The document discusses how distraction can be used effectively in advertising for high-involvement products. It presents studies showing that ads using distraction to reduce counter-arguing were more effective at changing attitudes for issues people had strong views on. However, distraction only worked if the core message was understood first. For products with clear benefits like health items, distraction through music, humor or writing style could boost persuasiveness if the message is clear. An example showed an ad disguised as a parking ticket was more effective at getting people to complete a survey than one openly labeled as an ad.

1. Distraction for High-involvement Products Adapted from AdPrin.com

2. Abolish fraternities? A 12-minute film showed a college professor arguing that fraternities encouraged cheating, dishonesty, social snobbishness, and racial discrimination -- as a result, they should be abolished. A second film used the same soundtrack superimposed on an entertaining short film that was about a completely different topic. Which film was more effective in changing the attitudes of fraternity members ___ the straight film? ___ the one with distraction? Write your answer, thengo to the next page for the experimental findings. Adapted from AdPrin.com 2

3. The point needs to be made before the distraction occurs In four studies where the subjects understood the message, the attitude change occurred due to the ad with a distraction (Osterhouse and Brock 1970) The one with distraction because it reduced counter-arguing. But attempts at replication often failed. Why?

4. For products offering clear benefits, consider distraction only if the message will be understood(Principle 5.1.2) If you have a message that is clearly in the consumers interest, say about losing weight or reducing smoking, consider distraction (e.g.,with music, humor, or clever writing).

5. Another example of distraction for a good purpose An ad was either tucked under a windshield wiper - making it look like a parking ticket - or taped to a door handle - looking like an ad. After they had a chance to read the ad, the 200 subjects were asked if they would complete an unrelated questionnaire. Which ad had the highest compliance? ___ a) ad that looked like a parking ticket? ___ b) ad that looked like an ad? Was there much of a difference? Explain. Go to the next slide for the evidence. 62% 37% Adapted from AdPrin.com 5

6. Create an unrelated problem, then remove it (Principle 5.1.5) (Dolinski and Nawrat 1998 in Persuasive Advertising p 110) To learn more, go to AdPrin.com

7. 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, analyze the advertising for your firm to see if there are any situations where distraction would be persuasive. Adapted from AdPrin.com