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Chap 5 T6: Type of Source (b) Company : ... (Spends millions recruiting,…
Chap 5 T6: Type of Source
a) Definition of Sources Factor=
Person involved in communicating a marketing message.
2 types:
Direct
A spokesperson who delivers a message and/ or demonstrates a product or service.
Indirect
A model doesn't actually deliver a messages but draws attention to / enhances the appearance of the ad.
b) Company : ...
Spends millions recruiting, selecting, training salespeople to represent the company, deliver sales presentations.
They know characteristics of the sources will effect the sales and advertising messages.
Spend huge sums of money for specific person to endorse（推荐） their product/ company.
Are very careful when selecting individuals to deliver their selling messages.
c) Source Credibility（确实性/可靠度）:
The extent（程度） to the recipient how they see the source as having relevant knowledge, skill, or experience and trust the source to give unbiased, objective information.
2 type of Important Dimensions:
Expertise（专家的意见）
A communicator that seen as knowledgeable ( someone with expertise) is more persuasive than one with less expertise.
Trustworthiness（可信赖）
The source has to be trustworthy (honest, ethical, believable).
d) 3 type of Source Attractiveness:
2) Familiarity（熟悉)
Knowledge of the source through repeated or prolonged （持续）
exposure（暴露）.
3) Likability（令人喜爱的）
Affection（影响） for the source resulting from physical appearance, behavior or other personal traits.
1) Similarity（相似点）
Resemblance（像似物） between the source and the recipient of the message.
e) 4 Reasons company "use" celebrities (Because Celebrities...)
Can draw attention to advertising messages.
Popular celebrity can influence consumer's feelings, attitudes, purchase behavior.
Have stopping power.
Can enhance target audience's perceptions of the product in terms of image and performance. (Persuade audience)
f) 4 Risks of Using Celebrities:
2) Celebrity may be overexposed, reducing his/her credibility.
When a celebrity endorsed too many products/ company and thus become overexposed.
3) Target audience may not be receptive（接受） to the celebrity.
1) Celebrity may overshadow（使阴暗） the product
Consumer focus on the celebrity too much instead of the product/ service.
4) Celebrity's behavior may pose a risk to the company.