Transcript PPT - Advertising Principles

Acceptance
Adapted from J. Scott Armstrong
Updated November 2014
Acceptance 33
Learning Diary
The lectures follow an experiential learning experience.
To make this work properly:
1. Obtain a learning diary (paper). Suggest 10 x 13
bound diary.
2. Keep it up to date.
3. Take the learning diary with you to all class sessions.
4. For self-learners, use the diary to track your
learning progress for all of your learning activities.
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Objectives of this session
To understand and apply these principles and
techniques (not to convince you). Ask for clarification as
needed.
Set a goal for yourself on how many principles and
techniques you plan to use by the end of this session.
Even a goal of one will help you. Put this in your learning
diary now.
Note: We will discuss only some of the slides. When you go
through the lecture on your own, view it in “Slide Show” and
follow the experiential procedures.
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Procedure
Focus on understanding.
Record questions in your learning diary that will help
you to apply the techniques or principles, then,
after you decide which ones you want to apply, try
to answer these from the readings. If not clear, ask
others for help.
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Gaining acceptance
Once you have the audience in a receptive mood,
seek acceptance.
Principles on acceptance rely heavily on
information as well as the way that information is
presented.
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Ansett New Zealand case
Your client, Ansett New Zealand, has been providing
customer service that is better than the state
airline, Air New Zealand.
Create believable arguments for TV commercials that
will convince customers of “better service.”
Focus on applying acceptance principles during this
session.
Alternatively, focus on an ad for your organization.
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Problem/Solution
“Often a bridesmaid but never a bride. Edna’s
case was really a pathetic one. Like every
woman, her primary ambition was to
marry… That’s the insidious thing about
halitosis (bad breath) …”
- Below an illustration of a sad-looking
young woman in a Listerine ad, 1920s
When is it most appropriate to use the
problem/solution approach? Write your
thoughts in your learning diary then click for
possible answers.
• Target market unaware of the solution
• Target market unaware of the problem
• High-involvement product
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TD Bank Problem/solution: Complies
• Solutions especially
– “Coins”
– “Pens”
– “Hours”
• But also problems (Rain)
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Describe a problem and show how the
product solves it (6.1.1)
State problem and move quickly to solution.
Evidence and usage:
1.7 times better recall for problem/solution ads for
ten quasi-experimental paired comparisons
(WAPB, PA p. 144)
Most important of persuasion of 160 features for
non-experimental data (Stewart & Koslow 1989)
18% of 1,059 tested TV commercials used it (Stewart &
Furse 1986)
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Successful problem/solution ad?
Alaska Airlines (0:29) by Joe Sedelmaier
Write the key problems with this application in your
learning diary. Then click for suggestions.
Too much time on the problem
Problem already well known.
Lacks a “reason why.”
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Problem/solution was used to reduce auto
thefts and thefts from autos
Theme: “It’s easy to outsmart the vehicle criminal.”
Problem: Show how thieves think: “It’s all insured
anyway,” and “Why should they have all of this when
I have nothing?” Portray them as marginal people
who capitalize on mistakes by others.
Solutions: Lock when buying gas; hide valuables (See
Persuasive Advertising, p.144 for evidence)
An IPA award for effective advertising
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Apply problem/solution to Ansett NZ
Write your thoughts in your learning diary.
Relevant?
Problems known?
New solutions?
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Demonstrate product benefits (6.2.1)
In a 1961 commercial by the Xerox Corp., a little girl
came into her father’s office, took some paper,
went to a machine, and made copies.
The ad ran only once because competitors,
suspecting a hoax, reported “false advertising” to
the Federal Trade commission (FTC).
First Xerox copier commercials
George Lois reproduced it under the eye of the FTC,
but used a chimpanzee instead. (See Persuasive Advertising,
p.144-145 for evidence)
(Historical note: Haloid renamed themselves asAdprin.com
Xerox.)13
Demonstrate product benefits. American
Tourister: Gorilla 0:30
Regarded as a highly effective commercial.
Other classic and successful applications:
Timex: Acapulco cliff diving (2:23) – Complies
Union Carbide Super Insulation: Watch the birdie
2:00
Complies. Also note the theme, pace, and
continuity.
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3D Printer – 4:27 - complies
Demonstrates in detail all the product benefits.
Compare with a written approach. Conclusion:
TV has a relative advantage over print for some
demonstrations.
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Evidence on demonstrations
Ads with demonstrations had 1.15 times better
recall (based on quasi-experimental data from 73
pairs of WAPB print ads).
TV commercials with demonstrations were 1.42
times more persuasive than those without (based on
non-experimental data. See PA, p.145-6)
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Demonstrations are widely used
Of 1,059 tested TV commercials, 60%
demonstrated the product use and 24%
demonstrated results.
(Stewart & Furse 1986)
Apply to the Ansett case? Write your thoughts
in your learning diary.
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In general, statistics are more convincing than
examples. ___ True___ False (Predict in your learning diary.)
True, unless people have strong contrary beliefs that
they are not willing to examine.
Statistical evidence was more persuasive (based on
meta-analysis of 15 empirical comparisons).
For an issue on which people are split 50-50, statistical
evidence would convince 22% more people. (Allen & Priess
1997) (See Persuasive Advertising, p.146 for evidence)
A combination of narrative and statistical evidence was found to
be more persuasive than either alone in an experimental study
(Allen et al 2000).
Provide quantitative evidence (6.3.1)
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Offer verifiable evidence (6.3.2)
Arguments that provided sources were more persuasive
for 17 of the 23 comparisons and increased credibility in
7 of 11 comparisons.
(O’Keefe’s 1998 meta-analysis)
Few advertisers use verifiable evidence. A meta-analysis
of 60 studies found that only 4%of ads in all media
provided research support. (Abernethy & Franke 1996)
This principle also applies to management reports,
resumes, and to claims in meetings. (See Persuasive Advertising,
p.147-148 for evidence)
Apply to Ansett NZ problem? Write your thoughts in your learning
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diary.
Helping people who are suffering
from a rare disease
A. ___ Would you donate to a fund when a sudden outbreak
of a rare but horrible disease has threatened the lives of 20
people across the U.S., and all these people can be saved if
treated properly?
B. ___ Would you donate to a fund when a sudden
outbreak of a rare but horrible disease has threatened
the lives of half of the 40 residents of a village in
Vermont, and all these people can be saved if treated
properly?
Which cause received more donations? Write your prediction in
your learning diary.
The way that you present data has a big effect on persuasion. In
the above study by Fetherstonhaugh (1997), donations were
much higher for B because they were a higher percentage of 20
those helped.
Using percentages to persuade
“In patients with type 2 diabetes, Lipitor reduces risk of
stroke by 48% [see side effects].”
“In patients with type 2 diabetes, Lipitor reduced the risk of
stroke from 2.8% for a placebo versus 1.5% for Lipitor [see
side effects].”
1,000 people were surveyed on what “40 percent” means:
respondents said, (a) one-quarter, (b) 4 out of 10, or (c) every
40th person (Gigerenzer 2002)
About 1/3 of the respondents provided an incorrect answer.
Implications for advertising? (See Persuasive Advertising, p.148-149 for
evidence)
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To aid understanding, use absolute numbers
for small values and frequency rates for large
values (6.4.1)
Also, avoid relative percentages.
Is it ethical to select base rates that make the effects
look large, as in the Vermont case on a rare disease
above?
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The Federal Budget in Dollars
Tax revenue:
Fed budget:
New debt:
National debt:
Recent budget cuts:
2,170,000,000,000
3,820,000,000,000
1,650,000,000,000
14,271,000,000,000
38,500,000,000
What actions would you recommend? Write them in
your learning diary.
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A household budget in dollars
Annual family income:
21,700
Money the family spent:
38,200
New debt on the credit card:
16,500
Outstanding balance on the credit card: 142,710
Recent budget cuts:
385
Recommendations? Write them in your learning diary.
Suggest a principle to avoid misunderstanding.
Note that the numbers are the same as on the previous
slide except that 8 zeros were removed.
Do not use large numbers. (Armstrong & MacGregor 1994)
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Improve this table
User ratings on excellence
Our brand
65%
Brand B
25%
Brand C
45%
Brand D
37%
User ratings on excellence
Brand
%
Ours
65
C
45
D
37
B
25
Use simple tables or graphs if you have substantial
amounts of data (6.4.2.)
Reduce ink, not information.
Organize to support message.
This applies to management reports and
brochures. Any applications for your organization?
(See Persuasive Advertising, p.149-150 for evidence)
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6.5.1 – Customer endorsements – Electric hairbrush – Complies
“My hair was
falling out and I
was rapidly
becoming bald,
but since using
the brush, a thick
growth of hair
has made its
appearance.”
Note: Endorsements have a long history. This ad is from 1884.
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6.5.1 – Customer Endorsements – Successful
Application
Legal Zoom (0:32) – complies but fails on music
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How can you make customer testimonials
believable?
Do not make them too slick.
Use real people and only one take.
In six studies, trustworthiness was aided by
blemishes (O’Keefe 2002, p. 185)
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Testimonials by typical customers
are persuasive
Analysis of 30 TV commercials spokespersons who were
"real consumers” rather than actors produced:
20% higher recall and
10% higher persuasion
Other non-experimental studies add support.
But overall, evidence is not strong (See PA p.151)
Possible applications to Ansett NZ or to your
organization? Write your thoughts in your learning
diary.
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When should avoid celebrities?
When an ad contains strong arguments, avoid the use of
celebrities (6.6.1)
Kaikati (1987) reports on a non-experimental study of
TV commercials showed that customers understood :
2.4 selling points for ads with no celebrities
1.4 points for ads with celebrities. (See Persuasive
Advertising, p.152 for evidence)
Analyses of non-experimental data on TV commercials
found that those with celebrities had lower
persuasion scores.
Apply to your company?
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“If you have nothing to say,
have a celebrity say it.” Old saying
Celebrities are not commonly used in ads:
4% of TV commercials for fast-moving consumer
goods used celebrity endorsements (Stewart & Furse
1986).
6% of 480 full-page print ads by leading US firms,
used celebrity endorsements (WAPB).
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Consider celebrity endorsements for gaining
attention (6.6.2)
Good match (celebrity/target market/product)
Good image/trustworthy
Analyze ROI for use of celebrity
Seldom done in practice (See Persuasive
Advertising, p.152-154 for evidence)
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Violation of celebrity principle
Gates/Seinfeld “Bill Buys shoes” 1:31
An irrelevant celebrity renders an ad useless. This
commercial, part of a series, had a short life and
was judged to be a failure.
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Expert endorsements
In general, what is more persuasive?
a) celebrities, or
b) Experts
Write your answer and reasoning in your
learning diary.
Check your answer on p.156 of PA.
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Consider support from an expert unless the target
market already agrees with the message. (6.7.1.)
Over 100 lab & field experiments support this principle
although the condition based on ten experimental
comparisons (O’Keefe 1987).
Still advertising (print or Internet) is the primary media
to use when there is expert support.
Successful example: In 1960, the American Dental
Association (ADA) endorsed Crest’s claim that its fluoride
prevented tooth decay. Crest’s market share went from 11
percent to 33 percent in a little over two years. (See Persuasive
Advertising, p.155-156 for evidence)
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When using experts, put them early.
Create a good first impression by using
credible experts.
So where should you mention the experts on
your team in a management report? Write
your answer in your learning diary.
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“Mention the name of a competitor and you
advertise him; slander him and you do yourself
no end of harm.”
George P. Roswell, advertiser (1894)
Prior to 1970, the U.S. Federal Trade Commission
(FTC) discouraged comparative advertising.
After 1970, however, the FTC encouraged it.
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Pepsi & Coke science ad (0:45)
Use comparative advertising for brands that have
clear comparative benefits and a small market share
(6.8.1) – violates
The humor over-rides the message.
Also the ad would be funny if you substituted nearly
any type of drink.
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6.8.1 – Use comparative advertising for brands
that have clear comparative benefits and a small
market share– Successful Application
Vista vs Mac (0:32) – complies
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Is comparative advertising good
for consumers?
Customers do not like comparative ads.
However, comparative ads are more informative.
Here are results for full-page magazine ads (Chou et
al. 1987):
Pieces of information
Non-comparative ads
1.4
Indirectly comparative
2.0
Directly comparative
2.5
(See Persuasive Advertising, p.156-157 for evidence)
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Is comparative advertising persuasive?
___ a) no ___ b) somewhat ___ c) yes
Write your answer and reasoning in your learning diary.
Comparative advertising is very persuasive. It increased
purchase intentions by 22%.
Extensive evidence: based on 77 studies in metaanalysis by Grewal et al (1997). 16 additional papers
with experiments on PA, p.336 under the “Grewal”
entry.
Comparative advertising has grown rapidly in the
U.S. and, more recently, in the EEC.
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When is comparative advertising most
persuasive?
1. Problem-solving products
2. High-involvement products
3. Products with small market share
Example: Macintosh vs. Microsoft
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Use comparative advertising for brands that
have clear comparative benefits and a small
market share. (6.8.1)
1. Make the featured product dominate the ad.
2. Use attributes that are important to the
consumer
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Compare the product with
market leaders (6.8.2)
When the comparison was against the market leader,
purchase intentions were 2.4 times higher than
when it was against a non-leading competitor.
(Based on a meta-analysis by Grewal et al. 1997)
An effective alternative is to use piecewise
comparisons. (e.g., our brand is better than Brand A
for feature x; better than Brand B on feature y; etc.)
Source: Muthukrishnan et al. 2001 (See Persuasive Advertising, p.159
for evidence)
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Apple vs. Microsoft
Is this an effective ad for Apple? Write your thoughts
in your learning diary.
Apple meets the conditions for using comparative
advertising against Microsoft.
Microsoft should avoid comparative advertising.
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6.8.2 – Compare the product with market
leaders– Avis –Complies
Note: Avis Rental Cars began its “We try harder” campaign in 1962. Avis’ market
share went from 10% to 35% over the next few years.
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How to make comparative claims?
Advise an advertiser who wants to use comparative
claims in an ad.
When making a comparative claim, provide objective
support and offer it gently (6.8.3)
“There’s nothing stronger than gentleness.”
Abraham Lincoln
Purchase intent was very strong but only when ads
contained factual support (Grewal at al’s 1997 meta-analysis of 40
studies).
Ads that took a positive approach were more persuasive.
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When should you use negative ads?
• Cicero asked, “Can any man be a friend of
someone who has murdered so many
citizens?”
• The president of Yale University said that if
Thomas Jefferson were elected, “the Bible will
be burned … and we may see our wives and
daughters the victims of legal prostitution.”
• Lincoln was attacked as a “liar, thief and
buffoon.”
Consider negative advertising when there is only
one major alternative to your brand, the other
brand has serious shortcomings, and total
demand is not a key factor (6.9.1) (See Persuasive
Advertising, p.161-162 for evidence)
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How to use attack ads
During the 2004 campaign for the U.S. presidency, the
Guardian newspaper in England portrayed George W.
Bush as a semiliterate ape and tried to persuade
voters in Ohio to vote for Kerry.
Was that an effective strategy?
Attack ads should employ objective information, not
emotion. (6.9.2) (See Persuasive Advertising, p.162-163 for evidence)
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Lemmings ad
Effective commercial?
Too negative.
Not objective.
Not supported by information.
This 1985 Super Bowl ad by the makers of “1984”
was regarded as a big failure.
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McDonald’s uses red worms?
McDonald’s was rumored to be using red worm
meat in its hamburgers. It was a strange rumor
because red worms cost more than five times as
much per pound as beef. Advise McDonald’s on
their advertising strategy in your learning diary.
Respond to negative claims that are likely to become
widely known (6.10.1)
Focus on the solution and avoid direct mention of the
claim. (See Persuasive Advertising, p.164 for evidence)
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If you were Hertz, how would you respond
to the Avis ads?
Write your ideas in your learning diary.
This is not easy; it took Hertz 4 years to respond,
during which they lost much business to Avis.
When you finish, click here.
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6.10.1 – Respond to negative claims that are
likely to become widely known - Complies
Though Hertz was slow to respond, in 1966, it managed to blunt the “We try harder”
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campaign with a campaign using ads such as the one above. (See Persuasive Advertising,
p.163-164 for evidence)
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In Iraq, when the U.S. military uncovered cases of
prisoner abuse at a prison, one officer advised going
public immediately and tell how the problem was
being resolved.
Was that good advice? Write your prediction and
reasoning in your learning diary.
Yes. Unfortunately, they did not follow her advice.
Use a pre-emptive reply if you are sure that an
attack is coming and if you have a good reply.
Modest evidence summarized on PA, p. 164
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Puffery is widely used. Is that a problem?
“Ponds Cold Cream keeps skin soft and young.”
58% of 1,059 TV commercials used puffery (for fastmoving consumer goods) (Stewart & Furse 1986).
Puffery is believed. (Non-experimental study.)
Does puffery enhance the customers’ experience?
Consider mild puffery. (6.11.1.)
Source: Marks & Kamins 1988
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The Pants Suit
An individual sued a dry cleaner in Washington DC for
$54 million because he was not satisfied with the
$10.50 alteration of his suit pants. The sign said
“Satisfaction guaranteed.” The individual who sued
lost, but due to legal costs the family lost their
business and had to move back to Korea.
• The FTC stated in 1984 that puffery does not warrant
enforcement action.
• Since the mid-1990s, U.S. consumers have had the
burden of proof of showing damages. Have they ever
won? Apparently not.
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When should you use questions?
Use product-related questions only if you have
good answers (6.12.1)
Applies to low-involvement products only because it leads
them to think about the arguments. For high-involvement,
people were already expecting to evaluate, so a
statement worked better than a question. (Petty et al 1981.)
Ads with questions and good answers had 1.4 times higher
recall (Quasi-experimental data on 13 pairs of WAPB print ads. See
PA, p. 167)
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Repetition
If an ad keeps repeating something that is false, will
you start to believe it?
___Yes
___No
Write your answer and reasoning in your
learning diary.
“A lie told often enough becomes the truth.”
Lenin
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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 lowinvolvement products, but not for high-involvement
ones. (Batra and Ray 1986 in Persuasive Advertising p 168.)
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Repeat key points over time for lowinvolvement products, credence products, or
products with strong support
“Oft-repeated advertisements…almost become
friends which many readers like to see.” Daniel Starch
1914)
Repetition spaced across time is more persuasive
than repetition within an ad; people forget the
messages are coming from one source.
Space repeated claims (6.13.1.)
Much experimental evidence. (See PA, p. 168-9)
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Space repeated claims (6.13.1)
Spaced over decades
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How to use repetition
Scott Armstrong relates his story:
“It was very early morning in an airport in Spain. I
decided to ask an agent for a better seat assignment.”
She said, “Do you like American cheese?”
“What?” I said.
She repeated the same thing. That did not help.
What she actually said: “Do you like emergency seats.”
Consider cosmetic variations rather than exact
repetition (6.13.2)
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Use substantive variations when arguments
are strong (6.13.3.)
Substantive variation will lead people to think
more about the arguments.
However, under high involvement, people think
about the arguments, so do not repeat weak
arguments.
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Use a calm tone when repeating benefits,
features, or arguments
Do not “shout.” Avoid strong emphasis in oral
and written copy.
Space the repetition throughout the ad,
especially for high-involvement goods. Close
repetition seems aggressive. Google AdWords
prohibits repetition with no spacing.
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Use subliminal messages only if the
customer is warned (6.14.1.)
Otherwise, subliminal advertising is ineffective
and unethical. (See Persuasive Advertising, p.171 for evidence)
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Use mnemonics (memory devices) when
customers will be purchasing at a later time
(6.15.1)
Mnemonic devices were positively – and strongly—
related to recall of brands and to comprehension and
persuasion. (Analysis of 1,059 TV commercials for
fast-moving consumer products by Stewart & Furse
1986).
Recall was 3% higher and persuasion was 8% higher
when verbal mnemonics were used than for the
typical ads in this sample. (Analyses of 1,513 thirtysecond TV commercials tested by Ipsos ASI) (See Persuasive
Advertising, p.172 for evidence)
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Encourage customers to tell (or ask) others
about the product (6.16.1.)
Subjects who expected to tell others changed their
attitudes more, and the change was still apparent
when measured eight to twenty weeks later. (Four
experiments by Boninger, et al 1990)
This principle also applies to people who are trying to
learn something – such as how to persuade people.
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6.16.1 – Encourage customers to tell (or ask)
others about the product. This famous 1925 ad
complies.
“Ask the
man who
owns one.”
Note: Many advertisers encourage people to tell others – and often
convince themselves in the process. Provide interesting and
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memorable information.
“Drink Coca-Cola”
ads from 1917-1951
“The command relieves the one commanded from
the trouble of making up his mind. It makes up his
mind for him, and so makes action easy.”
Walter Dill Scott, early 1900s.
Ensure action steps are clear and specific
(6.17.1) (See Persuasive Advertising, p.174 for evidence)
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Applying the principle
Improve this action step:
“Please don’t litter.” Write your ideas in your
learning diary. Then click for a possible solution.
“Please don’t litter. Dispose for recycling in the green
trash can located in aisle one.” This increased proper
disposal from 9% to 30%. (Geller et al. 1977)
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“He who agrees against his will is of the same
opinion still.”
Samuel Butler, late 1800s
Use a gentle call for action for highinvolvement products (6.17.2)
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6.17.2 – Use a gentle call for action for highinvolvement products— Complies
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Persuade someone to buy crystal glassware
Which appeal do you suggest - and why? Write your answer
in your learning diary.
___ a) “This shows good taste; it is truly a classic design.”
___ b) “This particular style has a charm all its own.”
Most selected “b” in a small experiment.
(Clee & Wicklund 1980)
Use gentle call for action for high-involvement products
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When using an explicit action step, make it
immediate, easy, and low risk. (6.17.3)
Experiment offered free car wash for:
___ Group A: 8 stamps
___ Group B: 10 stamps but two were stamped already
Results: “B” redemptions 1.8 times higher
(Nunes & Dreze 2006). Easy and immediate because the first
2 steps are already completed.
Recall for the easy-action ads was 1.2 times higher than
for the matched ads (quasi-experimental data for 43
pairs of WAPB print ads; PA, p. 177)
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Easy action step
Volkswagen’s Fun Theory (Bottle bank) 1:37
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Example of
an effective use of
easy action steps
Bose, in their
Wave radio ads,
allows customers
to purchase by
mail, fax, tollfree-800 phone
call, or web site.
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Many advertisements fail to provide easy
action steps
Of 480 ads from WAPB, only 23% provided easy
action steps; PA p. 177).
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Show that the action step is not risky
“Since landsend.com went live in 1995, there has
never been a confirmed use of fraud reported by
our customers as a result of a credit card purchase
made with us.”(See Persuasive Advertising, p.176-177 for evidence)
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Cup-Cake prediction case
___ a) The Control Group: Offered a cupcake and two cookies for
$.75.
___ b) The “That's-Not-All” Group: Told that cupcakes were $.75.
At this moment, a second experimenter said “wait a second,”
and had a brief exchange. The first experimenter then
announced that the price also included two cookies.
40% of those in “a” bought a cupcake.
What percentage bought in “b”? ______ Write your predictions
in your learning diary.
73%, but there were failure to replicate. What are the key
conditions? Source: Burger et al 1999)
Consider a bonus to a good offer when customers can respond
quickly. (6.17.5)
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Application session
Allow time to apply the principles from this session
to the Ansett case in your learning diary.
Alternatively, apply them to your ad or to an ad by
your organization
-- or to a management report.
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Techniques
In your diary, describe the techniques that you were
able to use for the Ansett Airlines case and rate your
success (e.g., creativity, objective setting)
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How Ansett gained believability
Once you have your campaign ideas for an
Ansett TV campaign. Click on the link below.
• Ansett Airlines
Did you use any of their ideas? Rate your
proposal against their Award Winning
Campaign.
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How did Ansett obtain their deas
about good service?
1. Write how you would have obtained actual examples
of better service? Write your answers in your diary.
2. Are the ideas used by Ansett believable? How could
you increase believability? Write your answers.
3. If you were a competitor and you believed that the
examples were not real, what would you have done?
Write your answers.
Go to next page for the answers
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Answers to Ansett believeability questions
1. a) ask airline personnel, b) ask passengers to report good
things on a follow-up survey, c) Ask agents to get details
when customer have a good experience, d) run a contest.
2. It helped that the ads provided sources – names and
locations of the customers. (Easy for people to check that
these were real people).
3. Contact the sources to see if the people are real and that the
event was true.
Ansett took the actions indicated in Bold above.
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Follow-up: Complete prior to next session
1. ___ Go through this lecture on your own (It is on
the Educational Materials page)
2.___Study Persuasive Advertising pages 143-179 and record
your reading time in your learning diary. Highlight techniques
that you want to apply in yellow.
3.___ Complete the End of Chapter Questions for
“Acceptance” and check your answers against PA.
4.__ When you have completed all steps, check your approach
against Ansett Airlines’ approach on the next slide.
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How they gained believability
Compare your ideas with those used in their award
winning campaign. See next slide. How many of
their principles did you use?
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Advice on learning
One study found that fewer than 10% of students were
successful in applying new knowledge.
• This went to 20% if they actively applied what they
were taught during a class session.
• It went to 90% when they worked with a learning
partner and coached each other.
Select techniques to apply
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