Chapter 6

Source, Message and Channel Factors

I. Introduction and Promotional Planning Through the Persuasion Matrix

The major controllable variables in the communications process—are Source, message and channel
factors and we must take into account how they interact with the response process.
In the persuasion matrix, there are two sets of variables of interest including independent variables
representing the controllable elements of the promotional program and dependent variables representing
the response hierarchy or steps a receiver goes through in being persuaded.
II.Source Factors
The source of a marketing communication can be viewed as a multifaceted concept since many types of
sources can be included in a promotional situation. We will use the term source to mean the person who
is involved in the communication of a promotional message in either a direct or indirect manner.

A. Source Credibility—refers to the extent to which the source is perceived as having knowledge,
skill or experience relevant to the communication topic and can be trusted to give an unbiased
opinion or present objective information on the issue. There are two important dimensions to
credibility—expertise and trustworthiness..
Using corporate leaders as spokespeople—
Limitations of credible sources—However, in some situations a high-credibility source may be
less effective than a moderate- or low-credibility source such as when the receiver has a favorable
initial attitude or opinion.
B. Source Attractiveness—has several sub-components including similarity, familiarity and
likeability. The process through which attractiveness leads to persuasion is identification
whereby the receiver …Applying similarity, Issues in using celebrities, Understanding the
meaning of celebrity endorsers..
C. Source Power—A source has power when he or she can actually administer rewards and
punishment to the receiver.
III.Message Factors
The manner in which marketing communications are presented is very important in determining their
effectiveness. Consideration must be given not only to message content, but also to how the information
will be structured for presentation and the type of appeal that will be used.

A. Message Structure—An important consideration in the development of a promotional message

is the manner or framework used for structuring or communicating the information.
Such as
Order of presentation—
Conclusion drawing—
Message sidedness— one-sided messages a two-sided message.
Verbal versus visual messages—

B. Message Appeals—Another important aspect of message strategy concerns the manner or style
used to communicate the promotional message. One of the most important creative strategy
 decisions involves the choice of an appropriate appeal. Three types of appeals are discussed in the
text:

1. Comparative Advertising—comparative advertising refers to the practice of either directly or

indirectly naming one or more competitors in an ad or usually making a comparison on one or
more specific product or service attributes.

2. Fear appeals—are used to create anxiety in the audience and arouse individuals to take action.
Fear can stress negative consequences that may occur if behavior is not altered such as ads that
warn people not to smoke or drink and drive.

3. Humor appeals—are among the most popular and best remembered of all advertising
messages. Advertisers use humor for a number of reasons including attracting and holding
consumers’ attention, putting them in a favorable mood, creating affect that may transfer to
the product or service being advertised, and reduce counter arguing by serving as a distracter.

IV.Channel Factors
The final controllable variable of the communications process is the channel, or medium, used to deliver
the message to the target audience. General considerations regarding channel factors are presented below.

A. Personal versus Nonpersonal Channels—Effective communication also depends on the channel

or medium used to deliver the message to the target audience.
B. Effects of Alternative Mass Media— Most promotional efforts such as advertising involve non-
personal communication through the mass media. The mass media that advertisers use to transmit
their messages differs in many ways including the number and type of consumers they reach,
their costs, their information processing requirements, and qualitative characteristics. Information
from the print media is self-paced while information from the broadcast media of radio and
television is externally paced. There are important implications for advertising via each type of
medium.
C. Effects of Context and Environment—A qualitative media effect refers to the positive or
negative influence the medium may contribute to the message. For example, an ad seen in a high
prestige publication such as Travel & Leisure or The New Yorker may be perceived differently
than one in a low prestige magazine or paper such as the Star or National Enquirer. BBC
News /CNN News.
D. Clutter—another aspect of the media environment that is important to advertisers is the problem
of clutter, which refers to all the non-program material that appears in the broadcast environment
including commercials, promotional messages for shows, public service announcements and the
like. Clutter has become a major concern to advertisers as there are too many messages
competing for viewers and listeners attention.