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Effective headlines


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Effective headlines

  1. 1. Effective headlines<br />Adapted from<br />
  2. 2. “In today’s environment, even man could become an endangered species.”<br />Consider the above headline. What was the ad for? See the next slide for the answer.<br />
  3. 3. A laxative.<br />Use descriptive headlines for high-involvement products. (Principle 9.1.1)<br />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.<br />
  4. 4. “a” was three times higher (Persuasive Advertising p 244)<br />Use descriptive headlines for high-involvement products. (Principle 9.1.1)<br />Evidence on descriptive headlines:<br />Especially effective for high-involvement products<br /> 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)<br />4<br />
  5. 5. Include the brand name in the headline (9.1.2)Especially for low-involvement well-liked brands.<br />Quasi-experimental evidence:<br /> Recall was 1.49 times higher in 24 pairs of low-involvement print ads from WAPB (Persuasive Advertising p 245)<br />Typical practice: <br />Half put a brand name in the headline. (Based on 480 WAPB print ads.)<br />5<br />
  6. 6. 6<br />
  7. 7. Effective Headlines<br />Which of the following two headlines is more effective?<br />___ A. Are you afraid of making mistakes in English?<br />___ B. Do you make these mistakes in English?<br />See the next slide for the answer.<br />Adapted from<br />7<br />
  8. 8. B. Lead the reader into the body copy (9.1.3)<br />Also, do nothing to stop the reader.<br />Our WAPB analysis of 19 pairs of print ads showed a 1.19 times higher recall by omitting periods in the headlines (Persuasive Advertising p 246).<br />
  9. 9. Are short headlines more effective?<br />Little prior research and ambiguous results<br />Our initial efforts showed nothing, but there was a missing condition. <br />Keep the headline short for low-involvement products only(9.1.4)<br />Quasi-experimental findings: Recall from WAPB analysis(Persuasive Advertising p 246)<br />InvolvementShorterLonger<br />High (118) 17.9 19.9<br />Low (31) 21.9 20.5<br />9<br />
  10. 10. 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. <br />For example, take the periods out of your headlines if you have something worthwhile to say.<br />Adapted from<br />