How much information for billboard ads
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This document discusses how much information should be included in billboard advertisements. It notes that typical highway billboards contain around 7 words and convey 1.2 pieces of information for national advertisers, while local advertisers use around 13 words and convey 1.6 pieces of information. The difference is believed to be because national advertisers follow expert recommendations to use 8 words or less. An experiment also showed that billboard ads with 7 or fewer words had significantly higher brand recall.
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How much information for billboard ads
National billboard advertisers typically use 7 words and convey 1.2 pieces of information, while local advertisers use 13 words and 1.6 pieces of information. Research shows that billboard ads with 7 words or fewer have significantly higher brand recall compared to longer ads. The document recommends applying this knowledge by creating a plan to design a short billboard ad and implementing it within a week.
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How much information for billboard ads
National billboard advertisers typically use 7 words and convey 1.2 pieces of information, while local advertisers use 13 words and 1.6 pieces of information. Research shows that billboard ads with 7 words or fewer have significantly higher brand recall compared to longer ads. The document recommends applying this knowledge by creating a plan to design a short billboard ad and implementing it within a week.
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Monthly Newsletter 3/2013
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This document discusses different approaches for using consumers to evaluate advertisements and provides evidence-based recommendations. It recommends only using surveys that ask about purchase intentions when presented with different ads (#3), and advises against focus groups (#1) and surveys about ad liking (#2). Focus groups and questions about ad liking can lead to biases and do not objectively measure persuasiveness. The best approach is experiments that assess how people respond to different ads. The document encourages applying these principles by testing consumer responses to ads within a week.
Using consumers to evaluate ads
This document discusses different approaches for using consumers to evaluate advertisements and provides evidence-based recommendations. It recommends only using surveys that ask about purchase intentions when presented with different ads (approach #3). It advises against focus groups (#1) and surveys about ad liking (#2), as these are not objective measures of persuasiveness. The document suggests using experiments to assess how people respond to different ads instead of subjective measures like focus groups or ad liking.
Uppercase
This document discusses the readability of uppercase versus lowercase letters. It presents evidence that lowercase letters are more readable than all uppercase letters for long texts. Specifically, a study found reading speed was 10% slower when text used all capital letters compared to lowercase. The document encourages applying this finding by identifying situations where readability is an issue and avoiding all uppercase text.
Tastes
This document provides guidance on avoiding violations of tastes and standards in advertising. It begins by giving an example of Volkswagen using an image that simulated the Last Supper to advertise a new Golf model, which Catholic bishops sued over. It then lists ways to avoid violating tastes or standards, such as using an independent review board to check for issues, copy testing concepts and ads, having a code of ethics for the team, and anticipating how interest groups may react. The document concludes by encouraging applying these lessons through a small personal action plan within a week.
Speaking speeds
This document discusses speaking speeds for announcers. It recommends speaking rapidly, around 175 words per minute, for simple messages about low-involvement products. Research has found that fast speakers are seen as more competent, truthful, fluent, energetic, and persuasive compared to slow speakers. Time compression of up to 30% also has little effect on purchase intentions according to additional studies cited. The document encourages applying these principles by setting an action plan with a deadline to try speaking faster about simple messages.
Sounds of words
This document discusses how the sounds of words can influence perceptions. It notes that most people perceive the name "Brimley" to convey a larger, more powerful car than "Bromley" due to the letter 'r' expressing motion. Studies have found that advertisers should use words where the sounds support the message. Specific guidelines developed in a brand name study recommend using sounds that fit the product or service. The document encourages applying these ideas in a small exercise within a week.
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This document discusses how the sounds of words can influence perceptions. It notes that most people perceive the name "Brimley" to convey a larger, more powerful car than "Bromley" due to the letter 'r' expressing motion. Studies have found that advertisers should use words where the sounds support the message. Specific guidelines developed in a brand name evaluation study recommend using sounds that fit the product or service. The document encourages applying these principles by setting an action plan to use fitting sounds within a week.
Should organizations use satisfaction surveys
The document discusses whether organizations should let customers know they will receive a satisfaction survey. It argues that doing so is not a good idea based on evidence that people who expect surveys will look for reasons to be dissatisfied. Instead, the document suggests alternative approaches like asking customers to report good service experiences to help improve service quality.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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How much information for billboard ads
- 1. How much information should be put in a billboard ad? Prepared 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 these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.
- 2. Principle for fast-exposure media How many words are on a typical highway billboard? _____ And how many pieces of information? ____ See the next slide for current practice. Adapted from AdPrin.com 2
- 3. WordsInfo National advertisers 7 1.2 Local advertisers 13 1.6 Why the difference between local and national? We suspect it is that the national advertisers are more likely to know the recommendations for their trade association and experts, who suggest using 8 words or less. Evidence on billboard ads An experiment showed that billboard ads with 7 or fewer words had half again as much brand recall (Blasko 1985).
- 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. Adapted from AdPrin.com