Transcript PPT - Advertising Principles

Advertising: Introduction
Adapted from J. Scott Armstrong
Updated August 2015
Introduction R32
The slides for this course are provided at adprin.com.
Please send suggestions for improvements to Scott
Armstrong. ([email protected])
Use an Applications Diary
Primary purpose of the experiential lectures is
to help you to apply what you learn.
That is the only way to retain the principles and
techniques (it will also help you to remember).
Focus on writing applications steps as you go
through.
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Objectives of the experiential lectures
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.
Note: Normally, I will cover 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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Experiential Learning for
Evidence-based Content
Unfreeze
1. Prior Experience Described
2. Experience Generated in Structured Exercise
3. Comparison between #1 and #2
4. Disconfirming Evidence Made Available
Change
1. Description of Alternative Approaches
2. Practice New Approaches in Supportive Atmosphere
Refreeze
1. Learner Writes Summary of Changes
2. Learner Plans Applications
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Persuasion principles can address many types
of problems
List some areas where you could use persuasion
principles. When finished, click for examples.
Examples:
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Selling products and services
Donations (charities)
Votes
Social issues (smoking, weight)
Getting a job (resume)
Convincing a friend, family member, boss, employee
Convincing yourself (Principle 5.11.4)
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“Advertising is fundamentally
persuasion.” Bill Bernbach, 1960
“Everyone is practicing oratory on others
through the whole of his life.” Adam Smith.
“One quarter of Gross Domestic Product is
persuasion,” McCloskey & Klamer (1995)
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Can advertising be improved?
“ . . advertising is now so near to perfection that it is not easy to
propose any improvement.”
Do you agree?
Who said that and when?
Dr. Samuel Johnson, 1697
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The benefits of advertising have been debated:
Some early opinions
“Advertising is the very essence of democracy.”
- Anton Chekhov, late 1800s
“If I were starting life all over again, I am inclined to
think I would go into the advertising business …It is
essentially a form of education. …The generally rising
standards of modern civilization …during the last half
century would have been impossible
without…advertising.”
- Franklin Roosevelt
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“Recent” views on effectiveness of advertising
David Ogilvy said, “Who is approving this junk called
advertising? Have the clients gone crazy?” (1991)
Graham Phillips, former CEO of Ogilvy and Mather said,
“Too much of today’s advertising is irrelevant and a
waste of money.” (2002)
Gerry Tellis, a marketing professor, concluded, “Much
advertising, as preached today, is ineffective.” (2004)
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Which doctor would you use and why?
Suppose that you are feeling ill. You call for a doctor
and are offered two choices:
• Dr. A: Graduate of Penn Medical School in 1990; has
been practicing since then.
• Dr. B: Graduate of Penn Medical School in 2010; has
been practicing since then.
Who would you choose to diagnose your illness and
why? Write the answer in your learning diary.
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How to choose a doctor
• The more recent graduate would be expected to be
better at diagnosis given recent exposure to
evidence-based medicine.
• Prior to 1940, doctors had little success in diagnosis
of diseases. After 1940, there was increasing use of
knowledge from experimentation and this led to
increased life spans. PA (p. 2)
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Advertisers can benefit from evidence-based
principles and techniques
Unique selling proposition for Persuasive Advertising:
“Evidence-based principles for improved decision
making in advertising.”
This benefit is not claimed by anyone else.
In addition, it cannot be claimed by anyone else.
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Example of a Unique Selling Proposition
Revlon’s Silicare
Cosmetic lotions can’t
heal rough, red, hurt
hands!
Revlon’s new, medicated
Silicare protects as it
heals and softens your
hands!
Doctors recommend daily
use of Silicare!
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Assessing your current knowledge
Complete Test your advertising IQ on adprin.com.
(Guessing leads to a score of about 8.)
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Principles can help create advertisements
A principle describes:
• what to do (actions in operational terms)
• when to do it (under what conditions)
That is, “Given the objective, product, and target market,
use advertising action X...”
Example: Do not put a period at the end of a headline.
• What is wrong with that as a principle?
• Write your answer.
• Then, click for the answer.
• It has no condition
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Most important principle
Write the most important persuasion principle you can
think of for persuading people.
Check that it follows the definition for a principle.
Write any evidence you know that the principle is true.
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Where persuasion principles come from
1. Experiments provide the only sure way to learn
about complex uncertain phenomena
– Advertising textbooks and handbooks make
almost no use of experimental research (as with
most textbooks in management schools).
2. Advertising is too complex to learn from experience.
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Evidence-based principles are often
ignored or violated
Of the 195 evidence-based principles that apply to
advertising:
•None were found in an audit of 9 advertising
textbooks and 3 practitioner handbooks
•When asked whether “principles” were true or false,
people did no better than if they had guessed
•Current practice often violates the principles
•The above findings have also been found for marketing
principles
Source: “Evidence-based Advertising” by J. S. Armstrong (2011) Adprin.com
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Sources of evidence about principles
• Unaided observation [very weak evidence]
• Received wisdom [weak evidence]
– Typical practice
– Expert opinions
• Empirical evidence
– Non-experimental [mild evidence]
– Quasi-experimental [fairly strong evidence]
– Experimental (laboratory & field experiments) [strong evidence]
– Meta-analyses of experimental evidence [very strong evidence]
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Observation often fails in learning about in
advertising, especially for complex issues
Failures in observation
o Example: Does humor
sell?
___ Yes
___ No
o Too many conditions
exist to be able to learn
about advertising
effects from unaided
observation.
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Systematic record keeping and observations
can provide useful evidence
You have seen thousands of ads for
watches. What time do they display?
•By systematic observation of the
evidence, one can quickly learn.
•Most watch ads show the same
pattern.
•What time do they show?
•Ten after ten or ten till two.
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Reasons why 10:10 or 1:50 are displayed
• Happy face
• Does not cover important information (e.g.,
calendar)
• Tradition
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Non-experimental evidence can be useful
Assume that you are a football coach. It is
the 4th down and you are on the opponent’s
3-yard line midway through the first quarter.
How would you decide whether to kick a
field goal or go for a touchdown?
Most coaches use unaided expert opinion.
Alternative: Analysis of non-experimental
data.
The New England Patriots football team
uses this effectively.
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Healing in a former British colony
In a former British colony, healers believed
that a distillation of fluids extracted from
horse urine, if dried to a powder and fed to
aging women, could preserve youth, and
ward off diseases.
The preparation became popular and was
used widely by older women. Studies of
hundreds of thousands of women showed
that those who took the drug were healthier.
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Healing Story - Part 2
The former colony is the United States,
the time is now, and the drug is female
hormone replacement products.
Women who watched their health
sought best procedures. They were
compared with people who put less
emphasis on health. Thus, nonexperimental data misled doctors.
Experimental studies revealed that
long-term use of horse-urine extract
was of limited value and that, it caused
tumors, blood clots, heart disease, and
perhaps brain damage in older women.
Source: Avorn. J. Powerful Medicines.
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Experimental evidence can provide strong and
reliable findings in advertising situations
To develop knowledge in complex and uncertain
situations:
– Quasi-experiments: Some key variables controlled
for in a real situation
– Lab experiments: Key variables controlled for in an
artificial situation
– Field experiments: Key variables controlled for in a
real situation
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Quasi-experimental evidence:
Effectiveness of comparable ads
Quasi-experimental data: Ad pair from Which Ad Pulled Best
B
Our Extensive List of Priorities: You.
A
Work.
Dream.
We’ll leave that up to you.
But as far as taking care of you
goes, you can leave that up to us.
Right now, you can get an
excellent Dream Deal rate at
participating Doubletree
locations all across the country.
Which means you can get
breakfast, comfortable
surroundings, a caring staff, a
warm cookie at check-in and earn
Hilton Honors hotel points and
airline miles for the same stay—
all for one low rate.
For reservations, visit
doubletree.com/dreamdeal or
call 1-800-222-TREE.
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Conclusions on evidence
1. Prior research has shown that lab and field
experiments yield similar conclusions. (Locke 1986).
2. Quasi-experimental analyses in advertising reached
similar directional conclusions in all comparisons
with lab experiments (26 comparisons), field (7), and
meta-analyses (7) for the persuasion principles.
(Armstrong & Patnaik 2009)
3. Meta-analyses of experimental evidence provide the
gold standard for experimental evidence.
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Experimental evidence is resisted when it
challenges current beliefs
Semmelweis’ experiments on deaths of mothers
shortly after delivery led to the recommendation
that doctors should wash their hands.
How would you respond if you were a doctor?
Write your answer.
How do you normally respond when given
evidence that you are wrong about something?
Write your answer
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Doctors’ response to experiments
The doctors strongly resisted for decades as they did not
believe Semmelweis’ experiments.
How does this compare to your original thoughts?
Evidence-based answer: You must identify what would
change your mind then seek that evidence. Most people
seek only confirming evidence. This issue is examined in
the section on Resistance, page 104 of Persuasive
Advertising.
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Analyze the Bose Ad (Print this ad):
Do this exercise on your own
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Analyzing the Bose Wave Radio Ad
Examine the advertisement and rate it
on a 1 to 5 scale before proceeding (1 =
poorest rating and 5 = highest rating).
1. Do you like this ad? _____
2. Rate the effectiveness_____
Record your ratings in your learning
diary
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Analyzing ads
How would you analyze the Bose ad, given more time
and money?
Write your answers in your learning diary.
When you finish, click here.
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How to analyze ads
1.
2.
3.
4.
Expert judgments:
Pre-testing (copy testing)
Conformance with evidence-based principles
Field tests (recall, persuasion, sales)
• Bose tracks effectiveness, and this ad was used
for many years, so it was effective.
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Another ad by Bose: How it Sounds
• How do you think the
ad did using 1 to 10 for
effectiveness
• ________
• Write your rating in
your learning diary.
• Then click here.
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Bose: How it Sounds
This ad violates many persuasion principles principles.
Also, Bose tracks all of its ads and drops ads that have a
poor sales response. This ad apparently had a short life.
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The course also involves techniques
The stress is on evidence-based techniques.
Structured techniques are superior to unaided
judgment, especially for complex problems.
One of the primary techniques for the course is the use
of Checklists. The key checklists are summarized on the
top bar of AdPrin.com.
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A sample of techniques for advertising
Here are some techniques that are useful in developing an
advertising campaign.
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Brainwriting (and gallery writing)
Copy-testing
Decomposition
Delphi
Formal planning
Index method
Non-directive interviewing
Parallel processing
Timelines
Virtual groups
Here is a more complete list. Set goals for yourself.
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Example of a complex problem:
The King’s children
1. You are going to see a King
2. He has two children
3. You want to take presents for them but only have
room for two
4. You find out that one child is a boy
5. What is the probability that the other is a girl?
Click here for the answer.
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Structured approaches help.
Here is one approach
One is a boy. Probability the other one is a girl is 2/3.
Boy Boy
Boy Girl
Girl Boy
Girl Girl
No
Yes
Yes
NA
As is happens there are various assumptions. The
point is that you cannot do complex problems in your
head.
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Advice on learning techniques
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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Follow-up
1. ___Read the syllabus
2. ___Take a tour of advertisingprinciples.com
3. ___Test your Advertising IQ
4. ___Complete the Predict WAPB assessment.
5. ___ Go through this lecture on your own (It is on the
Educational Materials page)
6. ___Study Persuasive Advertising up through page13 and
record your reading time in your diary. Highlight the
techniques that you want to apply in yellow.
6. ___Take the end-of-chapter exam
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