【7A文】台大推廣策略4.ppt

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1、Session3:PERSUASIVEFACTORSSourceandMessageFactorsThePersuasionMatrixIndependentvariables:TheCommunicationsComponentsSourceMessageChannelReceiverDestination4321MessagepresentationAttentionComprehensionYieldingRetentionBehaviorDependentVariables:StepsinbeingpersuadedTheCommunicationComponents1

2、.Receiver/comprehensionCanthereceivercomprehendthead?2.Channel/presentationWhichmediawillincreasepresentation?3.Message/yieldingWhattypeofmessagewillcreatefavorableattitudes?4.Source/attentionWhowillbeeffectiveingettingconsumers’attention?SourceAttributesandReceiverProcessingModesSourceattri

3、buteProcessInternalizationCredibilityIdentificationAttractivenessPowerComplianceSourceCredibilityTheextendtowhichthesourceisseenashaving:KnowledgeSkillExpertiseAndtheinformationisseentobe:TrustworthyUnbiasedObjectiveSourceAttractivenessSimilarityResemblancebetweenthesourceandrecipientofthemes

4、sageFamiliarityKnowledgeofthesourcethroughrepeatedorprolongedexposureLikabilityAffectionforthesourceresultingfromphysicalappearance,behavior,orotherpersonaltraitsSourcePowerSourceadministersrewardsandpunishmentstothereceiverSourceismorefrequentlyusedinpersonalselling.TheUseofCelebritiesEndors

5、ementsThecelebrity,whetheranexpertornot,merelyagreestotheuseofhisorhernameandimageinthepromotionfortheproduct.TestimonialsThecelebrity,usuallyanexpertwithexperiencewiththeproduct,atteststoitsvalueandworth.PlacementsThebrandis"placed"inamovieorTVshowwhereit'sseenbytheaudienceandusedorassociate

6、dwiththecharacters.TheUseofCelebritiesDramatizationsCelebrityactorsormodelsportraythebrandinuseduringdramaticenactmentsdesignedtoshowthegoods.RepresentativesThecelebrityagreestobecomeaspokespersonforthebrandthroughmultiplemediaoveranextendedperiod.IdentificationThecelebrity,usuallyinpartnersh

7、ipwithaproducer,introduceshisorherownbrandusingthecelebritynameasthebrandname.CELEBRITYEFFECTSAttentiontoMessageInduceFavorableAttitudeTowardAd&BrandInhibitNegativeCognitiveResponsesEncourageFavorableOnesUseCulturalMeaningsRISKSWITHCELEBRITIE