MKTG2238 Chapter Notes - Chapter 11: Master Sergeant, Fear Appeal
Document Summary
Topic eight: message appeals & endorsers (chapter 11) Success factors for athlete endorsers: attention getters, basketball, tennis, golf easier, large market exposure needed, good rapport with media, charisma, honesty. +ve: attracts attention, enhances liking of ad / brand, doesn"t harm comprehension, persuasion or source credibility, nature of product affects appropriateness of using humor. Ve: effective only when consumers" evaluations of advertised brand are alr +ve, effect of humor can differ due to differences in audience + geographical characteristics, humorous msg may be distracting that receivers ignore content. Appeals to consumers" fears: appeals to fear can be effective as a means of enhancing motivation, can identify ve consequences of. Engaging in unsafe behavior: can take forms of either. Needs to be a moderate amount of fear (not high / low: parallel response model. Appeals to consumer guilt: guilt: breaking rules, violating standards / beliefs, appeal: feelings of guilt can be relieved by product.
