6. Sumber Dan Pesan Dalam Komunikasi

8/18/2019 6. Sumber Dan Pesan Dalam Komunikasi

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Source, Message and

Channel Factors


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The Persuasion Matrix

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin


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Who will be

effectie in!ettin!

cons"mers#

attention$

Who will be

effectie in!ettin!

cons"mers#

attention$

Source/attention

Source/attention

4

Receiver/comprehension


Can the

receiercomprehen%

the a%$

Can the

receiercomprehen%

the a%$

1

Which me%ia

will increase presentation$

Which me%ia

will increase presentation$

Channel/presentation

Channel/presentation

2

What t&pe of

messa!e willcreate

faorable

attit"%es$

What t&pe of

messa!e willcreate

faorable

attit"%es$

Message/ielding

Message/ielding

!


Receiver/comprehension Channel/presentation

Channel/presentation Message/ielding

Message/ielding

Promotional Planning "lements


Promotional Planning

Promotional Planning


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Credi#ilit

Credi#ilit

$ttractiveness

$ttractiveness

Po%er

Po%er

&nternali'ation

&nternali'ation

&denti(ication

&denti(ication

Compliance

Compliance

Credi#ilit

Credi#ilit &nternali'ation

&nternali'ation

$ttractiveness

$ttractiveness &denti(ication

&denti(ication

Source $ttri#utes and ReceiverProcessing Modes


Source AttributeSource Attribute ProcessProcess


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S)ill

S)ill

*no%ledge

*no%ledge

"xpertise

"xpertise

+n#iased

+n#iased

Trust%orth

Trust%orth

#-ective

#-ective

+n#iased

+n#iased

Trust%orth

Trust%orth

"xpertise

"xpertise

S)ill

S)ill

*no%ledge

*no%ledge

Source Credi#ilit


Source

Source

Information

Information


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Source $ttractiveness


'esemblance between the

so"rce an%

recipient of the

messa!e

'esemblance between the

so"rce an%

recipient of the

messa!e

Similarit

Similarit

(nowle%!e of theso"rce thro"!h

repeate% or

prolon!e%

e)pos"re

(nowle%!e of theso"rce thro"!h

repeate% or

prolon!e%

e)pos"re

Familiarit

Familiarit

*ffection for theso"rce res"ltin!

from ph&sical

appearance,

behaior, or other personal traits

*ffection for theso"rce res"ltin!

from ph&sical

appearance,

behaior, or other

personal traits

.i)ea#ilit

.i)ea#ilitSimilarit

Similarit Familiarit

Familiarit


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Test our *no%ledge


The use o( cele#rities in commercials is generall

#ased on the source characteristics o( 00000 andrepresents an attempt to induce persuasion throughthe 000000 process

$ expertise3 ielding expertise3 identi(ication

C po%er3 identi(ication5 attractiveness3 identi(ication" attractiveness3 internali'ation


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The cele#rit6s #ehavior ma posea ris) to the compan

The cele#rit6s #ehavior ma posea ris) to the compan

The target audience ma not #ereceptive to cele#rit endorsers


The cele#rit ma #e overexposed,

reducing his or her credi#ilit



The cele#rit ma overshado%the product #eing endorsed










Ris)s o( +sing Cele#rities



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Meaning Movement and the "ndorsement Process



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"ndorsements"ndorsements

5ramati'ations5ramati'ations

TestimonialsTestimonials

PlacementsPlacements

&denti(ication&denti(ication

RepresentativesRepresentativesRepresentativesRepresentatives

5ramati'ations5ramati'ations

PlacementsPlacements

TestimonialsTestimonials

"ndorsements"ndorsements

Modes o( Cele#rit Presentation


CelebrityCelebrity


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Perceived controlPerceived control

Perceived concernPerceived concern

Perceived scrutinPerceived scrutin

Perceived controlPerceived control

Perceived concernPerceived concern

Source Po%er


Source PowerSource Power


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Recall and Presentation rder


R e c a l l

eginning Middle "nd


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Test our *no%ledge


The campaign centered around the theme, 7Por), the

ther 8hite Meat9 is designed to sho% consumers thatpor) is not all (at as some people thin) These adstring to convince consumers por) is as lean aschic)en use:

$ conclusion dra%ing

a (ear appealC a re(utational appeal5 a humorous appeal" an a((ective conclusion


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$ppeal mostl to thelogical, rational minds

o( consumers

$ppeal mostl to thelogical, rational minds

o( consumers

Message $ppeal Choices


$ppeal to #oth the logical, rationalminds o( consumers and to their(eelings and emotions

$ppeal to #oth the logical, rationalminds o( consumers and to their

(eelings and emotions

$ppeal mostl to the(eelings and emotions

o( consumers

$ppeal mostl to the(eelings and emotions

o( consumers


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Fear$ppeals

Fear

$ppealsComparative

$ds

Comparative

$dsFear

$ppeals

Fear

$ppealsComparative

$ds

Comparative

$ds

Message $ppeal ptions


;umor$ppeals

;umor

$ppeals

+ Ma& stress

ph&sical %an!er orthreats to health

+ Ma& i%entif& socialthreats

%isapproal or

reection

+ Ma& bacfire if theleel of threat is

too hi!h

+ Ma& stress ph&sical %an!er or

threats to health

+ Ma& i%entif& socialthreats

%isapproal or

reection+ Ma& bacfire if the

leel of threat is

too hi!h

+ Ma& be especiall&

"sef"l for new bran%s

+ ften "se% for bran%s with small

maret share

+ re1"entl& "se in political

a%ertisin!

+ Ma& be especiall&"sef"l for new

bran%s

+ ften "se% for bran%s with small

maret share

+ re1"entl& "se in political

a%ertisin!

+ he& can attract

an% hol% attention+ he& are often the best remembere%

+ he& p"t thecons"mer in a

positie moo%

+ he& can attractan% hol% attention

+ he& are often the best remembere%

+ he& p"t thecons"mer in a

positie moo%


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Fear $ppeals and Message $cceptance



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Pros and Cons o( +sing ;umor


5oes not aid persuasion ingeneral

5oes not aid persuasion ingeneral

$ids attention anda%areness

$ids attention anda%areness

ProsPros ConsCons

Ma harm recall andcomprehension

Ma harm recall andcomprehension

Ma harm complex copregistration

Ma harm complex copregistration

5oes not aid sourcecredi#ilit

5oes not aid sourcecredi#ilit

&s not e((ective in #ringinga#out sales

&s not e((ective in #ringinga#out sales

Ma %ear out (aster than

non


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Creative 5irectors pinionsRegarding +se o( ;umor


FavorableFavorable UnfavorableUnfavorable

Creative personnelCreative personnel Research directors

Radio and televisionRadio and television

Consumer non


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Creative 5irectors pinionsRegarding +se o( ;umor


AudiencesAudiences

FavorableFavorableAudiencesAudiences

UnfavorableUnfavorable

ounger lder

8ell educated

+p


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Test our *no%ledge


$n ad (or Snorestop "xtinguisher, a nose spra (or

eliminating snoring has the headline, 78i(e shootshus#and and rests in peace9 This ad uses 00000 toattract attention and conve a )e selling point

$ a t%o


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Sel(

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