Chapter 6

Source, Message, and Channel

Factors

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

 Source Attributes and Receiver
Processing Modes
Source Attribute Process
Credibility  Internalization
Attractiveness  Identification
Power  Compliance

Slide 6-1
Irwin/McGraw-Hill The McGraw-Hill Companies, Inc., 1998
Figure 6-3
 Factors to Consider when Using
Celebrities
• Overshadowing the product
• Overexposure
• Audience receptivity
• Risk to the advertiser

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-2

 Ad Message Recall as a Function
of Order of Presentation
Order of Presentation

Recall

Beginning Middle End

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-3

Figure 6-6
 Factors to Consider when Using
Comparative Ads
• Consumers' response to the ad
• Perceptions of credibility
• Characteristics of the target
audience
• The company's position in the
market
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-4
 Relationship between Fear Levels
and Message Acceptance
Facilitating
effects

Resultant
nonmonotonic
Acceptance of curve
message High
Inhibiting
effects

Level of Fear

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-5

Figure 6-7