Page 144 - Marketing the Basics 2nd

136 Marketing: the Basics
Message souRce
A second factor in determining the success of a message relates to the likeability and trustworthiness of the source itself. Research has shown the audience is more likely to identify with or aspire to the recommendations of an attractive source versus one that is considered unattractive. Using celebrity spokespeople has long been a favoured approach by advertisers to promote their product. Love them or hate them, endorsements from celebrities such as Celine Dion and David Beckham can turn even the most staid product into a hot commodity. Oprah Winfrey’s book club is an example of the power of a source. A positive review from Oprah can lead to extraordinary sales and authors long for her approval. According to a recent article in the Chicago Tribune newspaper, ‘Jim Milliot, business and news director at industry magazine Publishers Weekly, said that a “respectable” new fiction release should sell about 40,000 books annually. If Oprah chooses a book, sales will easily jump well into the six figures and sometimes past 1 million’. Of course there is a downside – firms that used supermodel Kate Moss or socialite Paris Hilton have learned. If their spokesperson creates controversy it may well cast a negative light on the products they endorse as well. You had better ditch that superstar super quick.
One would think that the source’s credibility plays a significant role. Interestingly, so long as the message remains one-sided, the trustworthiness of the source isn’t a factor in the long term. This ‘sleeper effect’ phenomenon was discovered by psychologist Carl Hoyland shortly after World War II while studying the effects of war propaganda films on American soldiers. To his surprise, even though soldiers disbelieved the authenticity of Soviet propaganda films, over repeated exposure, their attitudes changed somewhat. Strangely, while they could recall the content of the message, they could not identify the source. As the old adage goes, familiarity breeds contempt. But under the right circumstances, it can also breed liking.
Message foRMaT
The medium that the message travels through is also an important factor to consider. Using print media requires the marketer to craft