Message Appeals and Endorsers in Advertising

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Message Appeals and Endorsers in Advertising

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Chapter Eleven Objectives

• Describe the role of endorsers in advertising
• Explain the requirements for an effective
  endorser
• Discuss the role of Q-ratings in selecting
  celebrity endorsers
• Describe the role of humor in advertising

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Chapter Eleven Objectives

• Explain the logic underlying the use of fear
  appeals in advertising
• Understand the nature of guilt appeals in
  advertising
• Discuss the role of sex appeals in advertising,
  including the downside of such usage

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Chapter Eleven Objectives

• Explain the meaning of subliminal messages and
  symbolic embeds
• Appreciate the role of music in advertising
• Understand the role of comparative advertising
  and the considerations that influence the use of
  this form of advertising

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Celebrity Endorsers

• Advertisers are willing to pay huge salaries to
  celebrities who are liked and respected by target
  audiences and who will favorably influence
  consumers attitudes and behavior toward the
  endorsed products

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Top Athlete Endorsers
Millions of Dollars
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10
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Top Athlete Endorsers
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7
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Celebrity Endorsement

• Illustration
• using a dead
• celebrity

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Celebrity Endorsement

• Michael Jordan
• is a popular
• endorsement figure

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Celebrity Endorsement
Rold Gold Pretzels
DDB Needham Worldwide
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Celebrity Endorsement
Reebok
Hill Holliday
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The Importance of Matchup

• Effective Endorser?
• Meaningful relationship, or matchup,
• between the celebrity, the audience,
• and the product

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Celebrity Match-Ups
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Celebrity Match-Ups
Another illustration of celebrity and brand
matchups
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Celebrity Match-ups

• Ann Jillian
• displays
• credibility

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Celebrity Match-ups

• A good celebrity
• match-up

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How Celebrities Are Selected

• Performance Q-Ratings
• Q-Rating(quotient)
• popularity/familiarity

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How Celebrities Are Selected

• Credibility
• Celebrity/audience match-up
• Celebrity/product match-up
• Attractiveness
• Miscellaneous considerations

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How Celebrities Are Selected

• Illustration of a
• credible celebrity

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Collage of Milk-Mustache Ads
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Celebrities as Role Models
Gatorade
Bayer Bess Vanderwarker
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Typical-Person Endorsers

• Show regular people using or endorsing products
• Effective using multiple people rather than a
  single individual

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Typical-person Endorsers

• Illustration of a
• typical person
• endorsement

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Typical-Person Endorsers

• An Illustration of
• typical-person
• endorsers

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Typical-Person Endorsers

• Another
• illustration of
• typical-person
• endorsers

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Typical-Person Endorsers
Mistic Drinks
Avrett, Free Ginsberg, Inc. (AFG)
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Endorser Attributes
Attractiveness
Credibility
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AttractivenessThe process of Identification
Familiarity
Similarity
Liking
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AttractivenessThe process of Identification

• Identification process
• When receivers perceives a source to
• be attractive, they identify with the
• endorser and are very likely to adopt
• the attitudes, behaviors, interests, or
• preferences of the source

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Credibility The process of internalization

• Internalization
• The receiver accepts the endorsers
• position on an issue as his or her own

Expertise
Trustworthiness
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Credibility The process of internalization
Expertise

• Refers to the knowledge, experience, or skills
  possessed by an endorser
• Expertise is a perceived

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Credibility The process of internalization
Trustworthiness

• Refers to the honesty, integrity, and
  believability of a source
• Expertise and Trustworthiness are not mutually
  exclusive
• Overhead conversation technique to enhance
  trustworthiness

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The Role of Humor in Advertising

• Attracts attention
• Enhances liking of ad and brand
• Does not hurt comprehension
• Does not harm persuasion
• Does not enhance source credibility
• Nature of product affects the appropriateness of
  using humor

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The Role of Humor in Advertising

• Effective only when consumers evaluations of the
  advertised brand are already positive
• Effect of humor can differ due to differences in
  audience characteristics
• Humorous message may be so distracting that
  receivers ignore the message content

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Use of Humor

• Eastpak
• backpacks

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Use of Humor
Bartles James
Hal Riney Partners
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Use of Fear Appeal

• An insurance
• companys
• appeal to fear

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Use of Fear Appeal

• A drug companys
• use of fear appeal

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Use of Fear Appeal
Partnership for a Drug-Free America
J Walter Thompson
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The Use of Fear Appeals

• Fear stimulated
• involvement
• promoting
• message arguments

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The Use of Fear Appeals

• Appeal may take
• the form of social
• disapproval or
• physical danger

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The Use of Fear Appeals

• An illustration of
• fear appeals
• used by UPS

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Use of Fear Appeals
American Red Cross
DMBB
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Appropriate Intensity
Degree of Persuasive Effectiveness
Low
High
Moderate
Level of Fear Intensity
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The Use of Guilt Appeals

• Guilt appeals motivate emotionally mature
  individuals to undertake responsible action
  leading to a reduction in the level of guilt
• Generally, they focus on ones past or future
  transgressions or failure to care for others

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The Use of Guilt Appeals

• An illustrative
• guilt appeal

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The Use of Animation
Fila
Foote, Cone Belding Communications, Inc.
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The Use of Sex Appeals in Advertising

• Initial attentional lure
• Enhance recall of message point
• Evoke emotional responses

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The Use of Sex Appeals in Advertising

• The use of sexual
• suggestiveness
• in advertising

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The Use of Sex Appeals in Advertising

• Illustration of the
• stopping-power
• role of sex

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The Use of Sex Appeals in Advertising
Intimate Relvon
Hill Holliday
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Sex Appeals

• Attention lure

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Sex Appeals

• Calvin Kleins
• Obsession

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Sex Appeals

• Inappropriate use of
• sex appeals

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The Downside of Sex Appeals

• Interference with processing of message arguments
  and reduction in message comprehension
• Demeaning to females and males

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Subliminal Messages and symbolic Embeds

• Subliminal
• Refers to the presentation of stimuli
• at a rate or level that is below the
• conscious threshold of awareness

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Subliminal Messages and symbolic Embeds

• Example of using
• embedding in
• advertising

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Subliminal Messages
Toyota
Saatchi Saatchi Advertising
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The Functions of Music in Advertising

• Attracts attention
• Promotes positive mood
• Increase receptivity of message
• Communicates meanings

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Comparative Vs. Noncomparative

• Better in enhancing brand awareness
• Promotes better recall
• However, perceived as somewhat less believable
• Effective especially when the brand is a new
• Generates more purchases

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Comparative Advertising

• Illustration of an
• indirect comparative ad

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Comparative Advertising

• Illustration of a
• direct
• comparative ad

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Comparative Advertising

• HealthMax Vs.
• Soloflex and
• NordicFlex Gold

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Direct Comparison
Excedrin
Bozell
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Direct Comparison
Sega
Goodby, Silverstein Partners
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Indirect Comparison
Spic Span
Saatchi Saatchi Advertising
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Indirect Comparison
Saturn
Hal Riney Partners
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Considerations in Dictating the Use of
Comparative Advertising

• Situational factors
• Distinct advantages
• The credibility issue
• Assessing effectiveness