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Source Credibility
Knowledge
Knowledge
Source
Source
Skill
Skill
Expertise
Expertise
Trustworthy
Trustworthy
Information
Information
Unbiased
Unbiased
Objective
Objective
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Source Attractiveness
Similarity
Similarity
Familiarity
Familiarity
Likeability
Likeability
Resemblance
Resemblance
between the
between the
source and
source and
recipient of the
recipient of the
message
message
Knowledge of the
Knowledge of the
source through
source through
repeated or
repeated or
prolonged
prolonged
exposure
exposure
Affection for the
Affection for the
source resulting
source resulting
from physical
from physical
appearance,
appearance,
behavior, or other
behavior, or other
personal traits
personal traits
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Choosing a Celebrity Endorser
Match w/audience
Match w/audience
Trust
Trust
Match w/product
Match w/product
Risk
Risk
Factors
Image
Image
Familiarity
Familiarity
Cost/ROI
Cost/ROI
Likability
Likability
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Risks of Using Celebrities
The celebrity may overshadow
The celebrity may overshadow
the product being endorsed
the product being endorsed
The celebrity may be overexposed,
The celebrity may be overexposed,
reducing his or her credibility
reducing his or her credibility
The target audience may not be
The target audience may not be
receptive to celebrity endorsers
receptive to celebrity endorsers
The celebrity’s behavior may pose
The celebrity’s behavior may pose
a risk to the company
a risk to the company
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
Figure 6.3 Meaning Movement and
the Endorsement Process
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
10
McGraw-Hill Education.
Source Power
Perceived control
Perceived control
Source Power
Source Power
Perceived concern
Perceived concern
Perceived scrutiny
Perceived scrutiny
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.