Word choice
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A: San Raphael toilets had the highest recall due to its specific word choice describing the toilet's low profile styling that conserves space and efficient design that uses less water. Concrete words were found to have 1.32 times higher recall than abstract words based on quasi-experimental data from 38 print ad pairs. The document recommends using specific words in ads and setting an application deadline within a week to add more specific words to ads or share an application plan and results with others.
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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.
Effective headlines
The document discusses effective strategies for writing headlines in advertising, including using descriptive headlines for high-involvement products, including the brand name in headlines for low-involvement brands, and leading readers into the body copy without stopping them. It provides evidence from studies that these techniques increased recall of advertisements. Specifically, descriptive headlines increased recall 1.52 times compared to non-descriptive, including the brand name increased recall 1.49 times for low-involvement products, and omitting periods from headlines increased recall 1.19 times. It also found that shorter headlines may be more effective for low-involvement products but had no significant impact on high-involvement products.
Specific or general benefts
The document discusses a 1972 case study of Procter & Gamble launching Dawn dish soap. P&G debated whether to advertise Dawn's "superior cleaning ability" or its "grease cutting action" as the key benefit. They went with advertising the specific "grease cutting action" benefit, which led to success. Additional evidence from studies found that print ads mentioning specific benefits produced better recall and response than ones only stating general benefits or no benefits. The document encourages applying this lesson by setting a deadline to include specific benefits in upcoming ads.
Speaking speeds
Speakers should use a rapid speaking rate of around 175 words per minute when delivering simple messages about low-involvement products. Research has shown that fast talkers are perceived more positively than slow speakers in traits like competence, truthfulness, and persuasiveness. Time compression of up to 30% in advertisements has little impact on consumers' purchase intentions.
Contrasting ads
The document discusses two contrasting ads for a camera phone - Ad A offered "20% off the regular price" while Ad B offered "Pay 80% of the regular price." Intentions were 28% higher for Ad B in the US but intentions were 33% higher for Ad A in Hong Kong due to cultural differences in how sale prices are normally expressed. The document encourages applying these findings by framing offers differently than competitors within one week.
How to pre test ads
The document provides three ways to pre-test ads before running them:
1. Ask experts to independently judge ads and average their judgments.
2. Conduct copy testing experiments to test behavioral responses to alternative ads for the same product.
3. Have independent experts code ads using the AdPrin Audit checklist to evaluate how well each ad applies advertising principles.
Effective headlines
The document discusses effective strategies for writing headlines in advertising, including using descriptive headlines for high-involvement products, including the brand name in headlines for low-involvement brands, and leading readers into the body copy without stopping them. It provides evidence from studies that these techniques increased recall of advertisements. Specifically, descriptive headlines increased recall 1.52 times compared to non-descriptive, including the brand name increased recall 1.49 times for low-involvement products, and omitting periods from headlines increased recall 1.19 times. It also found that shorter headlines may be more effective for low-involvement products but had no significant impact on high-involvement products.
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.
Recommended
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.
Effective headlines
The document discusses effective strategies for writing headlines in advertising, including using descriptive headlines for high-involvement products, including the brand name in headlines for low-involvement brands, and leading readers into the body copy without stopping them. It provides evidence from studies that these techniques increased recall of advertisements. Specifically, descriptive headlines increased recall 1.52 times compared to non-descriptive, including the brand name increased recall 1.49 times for low-involvement products, and omitting periods from headlines increased recall 1.19 times. It also found that shorter headlines may be more effective for low-involvement products but had no significant impact on high-involvement products.
Specific or general benefts
The document discusses a 1972 case study of Procter & Gamble launching Dawn dish soap. P&G debated whether to advertise Dawn's "superior cleaning ability" or its "grease cutting action" as the key benefit. They went with advertising the specific "grease cutting action" benefit, which led to success. Additional evidence from studies found that print ads mentioning specific benefits produced better recall and response than ones only stating general benefits or no benefits. The document encourages applying this lesson by setting a deadline to include specific benefits in upcoming ads.
Speaking speeds
Speakers should use a rapid speaking rate of around 175 words per minute when delivering simple messages about low-involvement products. Research has shown that fast talkers are perceived more positively than slow speakers in traits like competence, truthfulness, and persuasiveness. Time compression of up to 30% in advertisements has little impact on consumers' purchase intentions.
Contrasting ads
The document discusses two contrasting ads for a camera phone - Ad A offered "20% off the regular price" while Ad B offered "Pay 80% of the regular price." Intentions were 28% higher for Ad B in the US but intentions were 33% higher for Ad A in Hong Kong due to cultural differences in how sale prices are normally expressed. The document encourages applying these findings by framing offers differently than competitors within one week.
How to pre test ads
The document provides three ways to pre-test ads before running them:
1. Ask experts to independently judge ads and average their judgments.
2. Conduct copy testing experiments to test behavioral responses to alternative ads for the same product.
3. Have independent experts code ads using the AdPrin Audit checklist to evaluate how well each ad applies advertising principles.
Effective headlines
The document discusses effective strategies for writing headlines in advertising, including using descriptive headlines for high-involvement products, including the brand name in headlines for low-involvement brands, and leading readers into the body copy without stopping them. It provides evidence from studies that these techniques increased recall of advertisements. Specifically, descriptive headlines increased recall 1.52 times compared to non-descriptive, including the brand name increased recall 1.49 times for low-involvement products, and omitting periods from headlines increased recall 1.19 times. It also found that shorter headlines may be more effective for low-involvement products but had no significant impact on high-involvement products.
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.
Effectiveheadlines 110829172216-phpapp01
The document provides guidance on writing effective headlines based on research and principles. Descriptive headlines work best for high-involvement products while including the brand name is most effective for low-involvement brands. Shorter headlines may be better for low-involvement products according to initial evidence, while leading the reader into the body copy and avoiding periods in headlines can increase recall.
Effectiveheadlines 110829173618-phpapp02
The document provides evidence-based guidelines for writing effective headlines, including using descriptive headlines for high-involvement products, including the brand name for low-involvement brands, leading the reader into the body copy without stopping them, and keeping headlines short for low-involvement products only. It concludes by encouraging the reader to apply one of the principles, such as removing periods from headlines, within one week and share their results.
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.
Are comparative ads persuasive
Comparative advertising can be an effective persuasive technique, increasing purchase intentions by 22% according to multiple studies. It works best for problem-solving products, those that require more consumer involvement or research, and products with a small market share, like comparing Macintosh computers to PCs using Microsoft. The document encourages applying these lessons by evaluating two of your own firm's products to see if comparative advertising could provide benefits.
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.
Specificorgeneralbenefts 110829151456-phpapp01
The document discusses whether advertisements should focus on specific or general benefits. It describes how Procter & Gamble tested advertising Dawn dish soap's "superior cleaning ability" versus its "grease cutting action". Research showed ads mentioning specific benefits like "grease cutting action" led to better recall than those only citing general benefits or no benefits. The document encourages applying this lesson by modifying ads to emphasize specific over general benefits.
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.
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.
How much information for billboard ads
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.
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.
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.
Addordeletefeatures 110827204239-phpapp02
The document discusses a study on in-store pizza advertising campaigns. It found that a "scale-down" campaign, which starts with a fully loaded pizza and allows customers to remove toppings to reduce the price, resulted in twice as many total ingredients sold compared to a "build-up" campaign that starts with a basic cheese pizza and allows customers to add toppings at an additional cost. The document recommends that for committed in-store customers, advertisers should inform them that they can delete features rather than add them.
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.
When should an ad forewarn customers about an offer
Forewarning customers about an offer is most effective for low-involvement products, as warnings did not generate resistance for these types of goods. However, for high-involvement products that require more consideration, forewarnings actually caused customers to resist the offer, particularly if there was a delay in providing the promised offer. This is supported by a meta-analysis of 46 studies on persuasive advertising. The document advises applying this knowledge by coming up with an action plan to use forewarning for a low-involvement product within one week.
When should ads use two sided arguments
Two-sided ads tell the potential bad aspects of a product as well as the good aspects. Research has found that two-sided arguments can be more persuasive than one-sided arguments if the ad refutes strong opposing arguments. However, if the ad does not refute negative arguments, then a one-sided argument is more persuasive. Therefore, ads should use two-sided arguments when there are likely to be strong opposing views that the ad can successfully refute.
Is double branding powerful
The document discusses whether double branding, which is including both the brand and company name together (like "Tide by P&G"), has a small or large effect on advertising. It notes that 82% of print ads use double branding. It then references a quasi-experimental study that found recall was 1.7 times higher for double-branded print ads compared to ads with just the brand name. The document concludes double branding has a large effect based on this evidence.
Distraction for high involvement products
The document discusses how distraction can be used effectively in advertising for high-involvement products. It presents studies showing that ads using distraction to reduce counter-arguing were more effective at changing attitudes for issues people had strong views on. However, distraction only worked if the core message was understood first. For products with clear benefits like health items, distraction through music, humor or writing style could boost persuasiveness if the message is clear. An example showed an ad disguised as a parking ticket was more effective at getting people to complete a survey than one openly labeled as an ad.
Changing someone's mind
Using stories is more effective than facts at changing someone's opposing viewpoint. Stories convey powerful emotional images that aid recall and lead people to focus on the example rather than arguments. Stories do not directly challenge beliefs which avoids counter-arguing. An experiment found those who heard stories about the dangers of drinking changed their opinions, while those given statistical evidence did not.
Are good looking people more persuasive
According to research, physically attractive spokespeople can be more persuasive for products related to enhancing beauty, but their attractiveness may not influence perceptions of integrity or competence. Studies found that subjects rated candidates as more competent based solely on very brief exposures to their photos, and the candidate deemed most competent-looking won the election over 60% of the time in several races. The document encourages applying these findings by using a competent-looking spokesperson within a week.
Provoking the target market
The document discusses provocative advertising and when it is effective versus ineffective. It provides an example of an ineffective provocative watch ad showing a person on fire with the caption "Why kill time when you can kill yourself?". The document explains that provocation is only effective when it draws attention to a relevant selling point, such as an ad by Samaritans addressing suicide prevention. However, provocation can overwhelm the intended message or create negative brand associations if not carefully executed. The document concludes by encouraging the reader to apply these lessons through a small real-world project within one week.
Format of text
Medieval scribes originally used full justification when writing manuscripts by hand. In the 15th century, the printing press was invented, making full justification easier. The earliest known printed advertisement from 1480 also used full justification. However, ragged right formatting became more popular in the 1930s as it eliminated uneven spacing and was easier for typewriters that could not fully justify text. Modern computers make it virtually costless to fully justify text again. Studies have found that comprehension of moderately long lines of text is about 5% greater when fully justified compared to ragged right formatting.
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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, 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.
Effectiveheadlines 110829172216-phpapp01
The document provides guidance on writing effective headlines based on research and principles. Descriptive headlines work best for high-involvement products while including the brand name is most effective for low-involvement brands. Shorter headlines may be better for low-involvement products according to initial evidence, while leading the reader into the body copy and avoiding periods in headlines can increase recall.
Effectiveheadlines 110829173618-phpapp02
The document provides evidence-based guidelines for writing effective headlines, including using descriptive headlines for high-involvement products, including the brand name for low-involvement brands, leading the reader into the body copy without stopping them, and keeping headlines short for low-involvement products only. It concludes by encouraging the reader to apply one of the principles, such as removing periods from headlines, within one week and share their results.
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.
Are comparative ads persuasive
Comparative advertising can be an effective persuasive technique, increasing purchase intentions by 22% according to multiple studies. It works best for problem-solving products, those that require more consumer involvement or research, and products with a small market share, like comparing Macintosh computers to PCs using Microsoft. The document encourages applying these lessons by evaluating two of your own firm's products to see if comparative advertising could provide benefits.
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.
Specificorgeneralbenefts 110829151456-phpapp01
The document discusses whether advertisements should focus on specific or general benefits. It describes how Procter & Gamble tested advertising Dawn dish soap's "superior cleaning ability" versus its "grease cutting action". Research showed ads mentioning specific benefits like "grease cutting action" led to better recall than those only citing general benefits or no benefits. The document encourages applying this lesson by modifying ads to emphasize specific over general benefits.
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.
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.
How much information for billboard ads
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.
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.
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.
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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.
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When should an ad forewarn customers about an offer
Forewarning customers about an offer is most effective for low-involvement products, as warnings did not generate resistance for these types of goods. However, for high-involvement products that require more consideration, forewarnings actually caused customers to resist the offer, particularly if there was a delay in providing the promised offer. This is supported by a meta-analysis of 46 studies on persuasive advertising. The document advises applying this knowledge by coming up with an action plan to use forewarning for a low-involvement product within one week.
When should ads use two sided arguments
Two-sided ads tell the potential bad aspects of a product as well as the good aspects. Research has found that two-sided arguments can be more persuasive than one-sided arguments if the ad refutes strong opposing arguments. However, if the ad does not refute negative arguments, then a one-sided argument is more persuasive. Therefore, ads should use two-sided arguments when there are likely to be strong opposing views that the ad can successfully refute.
Is double branding powerful
The document discusses whether double branding, which is including both the brand and company name together (like "Tide by P&G"), has a small or large effect on advertising. It notes that 82% of print ads use double branding. It then references a quasi-experimental study that found recall was 1.7 times higher for double-branded print ads compared to ads with just the brand name. The document concludes double branding has a large effect based on this evidence.
Distraction for high involvement products
The document discusses how distraction can be used effectively in advertising for high-involvement products. It presents studies showing that ads using distraction to reduce counter-arguing were more effective at changing attitudes for issues people had strong views on. However, distraction only worked if the core message was understood first. For products with clear benefits like health items, distraction through music, humor or writing style could boost persuasiveness if the message is clear. An example showed an ad disguised as a parking ticket was more effective at getting people to complete a survey than one openly labeled as an ad.
Changing someone's mind
Using stories is more effective than facts at changing someone's opposing viewpoint. Stories convey powerful emotional images that aid recall and lead people to focus on the example rather than arguments. Stories do not directly challenge beliefs which avoids counter-arguing. An experiment found those who heard stories about the dangers of drinking changed their opinions, while those given statistical evidence did not.
Are good looking people more persuasive
According to research, physically attractive spokespeople can be more persuasive for products related to enhancing beauty, but their attractiveness may not influence perceptions of integrity or competence. Studies found that subjects rated candidates as more competent based solely on very brief exposures to their photos, and the candidate deemed most competent-looking won the election over 60% of the time in several races. The document encourages applying these findings by using a competent-looking spokesperson within a week.
Provoking the target market
The document discusses provocative advertising and when it is effective versus ineffective. It provides an example of an ineffective provocative watch ad showing a person on fire with the caption "Why kill time when you can kill yourself?". The document explains that provocation is only effective when it draws attention to a relevant selling point, such as an ad by Samaritans addressing suicide prevention. However, provocation can overwhelm the intended message or create negative brand associations if not carefully executed. The document concludes by encouraging the reader to apply these lessons through a small real-world project within one week.
Format of text
Medieval scribes originally used full justification when writing manuscripts by hand. In the 15th century, the printing press was invented, making full justification easier. The earliest known printed advertisement from 1480 also used full justification. However, ragged right formatting became more popular in the 1930s as it eliminated uneven spacing and was easier for typewriters that could not fully justify text. Modern computers make it virtually costless to fully justify text again. Studies have found that comprehension of moderately long lines of text is about 5% greater when fully justified compared to ragged right formatting.
Use of motion
1) Motion ads are more appropriate than still ads for emotional appeals, reinforcing existing beliefs, and demonstrating simple messages. Motion ads with complex information or high amounts of details can irritate viewers.
2) The document recommends examining current still ads to identify ones that could be improved by adding motion, such as brief YouTube videos. Setting a deadline of one week to implement a motion ad is suggested.
Sounds of words
This document discusses how the sounds of words can influence people and should be considered when naming products and services. It provides evidence from studies that showed people preferred brand names that had sounds fitting the product, like perceiving the letter R as expressing motion and preferring the name "Frosh" over "Frish" for ice cream. The document recommends applying this by using sounds in names that fit your own products or services.
Sounds of words
This document discusses how the sounds of words can influence people and should be considered when naming products or services. It provides evidence from studies that showed people preferred brand names that had sounds fitting the product, like perceiving the letter R as expressing motion and preferring the name "Frosh" over "Frish" for ice cream. The document recommends applying this by using sounds in names that fit your own products or services.
Are adjectives persuasive
Adjectives can be a persuasive tool in advertising. An experiment showed that menu items described with more adjectives like "tender grilled chicken" sold more units than those with less description like "grilled chicken". Additional evidence found that diners rated meals with descriptive adjectives as higher quality and were more likely to order them. Similarly, subjects preferred paint colors with fancy names over generic names. The document encourages applying these findings by reviewing ads for opportunities to add persuasive adjectives.
When to use favorable images
The Molson Beer case study shows how using favorable images like puppies in ads can backfire if not properly tested. The ad implied that women who saw men with Molson in magazines would be "pre-programmed" for those men, which led to protests. The ad should have been copy-tested with diverse groups to check for potential objections before publishing. While favorable images can work for some low-involvement print ads, they are risky for high-involvement products without strong arguments linking the image to the product. Marketers should use favorable associations carefully and ensure they are relevant to the product.
How can risk be used in advertising
This document discusses how risk can be used in advertising. It describes an experiment where students were asked if they would prefer $500 for sure or a 15% chance to win $1 million. About half chose the sure $500 despite the potential higher expected value of $150,000 from the risky option. The document notes that customers generally prefer product satisfaction guarantees to reduce risk. It advises advertisers to use such guarantees to appeal to customers' preference for reducing risk when making purchases.
Add or delete features
The document discusses two potential advertising campaigns for a pizza store: one that starts with a fully loaded pizza and allows customers to remove toppings to save money, and one that starts with a basic cheese pizza and allows customers to add toppings at an additional cost. Research from experiments in Italy and the US found that the "scale-down" version, which allows removing toppings, resulted in twice as many ingredients sold compared to the "build-up" version which requires adding toppings. The document recommends informing committed customers in-store that they can delete toppings rather than adding them and targeting promotions to attract customers with a low initial price and then suggesting additions once they are in the store.
When to avoid/use celebrity endorsements
Celebrities should be avoided in advertisements when the ad contains strong arguments, as studies have shown ads without celebrities are better understood and more persuasive to customers. While celebrities can help gain attention, the return on investment for celebrity endorsements should be calculated, and ads containing celebrities have been shown to score lower on persuasion. When using celebrity endorsements, an escape clause should be included in case the endorsement does not provide the expected return.
Stealing thunder
The document discusses using pre-emptive messages to counter potential arguments against you. It describes a situation where a U.S. military officer advised publicly addressing a case of prisoner abuse at an Iraq prison to explain how the issue was being resolved. This "stealing thunder" approach would have helped the military gain credibility and control the narrative before others reported on it negatively. The document also suggests having pre-prepared responses ready for likely attacks or criticisms regarding your product or position to get ahead of counterarguments.
Persuade someone to buy crystal glassware
This document discusses different types of calls to action when persuading someone to buy crystal glassware. It describes an experiment where subjects were given one of two pitches for crystal glassware: a) emphasizing the product shows good taste or b) emphasizing the particular style has its own charm. More subjects who received version b (the softer sell) purchased the product than those who received version a (the harder sell). The document concludes that a gentle call to action works better than a hard sell for high-involvement products like crystal glassware.
How to use attack ads
The document discusses using attack ads during political campaigns and provides recommendations. It notes that portraying George W. Bush as a semiliterate ape during his 2004 campaign was not an effective strategy. It recommends that attack ads should employ objective information, not emotion, and should be based on evidence rather than trying to elicit an emotional response from voters. The document also suggests evaluating your own attack ads to ensure they are factual rather than emotional.
How to frame data
The document discusses how to effectively frame data when fundraising for a rare disease. It notes that research showed people were more likely to donate to a fund helping half of the residents in a small Vermont village than a fund helping 20 people across the US, even though the total number of people helped was the same, because framing it as a higher proportion of the affected population was more persuasive. The document recommends using absolute numbers for small values and frequency rates for larger values when framing data to aid understanding.
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When should an ad forewarn customers about an offer
Word choice
- 1. Word choice Adapted from AdPrin.com
- 2. Word choice Which had highest recall and why?___ A: San Raphael toilets. Low profile styling conserves space. The efficient design uses less water – only three and one-half gallons___ B: Vanquish those dragons of the Age of Commonplace.See the next slide for the answer. Adapted from AdPrin.com 2
- 3. A had twice the recall of B. Concrete words had 1.32 times higher recall (quasi-experimental data on 38 pairs of WAPB print ads) (Persuasive Advertising p 187). Use specific words (7.3.1) See AdPrin.com for more information
- 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, do an edit to see if you can add specific words to your ads. Adapted from AdPrin.com