This chapter focused on the controllable variables that are part of the communication process—source, message, and channel factors. Decisions regarding each of these variables should consider their impact on the various steps of the response hierarchy the message receiver passes through. The persuasion matrix helps assess the effect of controllable communication decisions on the consumer's response process.

Selection of the appropriate source or communicator to deliver a message is an important aspect of communications strategy. Three important attributes are source credibility, attractiveness, and power. Marketers enhance message effectiveness by hiring communicators who are experts in a particular area and/or have a trustworthy image. The use of celebrities to deliver advertising messages has become very popular; advertisers hope they will catch the receivers' attention and influence their attitudes or behavior through an identification process. The chapter discusses the meaning a celebrity brings to the endorsement process and the importance of matching the image of the celebrity with that of the company or brand.

The design of the advertising message is a critical part of the communication process. There are various options regarding message structure, including order of presentation of message arguments, conclusion drawing, message sidedness, refutation, and verbal versus visual traits. The advantages and disadvantages of different message appeal strategies were considered, including comparative messages and emotional appeals such as fear and humor.

Finally, the channel or medium used to deliver the message was considered. Differences between personal and nonpersonal channels of communication were discussed. Alternative mass media can have an effect on the communication process as a result of information processing and qualitative factors. The context in which an ad appears and the reception environment are important factors to consider in the selection of mass media. Clutter has become a serious problem for advertisers, particularly on TV, where commercials have become shorter and more numerous.