Using consumers to evaluate ads
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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.
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Using consumers to evaluate ads
This document discusses different approaches for using consumers to evaluate advertising effectiveness and provides evidence-based recommendations. It advises against using focus groups or surveys that ask consumers if they like an ad, as consumers are not experts in persuasion and such methods can introduce bias. The document recommends using experiments by presenting different ads to groups and assessing their responses in terms of purchase intentions, as this provides a more objective measure of an ad's persuasiveness.
Using consumers to evaluate ads
This document discusses different approaches for using consumers to evaluate advertising effectiveness and provides evidence-based recommendations. It advises against using focus groups or surveys that ask consumers if they like an ad, as consumers are not experts in persuasion and such methods can introduce bias. The document recommends using experiments by presenting different ads to groups and assessing their responses, intentions, and behaviors to determine an ad's persuasiveness.
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Dr. Your Professor
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Integrated Marketing Communications
Write an introduction here. Minimum of three sentences.
Develop the integrated marketing communications plan most relevant for your product / service and audience. This section has many points, be thorough.
Message Strategy
Develop your message strategy. How do you plan to be consistent with your traditional and social media choices?
Media Strategy
Develop your media strategy. What are your media choices and how will you use them. What is your rationale for your choices and why are they relevant to your target market.
Public Relations, Sales Promotion, and Personal Selling Plan
Write an introduction here. Minimum of three sentences.
Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience. Introduction of this section here; minimum three sentences.
Sales Promotion Plan
Text here. Most familiar uses of sales promotions are couponing, rebates, loyalty programs, tier pricing, etc.
Personal Selling Plan
Text here. Will you have outside sales representatives, inside sales representatives, telemarketing, customer service, live chats? Include any direct communication pla ...
Evaluating advertising creative proposal
This document provides guidance on evaluating advertising creative proposals. It discusses:
1) Key questions to ask when evaluating a proposal, including whether you like it, if it is on strategy, if the idea is own-able, and if the concept is mind/heart opening.
2) Case studies evaluating advertising proposals for Magnum and RTA are provided as examples.
3) Guidelines are given for providing feedback to advertising agencies, including using a rating scale and having an internal discussion before responding.
Anewpricingpolicy 110829171838-phpapp01
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New product development in Marketing Mansgement
The document outlines the 7 major stages of product development: 1) Idea Generation, 2) Idea Screening, 3) Concept Development and Testing, 4) Marketing Strategy and Business Analysis, 5) Product Development, 6) Test Marketing, and 7) Commercialization. It provides details about each stage and uses the example of developing a food delivery app to illustrate the process.
Prisoners dilemma for ad spend
The document summarizes a study on prisoner's dilemma for advertising spending decisions. In the study, 57 marketing managers chose between cooperative or competitive advertising spending choices. The results found that 78% chose the less profitable competitive option in order to beat their competitor, even though cooperation would have led to higher overall profits. The document encourages applying the lesson by setting a deadline to cooperatively advertise in a way that helps both your business and others.
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More from Scott Armstrong
Word choice
This document discusses word choice in advertising and provides an example. It summarizes that concrete words had higher recall than abstract words in an experiment. It recommends using specific words in advertising and provides an application step of editing ads to add more specific words. Readers are also directed to the author's website for more information and interactive versions of the slides.
When to use emotion
This document discusses when to use emotion in persuasive ads. It provides three key points:
1. Emotion is often used for well-known brands, frequently purchased products, and situations where there is low need for information, according to a study of 1,059 TV commercials.
2. The document encourages the reader to identify situations where emotional appeals could be persuasive for their own customers and develop ideas for how to appeal to their customers' emotions.
3. Readers are also prompted to write a small application plan for themselves with a deadline of within one week and to share their plan and results with others if working with a team.
When should you advertise news
The document discusses when advertisements should include news. It states that ads should only announce news if it is real, as trivial news will not help and may annoy viewers. Experimental studies show that including genuine news is important for generating responses. The document recommends that websites provide real information about new developments on their News pages.
When should an ad use direct conclusions
The document discusses when direct vs indirect conclusions should be used in advertising. It notes that if resistance is not expected, direct conclusions can be used, but if resistance is expected, especially for high-involvement products, indirect conclusions are better when the arguments are strong. It provides some examples of indirect ways to conclude, such as not stating the conclusion explicitly, using innuendos, allowing the conclusion to be "overheard," or treating the claim as already accepted. Research has found direct conclusions can lead people to reassert beliefs and resist persuasion, while indirect conclusions are better at overcoming resistance.
When should an ad forewarn customers about an offer
When advertising low-involvement products, forewarning customers about an offer can be effective. However, for high-involvement products, warnings tend to generate resistance, especially if there is a delay between the warning and the offer. According to a meta-analysis of 46 studies, forewarning is persuasive for low-involvement products but warnings produced resistance for high-involvement goods.
When scarcity works
The Butter Council threatened legal action against I Can't Believe It's Not Butter (ICBINB) for their use of the word "butter" in the UK. However, ICBINB ran ads showing that the butter interests were trying to remove ICBINB from the market, creating a sense of scarcity. This led to a 38% brand awareness increase and trouble meeting demand, with the ad campaign winning an award. The document concludes that scarcity only increases demand when the product is already attractive, and suggests making an attractive product scarce by limiting time, quantity, customers, or stores.
When is repetition effective
The document discusses the effectiveness of repetition in advertising. It notes that repetition can increase beliefs for low-involvement products but not high-involvement ones. A lab experiment showed that repetition increased purchase intentions for low-involvement products through repeated 30-second TV commercials, but had no effect on high-involvement products. The document encourages applying this by considering repeating claims of benefits for your firm using varied wording.
Voice qualities
The document discusses persuasive voice qualities for communication. It lists five voice qualities that were found through an experimental study to increase success for interviewers: higher pitch, greater variation in pitch, greater loudness, faster rate of speaking, and clearer pronunciation. It encourages applying these qualities through a small exercise within one week and sharing results with others.
Virtual meetings for producing ideas
The document discusses the benefits and costs of virtual meetings for producing creative ideas. It lists the main benefits as saving time by not needing to schedule or travel for meetings, enhancing creativity by having fewer distractions, and allowing for self-paced analysis while providing good records of individual contributions. The costs listed are that virtual meetings can be less fun for some, obvious if someone does not contribute, require more thinking, and put pressure on participants to perform. The document also presents evidence that virtual groups can be as effective or more effective than face-to-face groups for creativity and problem-solving, except when negotiation is required. Initial face-to-face meetings may help develop strong personal ties that support
Virtual meetings for producing ideas
The document discusses the benefits and costs of virtual meetings for producing creative ideas. It lists the main benefits as saving time by not needing to schedule and travel for meetings, enhancing creativity by having fewer distractions, and allowing for self-paced analysis while providing good records of individual contributions. The costs listed are that virtual meetings can be less fun for some, obvious when someone does not contribute, require more thinking, and some people may be unable or unwilling to work independently. The document also presents evidence that virtual groups can be as good or better than face-to-face groups for creativity and problem solving, except when negotiation is required. Initial face-to-face meetings help develop strong personal ties that
Using illustrations to persuade
This document discusses which type of illustration is more effective for persuading people - an illustration showing an individual person (Illustration A) or a group shot (Illustration B). It argues that Illustration A, showing a single individual, is more persuasive because it allows people to better identify with the person in the image. Evidence from research shows that donations are higher when people see similar individuals rather than group shots or statistics about large numbers of people. The document encourages applying this lesson by setting a deadline to take a small persuasive action using an individual illustration within one week.
Using groups to analyze data
Using Groups to analyze Data: Parallel Processing
This document discusses using groups effectively for data analysis. It provides an example where a group correctly solved a math problem involving the purchase and sale of a horse, while individuals were more likely to get it wrong. A similar problem involving multiple animals showed that changing the context reduced errors. The document recommends: 1) Having group members independently solve problems first before discussing; and 2) Stating problems in different ways to solve. This highlights how groups can arrive at better solutions than individuals alone.
Using groups to analyze data
A man bought a horse named Harry for $60 and sold him for $70, then bought him back for $80 and sold him for $90. Solving this problem individually, people get different answers. However, if they solve it individually and then discuss it in a group, the group nearly always gets the correct answer of $20 profit. The same problem stated for an "animal business" with a horse and pig transactions is mathematically identical, but people are much more likely to get it right because discussing the similar horse problem first resolved the source of confusion. This demonstrates the value of parallel processing problems independently and then discussing solutions in a group.
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 (#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.
Specific or general benefts
This document discusses whether advertisements should describe specific or general benefits. It describes a case where Procter & Gamble debated whether to advertise Dawn dish soap's "superior cleaning ability" or its "grease cutting action." Research showed that ads mentioning specific benefits like "grease cutting action" produced better recall than those with general benefits or no mentioned benefits. The document encourages applying this lesson by planning to include specific benefits in upcoming advertisements.
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 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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Using consumers to evaluate ads
- 1. Using consumers to evaluate ads 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. How could you use consumers to evaluate ads? Which of the following approaches are useful? 1. Focus groups to discuss their reactions to an ad. 2. Surveys to ask people how much they like an ad. 3. Surveys that ask people about their intentions to purchase when presented with different ads for the same product. Click for the evidence-based answer Only #3; #1 and #2 are detrimental Adapted from AdPrin.com 2
- 3. Evidence-based recommendations 1. Avoid asking consumers if an ad is effective. They are not experts in persuasion. In particular, avoid focus groups, an expensive and inappropriate method for evaluation. Focus groups tend to result in bias based on • The behavior of the group leader • Wording of the questions and suggestions • Reluctance to put forth unusual ideas – (Armstrong 2004) 2. Do not use “liking” as a criterion, whether by consumers or experts. • Liking is not an objective (Persuasive Advertising p 289) • Focus on persuasiveness 3. Use experiments. Assess how people are affected when presented with different ads (some get ad A while others get ad B)
- 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. Example: Test responses for two of your firm’s ads for a given product, using a small convenience sample. Adapted from AdPrin.com