When is repetition effective
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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.
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When is repetition effective
The document discusses the effectiveness of repetition in advertising. It notes that while a lie repeated often may start to feel like the truth, repetition only increases purchase intentions for low-involvement products, not high-involvement ones, as found in a lab experiment. The document recommends applying this concept by repeating benefit claims of one's firm or product using different variations within a week's time and sharing the results.
When is repetition effective
The document discusses the effectiveness of repetition in advertising. It notes that while a lie repeated often may start to feel like the truth, repetition only increases purchase intentions for low-involvement products, not high-involvement ones, according to a lab experiment. The document encourages applying this lesson by considering repeating benefit claims of one's firm using varied wording within a week's time.
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This document discusses when motion ads are more appropriate than still ads. It provides 3 key points supported by evidence:
1. Motion ads are better for emotional appeals and reinforcing beliefs, while still ads work better for information and changing beliefs.
2. Simple messages are more suitable for motion ads to avoid irritating viewers, while complex messages require still ads.
3. Motion ads are well-suited for product demonstrations. The document encourages applying these principles by examining current still ads that could be improved with motion and setting a deadline to create simple motion ads, like YouTube videos.
Metaphors in advertising
This document discusses the effective use of metaphors in advertising. It suggests four criteria: metaphors should be novel, concrete, related to the product benefit, and avoid mixing metaphors. Research found that print ads using concrete metaphors had 34% better recall than those without. The document encourages applying these findings, such as by removing trite metaphors from a website, and sharing application plans and results with others.
Using illustrations to persuade
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When should an ad forewarn customers about an offer
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Is double branding powerful
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When should you advertise news
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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 to use emotion
This document discusses when to use emotion in persuasive ads. It provides three key points:
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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.
Product placement
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Word choice
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When to avoid use celebrities
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Specific or general benefts
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When is repetition effective
The document discusses the effectiveness of repetition in advertising. It notes that while a lie repeated often may start to feel like the truth, repetition only increases purchase intentions for low-involvement products, not high-involvement ones, as found in a lab experiment. The document recommends applying this concept by repeating benefit claims of one's firm or product using different variations within a week's time and sharing the results.
When is repetition effective
The document discusses the effectiveness of repetition in advertising. It notes that while a lie repeated often may start to feel like the truth, repetition only increases purchase intentions for low-involvement products, not high-involvement ones, according to a lab experiment. The document encourages applying this lesson by considering repeating benefit claims of one's firm using varied wording within a week's time.
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This document discusses when motion ads are more appropriate than still ads. It provides 3 key points supported by evidence:
1. Motion ads are better for emotional appeals and reinforcing beliefs, while still ads work better for information and changing beliefs.
2. Simple messages are more suitable for motion ads to avoid irritating viewers, while complex messages require still ads.
3. Motion ads are well-suited for product demonstrations. The document encourages applying these principles by examining current still ads that could be improved with motion and setting a deadline to create simple motion ads, like YouTube videos.
Metaphors in advertising
This document discusses the effective use of metaphors in advertising. It suggests four criteria: metaphors should be novel, concrete, related to the product benefit, and avoid mixing metaphors. Research found that print ads using concrete metaphors had 34% better recall than those without. The document encourages applying these findings, such as by removing trite metaphors from a website, and sharing application plans and results with others.
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.
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.
Is double branding powerful
The document discusses whether double branding, which is including both the brand and company name in advertising (e.g. "Tide by P&G"), is powerful or not. It begins by asking if the effect is small or large. The next slide provides evidence that the effect is large. Specifically, a study found that recall for print ads that used double branding was 1.7 times higher than ads that did not. Additional non-experimental data also supports the finding that double branding is effective. The document concludes by recommending including both the brand and company names in advertising based on the evidence.
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 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.
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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.
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.
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.
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.
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When to avoid use celebrities
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.
How much information for billboard ads
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When to use attractive models
When an attractive model can be persuasive begins with a discussion of when physically attractive models should be used in advertising. It notes that a meta-analysis of 75 studies found that attractive models are most effective when promoting products that enhance beauty or social competence. An example is provided of an experiment comparing ads using attractive models to promote beauty enhancing products like earrings and lipstick versus problem solving products like acne cover. The document concludes by suggesting the reader examine their own firm's ads to see if the use of attractive models is proper based on the conditions discussed.
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.
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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.
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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.
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.
Short quiz on problem solving bat ball
This document summarizes a study called "The Bat and Ball Problem" that tested people's problem solving abilities. [1] The study presented 3 logic problems of varying difficulties to over 3,000 students, and found that only 17% answered all three correctly, while 32% missed all three. [2] The results imply that when involvement is low, such as with unimportant purchases, people can be misled more easily. [3] Consumers should be aware of this risk when buying low-involvement goods.
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.
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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- 2. Repetition If an ad keeps repeating something that is false, will you start to believe it? ___Yes ___No Go to the next slide for the answer. Adapted from AdPrin.com 2
- 3. “A lie told often enough becomes the truth.” Lenin Belief increases for low-involvement products A lab experiment used different levels of repetition for 30-second TV commercials for three high- involvement and three low-involvement products. Repetition increased purchase intentions for the low-involvement products, but not for high- involvement ones. (Batra and Ray 1986 in Persuasive Advertising p 168.)
- 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. • For example, consider repeating claims of benefits of your firm by using cosmetic variations. Adapted from AdPrin.com