The reason why

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The reason why

  1. 1. The Reason Why<br />Adapted from AdPrin.com<br />
  2. 2. May I Use the Xerox Machine?<br />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: <br />60% (1) “Excuse me, I have five pages. May I use the Xerox <br /> machine?”<br /> ______ (2) “Excuse me, I have five pages. May I use <br /> the Xerox machine because I am in a rush?”<br /> ______ (3) “Excuse me, I have five pages. May I use <br /> the Xerox machine because I have to make copies?”<br />Adapted from AdPrin.com<br />
  3. 3. Adapted from AdPrin.com<br />60% (1) “Excuse me, I have five pages. May I use the Xerox <br /> machine?”<br /> ______ (2) “Excuse me, I have five pages. May I use <br /> the Xerox machine because I am in a rush?”<br /> ______ (3) “Excuse me, I have five pages. May I use <br /> the Xerox machine because I have to make copies?”<br /> 94% <br />93%<br />Application to advertising:<br />Provide a reason, whether it is a reason for the price or a motivation for the purchase, for higher recall.<br />
  4. 4. History of the Reason Why<br />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.<br />Later research showed when the “reason why” is so important. See the next slide.<br />Adapted from AdPrin.com<br />
  5. 5. May I use the Xerox machine - Part 2<br /> 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: <br /> 24% (1) “Excuse me, I have 20 pages. May I use <br /> the Xerox machine?”<br /> ______ (2) “Excuse me, I have 20 pages. May I use <br /> the Xerox machine because I am in a rush?”<br /> ______ (3) “Excuse me, I have 20 pages. May I use <br /> the Xerox machine because I have to make copies?”<br />Adapted from AdPrin.com<br />
  6. 6. Adapted from AdPrin.com<br /> 24% (1) “Excuse me, I have 20 pages. May I use <br /> the Xerox machine?”<br /> ______ (2) “Excuse me, I have 20 pages. May I use <br /> the Xerox machine because I am in a rush?”<br /> ______ (3) “Excuse me, I have 20 pages. May I use <br /> the Xerox machine because I have to make copies?”<br /> 42%<br /> 24% <br />Application to advertising: For high-involvement products, the reason should be strong. <br />For low-involvement decisions, subjects do not think carefully about the reason.<br />
  7. 7. Evidence<br />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. <br />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.<br />For further evidence, see Persuasive Advertising p 64-66 and AdPrin.com<br />Adapted from AdPrin.com<br />
  8. 8. 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, make a list of reasons for people to use your services and use only the strong ones in your advertising.<br />Adapted from AdPrin.com<br />

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