Please enable JavaScript.
Coggle requires JavaScript to display documents.
MKTING 7 (Elaboration Likelihood Model (ELM) (Enhance consumers motivation…
MKTING 7
-
-
-
-
-
Celebrity endorsers
- advertisers willing to pay celeb who are liked & respected by TA & who will favourably influence cust attitude towards the product
Typical-person endorsements
- show regular ppl using
- avoid backlash from using beautiful ppl
- real personal experience of benefits = a certain degree of credibility
- more effective to use many > one ppl
Things to consider when selecting endorsers (kelman's model)
- celeb & audience match
- *celeb & brand match (values, behaviour, appearance)
- *celeb credibility
- attractiveness
- cost
- working ease/difficulty
- *saturation (overexposure, ppl rmb ppl not brand)
- trouble
power to control audience only in social media & personal selling
adopting idea is more powerful, internalization > identification
humor
+ve
- attract attn
- enhance liking
- does not harm persuasion/credible
-ve
- runs into fatigue quickly
- effective only when cust attitude to brand is alr positive
- effect differ bcs of audience & area characteristics
- distracting, they might ignore msg content
fear
- effective as enhancing motivation but got ethical issue
- negative consequence (dont use product, unsafe behaviour such as DUI)
- social disapproval/physical danger
parallel response model (leventhal 1970)
- feal appeal w solution ; danger cues, danger control, adaptive action (eg. change behaviour)
- without solution ; fear cues. control, emotional response (eg. anxiety)
for fear appeals to be effective
- appropriate level of threat given involvement of target market
(high relevance? Lower threat intensity needed, uninvolved? Higher threat intensity needed)
- need prominent solution for fear created
(is there a way out for me? An 1800 number to call? Solution? otherwise it results in anxiety eg. early pregnancy)