Advertising and Promotion - Chapter 6

Chapter 6
Source, Message, and Channel

Factors
Compiled from:
Advertising and Promotion
Belch & Belch, 6th Edition
Chapter 6
Chapter Objectives
• To study the major variables in the communication
system and how they influence consumers’ processing
of promotional messages.
• To examine the considerations involved in selecting a
source or communicator of a promotional message.
• To examine different types of message structures and
appeals that can be used to develop a promotional
message.
• To consider how the channel or medium used to
deliver a promotional message influences the
communication process
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Introduction
• In this chapter, we analyze the major variables in the
communication system: the source, the message, and
the channel.
• We examine the characteristics of sources,
– How they influence reactions to promotional messages, and
– why one type of communicator is more effective than another.
• We then focus on the message itself and how structure

and type of appeal influence its effectiveness.
• Finally, we consider how factors related to the channel or

medium affect the communication process.
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• To develop an effective advertising and promotional campaign, a firm must select the right
spokesperson to deliver a compelling message through appropriate channels or media.
• Source, message, and channel factors are controllable elements in the communications model.
• The persuasion matrix (Figure 6-1) helps marketers see how each controllable element interacts
with the consumer’s response process.
• The matrix has two sets of variables. Independent variables are the controllable components of the
communication process, outlined in Chapter 5; dependent variables are the steps a receiver goes
through in being persuaded.
• Marketers can choose the person or source who delivers the message, the type of message
appeal used, and the channel or medium. And although they can’t control the receiver, they can
select their target audience. The destination variable is included because the initial message
recipient may pass on information to others, such as friends or associates, through word of mouth.
• Promotional planners need to know how decisions about each independent variable influence the
stages of the response hierarchy so that they don’t enhance one stage at the expense of another.
• A humorous message may gain attention but result in decreased comprehension if consumers fail
to process its content. Many ads that use humor, sexual appeals, or celebrities capture consumers’
attention but result in poor recall of the brand name or message.
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• The source component is a multifaceted concept. When Tiger Woods
appears in a commercial for Nike, is the source Woods himself, the
company, or some combination of the two?
• And, of course, consumers get information from friends, relatives, and

neighbors; in fact, personal sources may be the most influential factor in a
purchase decision. Word-of-mouth information transmitted from one
individual to another is often perceived as more reliable and trustworthy than
that received through more formal marketing channels such as advertising.
• As was discussed in Chapter 1, marketers are using buzz and stealth

marketing methods to generate favorable word-of-mouth discussion and
recommendations for their products and services.
• We use the term source to mean the person involved in communicating a

marketing message, either directly or indirectly.
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• A direct source is a spokesperson who delivers a message and/or
demonstrates a product or service, like tennis star Andre Agassi
who endorses Head tennis rackets.
• An indirect source, say, a model, doesn’t actually deliver a message

but draws attention to and/or enhances the appearance of the ad.
• Some ads use neither a direct nor an indirect source; the source is
the organization with the message to communicate. Since most
research focuses on individuals as a message source, our
examination of source factors follows this approach.
• Herbert Kelman developed three basic categories of source

attributes: credibility, attractiveness, and power. Each influences the
recipient’s attitude or behavior through a different process (see
Figure 6-2).
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• Credibility is the extent to which the recipient sees the source as
having relevant knowledge, skill, or experience and trusts the
source to give unbiased, objective information.
• There are two important dimensions to credibility, expertise and

trustworthiness.
• A communicator seen as knowledgeable—someone with expertise

—is more persuasive than one with less expertise. But the source
also has to be
• trustworthy—honest, ethical, and believable. The influence of a
knowledgeable source will be lessened if audience members think
he or she is biased or has underlying personal motives for
advocating a position (such as being paid to endorse a product).
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• One of the most reliable effects found in communications research is that expert
and/or trustworthy sources are more persuasive than sources who are less expert or
trustworthy.
• Information from a credible source influences beliefs, opinions, attitudes, and/or

behavior through a process known as internalization, which occurs when the
receiver adopts the opinion of the credible communicator since he or she believes
information from this source is accurate.
• Once the receiver internalizes an opinion or attitude, it becomes integrated into his or
her belief system and may be maintained even after the source of the message is
forgotten.
• A highly credible communicator is particularly important when message recipients

have a negative position toward the product, service, company, or issue being
promoted, because the credible source is likely to inhibit counterarguments. As
discussed in Chapter 5, reduced counter-arguing
• should result in greater message acceptance and persuasion.
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• Limitations of Credible Sources
• Several studies have shown that a high-credibility source is not always an asset, nor is a low-credibility source
always a liability. High- and low-credibility sources are equally effective when they are arguing for a position
opposing their own best interest.
• A very credible source is more effective when message recipients are not in favor of the position advocated in the
message. However, a very credible source is less important when the audience has a neutral position, and such a
source may even be less effective than a moderately credible source when the receiver’s initial attitude is
favorable.
• Another reason a low-credibility source may be as effective as a high-credibility source is the sleeper effect,
whereby the persuasiveness of a message increases with the passage of time. The immediate impact of a
persuasive message may be inhibited because of its association with a low-credibility source.
• But with time, the association of the message with the source diminishes and the receiver’s attention focuses
more on favorable information in the message, resulting in more support arguing. However, many studies have
failed to demonstrate the presence of a sleeper effect.
• Many advertisers hesitate to count on the sleeper effect, since exposure to a credible source is a more reliable
strategy
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• Factors to be considered in using
celebrities
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• The way marketing communications are presented is
very important in determining their effectiveness.
• Promotional managers must consider not only the

content of their persuasive messages but also how
this information will be structured for presentation
and what type of message appeal will be used.
• Advertising, in all media except radio, relies heavily on

visual as well as verbal information. Many options are
available with respect to the design and presentation of a
message. This section examines the structure of
messages and considers the effects of different types
of appeals used in advertising
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•Marketing communications usually consist of a number of message
points that the communicator wants to get across. An important aspect of
message strategy is knowing the best way to communicate these points
and overcome any opposing viewpoints audience members may hold.
• Extensive research has been conducted on how the structure of a

persuasive message can influence its effectiveness, including
•order of presentation,
•conclusion drawing,
•message sidedness,
•refutation, and
•verbal versus visual message characteristics.
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End of Chapter 6
Thank You
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Chapter 6

Source, Message, and Channel

• We then focus on the message itself and how structure

• Finally, we consider how factors related to the channel or

• And, of course, consumers get information from friends, relatives, and

• As was discussed in Chapter 1, marketers are using buzz and stealth

• We use the term source to mean the person involved in communicating a

• An indirect source, say, a model, doesn’t actually deliver a message

• Herbert Kelman developed three basic categories of source

• There are two important dimensions to credibility, expertise and

• A communicator seen as knowledgeable—someone with expertise

• Information from a credible source influences beliefs, opinions, attitudes, and/or

• A highly credible communicator is particularly important when message recipients

• Promotional managers must consider not only the

• Advertising, in all media except radio, relies heavily on

• Extensive research has been conducted on how the structure of a

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