IMC Ch 11 & 12

Role of endorsers

• Build trust and credibility

• Increase brand awareness

• Drives purchase intention

Requirements for an effective endorser

• Trustworthiness

• Expertise

• Attractiveness

• Respect

• Similarity

Factors of endorser selection

• Audience match

• Product match

• Credibility

• Cost

• Risk of negative publicity

• Overexposure

Benefits of Q-scores

• Compare options

• Reduces risk

• Tracks changes

Limitations of Q-scores

• Measures popularity not if they are a good fit

• Doesn’t explain why people like or dislike a person

• Scores differ by audience so you need your specific one

Key reasons for typical person endorsements

• Avoids backlash from using beautiful people

• Real person experience is more credible

• Most effective to use multiple people than a single individual sometimes

Kelman’s source attributes and reciever processing modes

• Credibility > Internalisation

• Attractiveness > identification

• Power > compliance

Fear in advertising

using physical or impending problems with either social disapproval or physical danger with either not using the product or being unsafe with it.

Fear appeal with solution changes behaviour

Fear appeal without solution creates anxiety

Humour in advertising pros

• Attracts attention

• Enhances liking of ad

• Nature of product affects appropriateness

• Does not hurt comprehension

• Does not harm persuasion

Humour in advertising cons

• Effective only when they already like the brand

• Effects can differ due to differences in audience

• May be too distracting and receivers ignore message

Music in advertising

• Attracts attention

• Promotes positive mood

• Increases receptivity

• Communicates meaning

• Helps target demographics

• Driving recall

Sex appeal

• Grabbing quick attention

• Triggers desirability and belonging desires

• Useful for brand synergy

Challenges

Adding a bunch of stuff can be too distracting which is good if you want to reduce counterarguments and create positive mood but is not good cause people can get distracted by other things.

Subliminal messaging

1. Visual stimulation

2. Accelerated speech for auditory messages

3. Embedding of hidden symbols

Comparative advertising

• people don’t have a preference

• Low involvement purchases

• Claims are credible

• Brand has distinct advantages

• Non-comparitives aren’t effective

2-sided messages

strategy where you say pros but also mention a few minor flaws. Use when:

• Audience does not already agree with topic

• Counterarguments are anticipated

• Audience uses competitor brand

• Audience is better educated.

Factors in choice of media

• Available budget

• Creative needs

• Advertisers objective

• Competitive challenge

Newspaper fees

Standard sizing (SAU) with rate of press changing (publisher has freedom) but you can pay a premium for your preferred spot

Newspaper strengths

• Local audiences

• Diverse audiences

• Visual

• Omni-channel

• Short lead time

Newspaper weaknesses

• Declining readership

• Short life span

• Poor print quality

• High clutter

• Lack of interactivity

Magazine pricing

CPM- Cost per thousand, how much is cost the advertiser for the ad to by put in front of 1000 readers.

Magazine strengths

• Can track info

• Target specific audiences

• Long life

• Visual stimuli

• High involvement potential

Magazine weaknesses

• Audience counts are difficult

• Cluttered

• Long lead time

• Variability in circulation patterns

Radio strengths

• Widely accessible

• Access target market

• Choose geographical location

• Can choose optimal times

• Cost effective

Radio weaknesses

• Record in many different languages

• Clutter

• No visual

• Audience fractionalisation

• Can be easily ignored

Television advertising types

Infomercials and brand placements