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•Similarity –Resemblance between the source and recipient of the message •Familiarity –Knowledge of the source through repeated or prolonged exposure •Likeability –Affection for the source resulting from physical appearance, behavior, or other personal traits | 6 Source Message and Channel Factors Advertising and Promotion McGraw-Hill Irwin 2004 The McGraw-Hill Companies Inc. All Rights Reserved. The Persuasion Matrix Independent variables The Communications Components Dependent Variables Source Message Channel Receiver Destination Message presentation 2 Attention 4 Comprehension 1 Yielding 3 Retention Behavior Promotional Planning Through The Persuasion Matrix 1. Receiver comprehension - Can the receiver comprehend the ad 2. Channel presentation - Which media will increase presentation 3. Message yielding - What type of message will create favorable attitudes 4. Source attention - Who will be effective in getting consumers attention
