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The reason why The reason why Presentation Transcript

  • The Reason Why
    Adapted from AdPrin.com
  • May I Use the Xerox Machine?
    Predict the percentage of people who would let someone in line ahead of them for each of the following reasons, then go to the next page for the findings:
    60% (1) “Excuse me, I have five pages. May I use the Xerox
    machine?”
    ______ (2) “Excuse me, I have five pages. May I use
    the Xerox machine because I am in a rush?”
    ______ (3) “Excuse me, I have five pages. May I use
    the Xerox machine because I have to make copies?”
    Adapted from AdPrin.com
  • Adapted from AdPrin.com
    60% (1) “Excuse me, I have five pages. May I use the Xerox
    machine?”
    ______ (2) “Excuse me, I have five pages. May I use
    the Xerox machine because I am in a rush?”
    ______ (3) “Excuse me, I have five pages. May I use
    the Xerox machine because I have to make copies?”
    94%
    93%
    Application to advertising:
    Provide a reason, whether it is a reason for the price or a motivation for the purchase, for higher recall.
  • History of the Reason Why
    In 1904, the largest ad agency in the US revolutionized advertising, that up to then had focused on gaining attention. They taught workshops for copywriters on using the “reason why” approach.
    Later research showed when the “reason why” is so important. See the next slide.
    Adapted from AdPrin.com
  • May I use the Xerox machine - Part 2
    Predict the percentage of people who would let someone in line ahead of them for treatments #2 and #. Then click for the findings from the experiment:
    24% (1) “Excuse me, I have 20 pages. May I use
    the Xerox machine?”
    ______ (2) “Excuse me, I have 20 pages. May I use
    the Xerox machine because I am in a rush?”
    ______ (3) “Excuse me, I have 20 pages. May I use
    the Xerox machine because I have to make copies?”
    Adapted from AdPrin.com
  • Adapted from AdPrin.com
    24% (1) “Excuse me, I have 20 pages. May I use
    the Xerox machine?”
    ______ (2) “Excuse me, I have 20 pages. May I use
    the Xerox machine because I am in a rush?”
    ______ (3) “Excuse me, I have 20 pages. May I use
    the Xerox machine because I have to make copies?”
    42%
    24%
    Application to advertising: For high-involvement products, the reason should be strong.
    For low-involvement decisions, subjects do not think carefully about the reason.
  • Evidence
    For 37 pairs of print ads in which one ad offered a relevant reason to buy the product while the other ad offered no reason, print ads with a “reason why” had about twice as much recall.
    For example, a Polaroid camera ad claiming that the camera’s “tiny flatter flash helps prevent a harsh flash look,” had better recall than another Polaroid ad that provided no reason.
    For further evidence, see Persuasive Advertising p 64-66 and AdPrin.com
    Adapted from AdPrin.com
  • Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.
    For example, make a list of reasons for people to use your services and use only the strong ones in your advertising.
    Adapted from AdPrin.com