Voice qualities
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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.
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3. Give a sample test that simulates the actual job to directly assess creativity and fit. Set self-imposed deadlines to apply these practices within a week.
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Celebrities should be avoided in advertisements when the ad contains strong arguments. Research on TV commercials found that ads with strong arguments conveyed 2.4 selling points on average, while ads with celebrities only conveyed 1.4 selling points on average. Additional analyses also found that ads with celebrities had lower persuasion scores. While celebrities can help gain attention, their use should be calculated based on projected return on investment, and contracts should include escape clauses in case the celebrity becomes controversial.
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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.
How would you hire creative people
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2. Use pre-specified evidence-based criteria like personality or cognitive skills tests. For group work, focus on "task-related" not "bio-demographic" diversity.
3. Give a sample test that simulates the actual job to directly assess creativity and fit. Set self-imposed deadlines to apply these practices within a week.
How to classify products for advertising
The document classifies products into three categories: search, experience, and credence. Search products can be evaluated by checking features before purchase. Experience products can only be evaluated after using the product. Credence products cannot be properly evaluated even after use. Automobiles are classified as experience products and university educations are classified as credence products. The document encourages applying this classification by noting product types before purchases and reviewing experiences or experts accordingly.
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.
Power of gifts
This document discusses the results of a field experiment testing the impact of including free address labels in mailings to increase donations. The experiment found that including free address labels with donation requests to the American Disabled Veterans increased the response rate from 18% to 35%, demonstrating the power of including small gifts to encourage reciprocity and increase responses. It encourages applying this lesson by considering giving small gifts to customers when reciprocation is easy to encourage responses or sales.
Music in ads
Music can be used in advertising in four main ways: 1) to gain attention, 2) to establish mood or emotions, 3) to evoke a time period, and 4) to identify a brand. Around 40% of TV commercials by major advertisers use music, though that percentage rises to 85% during prime time. A study found that music lowered purchase intentions for highly involved groups but increased them for less involved groups. The document encourages applying these principles by setting a small, time-bound goal to use music in an ad.
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.
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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, though it did not affect high-involvement products. The document encourages applying this by considering repeating claims of benefits for your firm using varied wording.
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Promises versus gifts
The document discusses a field experiment comparing response rates for a mail survey when offering a $50 payment upon completion versus including a $5 payment. The survey with the $50 promise received a 23% response rate, while the version with the $5 inclusion received 49%. It notes that people feel more obligated to reciprocate when given an actual gift rather than an empty promise. The document encourages applying this lesson by considering giving customers a small gift within a week and sharing results.
Product placement
This document discusses a study on product placement in TV shows. 111 subjects watched a Seinfeld episode and were later less aware of objects in the background compared to those featured. The subjects were then asked to suggest items for a friend moving and predicted that 6% would be from featured products and 9% would be from background displays, showing background placement can still be effective but featured is better remembered. The document encourages applying this lesson and sharing application plans and results.
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The document provides suggestions for how to keep creative ideas alive during group meetings. It recommends listening to ideas without judgment, suspending evaluation, and looking for ways to improve each idea rather than dismissing them. The document encourages applying these principles through a small, concrete action plan within a week to practice these skills, and sharing the results with others.
Examples vs statistics
This document summarizes research on the persuasiveness of examples versus statistics. It begins by asking whether statistics are generally more convincing than examples, then reveals that statistics are more persuasive unless the audience has strong contrary beliefs. It cites a meta-analysis finding that statistical evidence convinced 22% more people on issues where audiences were split 50-50. It concludes by advising considering an audience's existing beliefs when deciding whether to use examples or statistics in persuading them.
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This document discusses when to use emotion in persuasive ads. It provides three key points:
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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.
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When scarcity works
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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 (#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.
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.
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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.
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Part 2 Deep Dive: Navigating the 2024 Slowdown
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
Industrial Tech SW: Category Renewal and Creation
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
How MJ Global Leads the Packaging Industry.pdf
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Business storytelling: key ingredients to a story
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Authentically Social by Corey Perlman - EO Puerto Rico
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Social media for business Creative Web Design Company in Singapore
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
-- June 2024 is National Volunteer Month --
Check out our June display of books on voluntary organisations
Digital Marketing with a Focus on Sustainability
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Easily Verify Compliance and Security with Binance KYC
Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
一比一原版新西兰奥塔哥大学毕业证（otago毕业证）如何办理
一模一样【微信：A575476】【新西兰奥塔哥大学毕业证（otago毕业证）成绩单Offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Structural Design Process: Step-by-Step Guide for Buildings
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
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Voice qualities
- 1. Persuasiveness of voice Voice qualities 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. Voice qualities List persuasive voice qualities. Once you write your list, click for the evidence-based list. Adapted from AdPrin.com 2
- 3. An experimental study on willingness to be interviewed showed success was higher for interviewers with: • higher pitch, • greater variation in pitch, • greater loudness, • faster rate of speaking, and • clearer pronunciation – (Persuasive Advertising p 271). – To learn more go to AdPrin.com
- 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