Kelman's source characteristics identify three characteristics of successful marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 communications sources:

1. source credibility
2. source attractiveness
3. source power.

Source attractiveness

An attractive source is one that the receiver can identify with, or aspire to. The message from such as source is identified with by the receiver; e.g. "slice of life" advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

, for products such as washing powder, regularly feature actors in situations that are intended to reflect the lives of the target segment.

Source power

A powerful source is intended to bring about compliance in the receiver. An example would be a police officer giving an anti-drink drive message.