising Fear Appeals and Message Acceptance Protection Motivation Humor Appeals Humor in Print Media Test Your Knowledge Channel Factors Differences in Information Processing Context and Environment Clutter Relation to textThis slide relates to material on pp. 192-180 and Figure 6-5 of the text. Summary OverviewA basic consideration in the design of a persuasive message is the order in which message arguments will be presented. Research on learning and memory indicate that items presented first and last are remembered better than those presented in the middle. As this chart shows, the strongest arguments should be placed at the beginning or end of the message, never in the middle. Presenting the strongest arguments at the beginning of the message assumes a primacy effect is operating, whereby information presented first is most effective. Putting the strong points at the end assumes a recency effect, whereby the last arguments are most persuasive. Use of this slideThis slide can be used to explain message recall as a function of order of presentation. Relation to textThis slide relates to page 193 and Exhibit 6-10 of the text. Summary Overview