When should an ad use direct conclusions
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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 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 should an ad forewarn customers about an offer
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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.
When to use emotion
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Foot in-the-door application
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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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https://www.oeconsulting.com.sg/training-presentations]
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When should an ad use direct conclusions
- 1. When should an ad use direct conclusions? 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. Direct vs. indirect conclusions When should you use direct conclusions? Indirect: “Now that you know the difference, decide for yourself which disposable razor you should buy.” Direct: “Now that you know the difference, shave with Edge, the disposable razor that is best for you.” If resistance is not expected, use direct conclusions. (Principle 5.9.1) If resistance is expected, use indirect conclusions for high-involvement products when the arguments are strong and obvious.(Principle 5.9.2) “Too much zeal offends when indirection works." Euripides, Greek playwright, 480-406 BC 2
- 3. Some ways to be indirect about conclusions Write some ways come to an indirect conclusion. Then visit the next slide for an evidence-based list. Adapted from AdPrin.com 3
- 4. 1. Do not state an explicit conclusion. 2. Use innuendos. 3. Allow the conclusion to be “overheard.” For example, the ad shows two people arguing each side, as in a debate. (Galileo used this in 1632 in his Dialogue Concerning the Two Chief World Systems.) 4. Treat the claim as already accepted. For details on these, see Persuasive Advertising, p 127-8
- 5. Evidence A 1980 research review of over 40 studies found that direct conclusions led people to reassert their beliefs and to resist persuasion. Many lab experiments since 1980 have added further support for this persuasion principle. To learn more, go to AdPrin.com Adapted from AdPrin.com
- 6. 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, write four indirect ways to lead your customer to a conclusion. Adapted from AdPrin.com