2. Contrasting Ads Subjects in the U.S were randomly assigned to ads for a camera phone that were identical except for these offers: ___ A: “Get 20% off the regular price,” ___ B: “Pay 80% of the regular price.” Which print ad for a camera phone was more effective -- and why? Write your answer, thengo to the next slide for the evidence. Adapted from AdPrin.com 2
3. Intentions for B were 28% higher than for A (Kim and Kramer 2006 in Persuasive Advertising p 221) When strong arguments exist, consider using ads that contrast with competitors’ ads (8.3.1) The findings were reversed in Hong Kong. Why? In Hong Kong, sale prices are normally expressed as “Pay x% of the regular price.” As a result, “Save 20 percent” led to purchase intentions that were 33% higher than the “Pay 80 percent” (Persuasive Advertising p 221). For more information, see Adprin.com
4. 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, consider framing a offer in a way different from competing firms. Adapted from AdPrin.com
