1. Trang chủ >
  2. Kinh tế - Quản lý >
  3. Marketing >

Figure 6.3 - Meaning Movement and the Endorsement Process

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (688.68 KB, 18 trang )


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.



Message Factors

Message

structure















Message

appeals



• Comparative advertising

• Fear appeals

• Humor appeals



Order of presentation

Conclusion drawing

Message sidedness

Refutation

Verbal versus visual messages



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

12

McGraw-Hill Education.



Recall



Recall and Presentation Order



Beginning



Middle



End



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



Message Appeal Options

Comparative

Comparative

Ads

Ads



•• May be especially 

May be especially 

useful for new 

useful for new 

brands

brands



•• Often used for 

Often used for 



brands with small 

brands with small 

market share

market share



•• Frequentlyusein

Frequentlyusein

political

political

advertising

advertising



Fear

Fear

Appeals

Appeals



Maystress

Maystress



physicaldangeror

physicaldangeror

threatstohealth

threatstohealth



Mayidentifysocial

Mayidentifysocial

threats:

threats:

disapprovalor

disapprovalor

rejection

rejection



Maybackfireifthe

Maybackfireifthe



Humor

Humor

Appeals

Appeals



Theycanattract

Theycanattract



andholdattention

andholdattention



Theyareoftenthe

Theyareoftenthe

bestremembered

bestremembered



Theyputthe

Theyputthe



consumerina

consumerina

positivemood

positivemood



levelofthreatis

levelofthreatis

toohigh

toohigh



Copyright â 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



Figure 6.5 ­ Relationship between Fear 

Levels and Message Acceptance



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

15

McGraw-Hill Education.



Humor Appeals Advantages and 

Disadvantages

Advantages



Disadvantages



• Aid with awareness and

attention

• Aid name and simple

copy registration

• Aid retention

• Aid persuasion to switch

brands

• Create a positive mood

that enhances

persuasion



• Harm recall and

comprehension

• Harm complex copy

registration

• Do not aid persuasion in

general

• Do not aid source

credibility

• Not very effective in

bringing about sales



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

16

McGraw-Hill Education.



Xem Thêm
Tải bản đầy đủ (.pdf) (18 trang)

×