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  • 1. Effective headlinesPrepared by J. Scott Armstrong (details on him at jscottarmstrong.com).Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of theseslides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.
  • 2. “In today’s environment, even man could become an endangered species.”Consider the above headline. What was the ad for? See thenext slide for the answer.
  • 3. A laxative.Use descriptive headlines forhigh-involvement products.(Principle 9.1.1)Which had higher recall?___ a) “Introducing the only fan clutch with a three-year, 300,000 mile warranty”___ b) “Look for the label that delivers durability.”See the next slide.
  • 4. “a” was three times higher (Persuasive Advertising p 244)Use descriptive headlines for high-involvementproducts. (Principle 9.1.1) Evidence on descriptive headlines:Especially effective for high-involvement products Still ads with descriptive headlines had 1.52 times as much recall. (Quasi-experimental data on 24 pairs of high- involvement print ads from WAPB) (Persuasive Advertising p 244) 4
  • 5. Include the brand name in the headline (9.1.2) Especially for low-involvement well-liked brands.Quasi-experimental evidence: Recall was 1.49 times higher in 24 pairs of low- involvement print ads from WAPB (Persuasive Advertising p 245)Typical practice:Half put a brand name in the headline. (Based on 480 WAPB print ads.) 5
  • 6. 6
  • 7. Effective HeadlinesWhich of the following two headlines is more effective? ___ A. Are you afraid of making mistakes in English? ___ B. Do you make these mistakes in English? See the next slide for the answer. Adapted from AdPrin.com 7
  • 8. B. Lead the reader into the body copy (9.1.3)Also, do nothing to stop the reader.Our WAPB analysis of 19 pairs of print adsshowed a 1.19 times higher recall by omittingperiods in the headlines (Persuasive Advertising p 246).
  • 9. Are short headlines more effective?Little prior research and ambiguous resultsOur initial efforts showed nothing, but there was a missing condition.Keep the headline short for low-involvement products only(9.1.4)Quasi-experimental findings: Recall from WAPB analysis(Persuasive Advertising p 246)InvolvementShorterLongerHigh (118) 17.9 19.9Low (31) 21.9 20.5 9
  • 10. Based on this exercise, write a small application step foryourself, and set a deadline, preferably within one week. If youare working with someone else, share your application plan andthe results of your application.• For example, take the periods out of your headlines if you have something worthwhile to say. Adapted from AdPrin.com