Course Notes- Week #4 Oct. 12th-16th
Course Notes- Week #4 Oct. 12th-16th Comm 2331
Popular in Strategic Communication Principles
Popular in Journalism and Mass Communications
This 3 page Class Notes was uploaded by Megan Hageman on Thursday October 15, 2015. The Class Notes belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 22 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 10/15/15
COMM 2331 Course Notes Week 4 Oct 12th16th Chapter 6 Notes Source Message and Channel Factors Persuasion Matrix helps marketers see how each controllable element interacts with the consumer s response process Independent variables Source Message Channel Receiver Destination Dependent variables Message presentation Attention Comprehension Yielding Retention Behavior Source Direct source person who deliversendorses a product or service Indirect source draws attention toenhances the experience of an ad Credibility extent to which the recipient sees the source as having relevant knowledge skill or experience and trusts the source to give unbiased objective information lnternalization when the receiver adopts the opinion of a credible communicator since heshe believes information from this source is accurate Sleeper effect The persuasiveness of a message increases with the passage of time Source Effectiveness based on Expertise Trustworthiness Attractiveness similarity likability familiarity Avoid overexposure one celebrity endorsing too many different products Advertisers risks celebrity scandal affect brand endorsements Source power when the source can actually administer rewardspunishments to the receiver leads to compliance Message Factors Primacy effect using strongest arguments rst Recency effect using strongest arguments last Onesided message mentions only positive attributes Twosided message presents both good and bad points refutational appeal communicator presents both sides then refutes the opposing viewpoint Comparative Advertising directly or indirectly naming competitors in an ad and comparing one or more speci c attributes Fear and humor appeals Wearout seeing an ad so many times that essentially it loses meaning Channel Factors Personal wordof mouth retail sales Vs Nonpersonal internet large scale ads Qualitative Media Effect the in uence the medium has on a message Clutter the amount of advertising in a medium Lecture NotesOct 12th Source direct vs indirect Source Effectiveness Credibility trustworthiness expertise Attractiveness similarity likability familiarity lnternalization the receiver adopts the opinion of a credible source since heshe believes the source is credible Use of celebrities in ads Advertisers risk celebrity engaging in behavior that has negative affects on the brand Avoid overexposure one celebrity endorsing multiple brands Lecture NotesOct 14th Use of celebrities in advertisements Source Power Perceived control Perceived concern Perceived scrutiny All lead to compliance Message Structure Most important info at beginning and end Beginning primacy effect best for audiences who oppose message End recency effect audiences who already agree and are interested in the topic Firm vs open conclusions depend on 1 Education or prior knowledge 2 Audience Involvement 3 Longterm or shortterm goal 4 Complexity of topic 5 Assume a central or peripheral processing route Onesided vs twosided messages Message appeal choices Appeal to logical rational minds Appeal to the feelings and emotions Message appeal options Comparative ads new brands brands in small market poHUcalads Fear appeals physical danger social threats can back re Humor appeals attract and hold attention most remembered put consumers in positive mood Fear appeals Doubleedged sword Activates attention and interest May motivate receiver to resolve threat More likely to process centrally Too much fearless persuasive 4 Threat Factors 1 Severity 2 Susceptibility probability threat will occur 3 Response Ef cacy ability of solution to address threat 4 SelfEf cacy ability of target to carry out solution Lecture Notes Oct 16 No lecture Fall Break
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