Question

Explain the source effects. Based on this explanation suggest a source to use for an advertisement for the following products, services, or ideas (explain your rationale): (a) Golf shoes (b) Weight-loss product (c) Hair salon (d) Breast cancer awareness

Answer 1

What is a Source Effect ?

By source effect, we mean to say the effect that the source of the message have on the target audience. In simple words, several research works show that the buying behaviour of the customer is different for a similar product or service, when the information about the product/service is conveyed through a different medium. For example, if I put an ad about a car on the social media in-place of TV, the customer may show a different buying pattern than if an Ad is put up on the TV in place of social media.

According to several studies, there can be 3 pyschological modes - 1. Internalization 2. Identification 3. Compliance; which the source of a message affects in the target audience and causes a change in the buying attitude. The source of a message affects the credibility of the message, and the target audience may accept the product or service only if the message about it is conveyed through a source DEEMED CREDIBLE BY THE TARGET AUDIENCE.

Other factors such as the Physical Attractiveness or Ideological Similarity may also affect the attitude of the target audience.
Now that we know what source effect is, we can decide the way of communication that can be used for the products or services in the question

1. Golf Shoes

Define First - The target audience

Our target audience is - High income people, Golf players, Top class business people, Other sportspersons. Basically all of these people are - rich, between 30-50 years, because teenagers hardly play golf, people such as these live in Cosmopolitan cities, have busy life-styles

Lets analyse the sources of message now-a

a. TV - Such people hardly have time to watch TV, hence this is not a good option

b. Social Media - FB, Insta, Twitter is mostly being used by all. But in this, Twitter is the most used platform for such people.

c. Newspapers- These people are avid news readers, so this can be a good option, same goes for digital/online news-papers

d. Hoardings in the city -Not a good option, they do not go travelling all around

e. Through sports events- Top class big golf events can be used here

2. Weight loss-

Target audience- Middle to HIgh income people. Can be aged between 20-50. Belong to Tier 2 and above cities mostly.

Options -

1. TV- Yes, they definitely watch a lot of TV, which can also a reason for their weight problems

2. Social Media- Yes again, such people are highly active there

3. Newspapers- Can be used and cannot be also

4. Hoardings in the city - Such people usually spend a good time around the city watching hoardings. Hence it can be a credible source

5. Events -sports, entertainment - Good option again of credibility

Hair Salon

Target audience- All type of people, who belong to a lower middle income group and above.

Credible sources-

Social Media (FB, Inst, Twitter)

TV ads- on credible channels which are highly watched

Hoardings at top places spots in the city

Breast Cancer Awareness

Only use - Top watched channels on TV, highly used credible health pages on Insta, FB, trusted entertainment events, large hoardings at top spots in the city.