You have just completed the ten-step Extreme Presentation method. As a result of this exercise, you have created a presentation that will get people to act on your recommendations.

With practice you will get through the ten steps much more and more quickly; in all cases, the amount of effort you put in to designing your presentation should be directly proportional to the importance of the presentation.

You could spend five minutes or five months working through the method on a single presentation, depending on the importance of that presentation and the time you have available for it. You do not have to use all the tools in every step for every presentation. The more complex your presentation is, and the more important its success is, the more time you will want to spend working on it. Using the Extreme Presentation method is not an all-or-nothing choice: every additional effort you make will increase your presentation’s effectiveness.

What if you really do not have very much time to work on your presentation? In that case, take a look at Figure 10.1. This is the quick version of the Extreme Presentation method. It contains a list of ten questions, corresponding to the ten steps in the method. Ask yourself each of the ten questions, and your answers will give you an idea about whether your presentation could benefit from some additional work, and if so, where.

Figure 10.1 is also useful for a final iteration through the method and as a way to give others feedback on their presentations. When someone asks your opinion about a presentation, you can go through the ten questions to identify any points for improvement. You can then point them to the specific tool or framework to use to achieve this improvement. Figure 10.2 repeats the Extreme Presentation method graphic from the introduction to this book and adds the key frameworks that are associated with each step.

One of the added benefits of the Extreme Presentation method is that it provides a common language and framework about presentation design. Once you and your co-workers are familiar with the method, you will be able to give each other very specific feedback. Instead of having to deal with generally vague and unhelpful comments such as

Does your presentation suit the communication preferences of your most important audience? ©

Do you have clear objectives about what you want your audience to think and do differently after your presentation is complete?

Have you identified all stakeholders that could affect the success of your (’9) recommendations, both within and ' outside your audience, and do you have a plan for dealing with each?

Have you identified an important problem that your audience has, and do you offer some contribution towards a solution to it?

Does the layout of each page reinforce (8) the main message of that page (does each page pass the “squint test”)?

Have you selected the best chart for (T) communicating each data-supported point, and are you showing enough detail?

Is every important new piece of information in your presentation sequence preceded by a Complication that creates the need for that information in your audience?

“This slide is too busy,” or “That slide is not working for me” or “Could you just pretty it up a bit more,” you and your colleagues can now provide more specific comments such as “This slide does not pass the squint test” or “What complication in your story sets up this point? ”

The advice offered in this book may have contradicted almost everything you have ever heard about how to design a good presentation. Sometimes this is because the advice you received previously is fundamentally wrong, such as the advice to limit slides to seven bullets of seven words per bullet. Other times, though, the advice is not so much wrong as redundant. For example, the advice: “Tell ’em what you’re going to tell ’em; tell ’em; and then tell ’em what you told ’ em.” This is not in itself bad advice, but if you use the Extreme Presentation method, you will find that you no longer need to have to repeat yourself—twice—to get your message across. Advice such as this is designed for

Evaluation

Form

Audience Personality & Communication Preferences

Stakeholder Assessment Grid

Squint Test Taxonomy of Layouts

Hierarchy of Spectrum of Solution Business Problems Contributions

List of Evidence

□□

□ □□

□

Iiiiii

	Innl
\r-^r
	O o 1 o ⁰ O	1^1

Chart Options

the typical, Death-by-PowerPoint presentations—which are not very effective—so they need crutches to prop them up and help them get their message across. Now that you understand the Extreme Presentation method, you no longer need such help—your presentations can shed their crutches and stand on their own. Instead of trying to tweak your presentation to improve it, we have attacked the root causes of presentation weakness. Your presentation is now designed from its core to grab people’s attention and to drive them to action.

Let us go forward and change the world, one presentation at a time.¹ ¹To see the latest information on the Extreme Presentation method, visit www.ExtremePresentation.com.

□ Make sure to include all relevant facts and details in presentation or appendix

This appendix contains an Extreme Presentation™ makeover: a “before-and-after” example of a presentation that was redesigned according to the Extreme Presentation principles. The “before” presentation is based on a real presentation that has been heavily disguised, and is used here with permission. For the purpose of this example, we are pretending that the presentation is a brand update for a fictitious SuperClean vacuums company.

Figure B.1 in this appendix shows the first eighteen slides of this original seventy-five-slide “before” presentation. Even a quick glance will show you that this presentation would not have been much fun to watch—or to deliver.

FIGURE B.1. First Eighteen Slides of the Original Seventy-Five-Slide Presentation

Figures B.2 through B.10 show the completed exercises for the relevant steps using the Extreme Presentation method to create the “ after ” version. Figure B.2 shows the exercise from Step 1, listing the audience for this presentation—the CEO, CFO, and head of Sales for SuperClean Vacuums—and their respective Myers-Briggs types.

As you can see from Figure B.2, the audience members’ Myers-Briggs types cover the full

range of dimensions, and therefore all the presentation implications in Figure B.3 are

0 S—Make sure to include all relevant facts and details in presentation or appendix

For Step 2, you can see in Figure B.4 that the objective of this presentation is to move the audience from thinking that brand advertising is a waste of money to thinking that it is worth testing, and to move them from not spending significantly on brand advertising, to agreeing to a brand advertising test.

In Step 3, we can see that the business problem that this presentation will focus on is that this company is having trouble growing their high-end, heavy-duty vacuum cleaner business (Figure B.5), and the solution being offered, to solve part of this problem, is to run brand advertising research (Figure B.6). The alternative solutions to this would be to do nothing (as always), and also to spend more money on in-store promotion, or to hire more salespeople (Figure B.7).

FIGURE B.6. Solutions Offered

Solution Contribution

For Step 4, Figure B.8 shows the list of evidence to be presented, containing five items: tracking study data for SuperClean products and for their competitors, a correlation between awareness change and sales change in the Southwest region, overall advertising spend versus market share change results for several previous quarters, and a quote from Hyperbrand, a brand consulting firm.

Figure B.9 displays the S.Co.R.E. cards that outline the presentation storyline in Step 6.

Finally, Figure B.10 shows the actual Extreme Presentation version of the presentation, the “after” version from this before and after exercise. It is one slide long, reduced from the original seventy-five slides. It is a conference room style slide, and therefore would be printed out and copies handed to the audience.

The accompanying spoken part of the presentation would go something like this (you can follow along on Figure B.10):

“Good morning, ladies and gentlemen—we ’re here for our quarterly brand update.

The page in front of you covers our analysis for today. Start on the left side of the page, number 1—as you can see from those two charts on the left, our Heavy Duty business is stagnant: you can see our awareness is roughly flat at 41 percent on the upper chart, and intent-to-purchase is slightly declining, currently at 11 percent.

“This is compared to our main competitors, MegaSuck and Vacuous Vacuums, who have both been showing strong increases in both awareness and intent to purchase over the past several quarters.

“To overcome this gap, we believe that we need to invest in brand advertising for SuperClean in the Heavy Duty Segment, because this is how our competitors are

doing it. We recognize that our business model is different from theirs, but overall, we believe that advertising is effective for SuperClean—as you can see at the top of the page—arrow number 2. On the chart we’ve plotted the change in advertising versus a year ago, on the vertical axis, against the change in market share on the horizontal axis—for several of the recent quarters.

And what you can see is a fairly clear correlation—when we increase advertising, our sales increases, and when we reduce it, the opposite happens. And more specifically, at the bottom of the page—number 3—you can see how—as awareness in our SW region increased over the past year—because of some additional advertising that we did there on heavy-duty vacuums, our sales increased also. And below that we have a quote from Hyperbrand—they singled us out in a recent report—that our brands have great potential.

However, there is still a risk that it may not work, so what we' re recommending is a research test—in the middle of the page—number 4. The goal is to test the impact of brand advertising on our heavy duty products, and we want to do this in Q1 of next year. Cost for this study will be half a person for three weeks, and $150K research expense. And the results of this test should show the way to bring us to next year's goal of 17 percent growth. . . .’ ’

There you go—we have taken seventy-five slides and reduced them to a powerful, one-

Source: Several of these layouts are adapted from G. Zelazny, Saying It with Charts and M. Craig, Thinking Visually PowerPoint versions of all these layouts are available at www.ExtremePresentation.com.

Atkinson, Cliff, Beyond Bullet Points. Redmond, WA: Microsoft Press, 2007. Boettinger, Henry M. Moving Mountains. New York: Collier Books, 1969.

Kerr, Walter. The Decline ofPleasure. New York: Simon & Schuster, 1962. Robinson, Grady Jim. “Did I Ever Tell You About the Time...” New York: McGraw-Hill, 2000.

Silverman, Lori L. Wake Me Up When the Data Is Over. Hoboken, NJ: John Wiley & Sons, 2006.

Wacker, Mary B., and Lori L. Silverman. Stories Trainers Tell. San Francisco, CA: Pfeiffer, 2003.

Cleveland, William S. The Elements of Graphing Data. Monterey, CA: Wadsworth, 1985.

Few, Stephen. Information Dashboard Design. Sebastopol, CA: O’Reilly, 2006. Harris, Robert L. Information Graphics: A Comprehensive Illustrated Reference. New York: Oxford University Press, 1999.

Kosslyn, Stephen. Graph Design for the Eye and Mind. New York: Oxford University Press, 2006.

Tufte, Edward. The Visual Display of Quantitative Information. Cheshire, CT: Graphics Press, 2001.

Bunzell, Tom. Solving the PowerPoint Predicament. Indianapolis, IN: Que, 2007. Delivering Presentations

The Dead Alive The Dead Secret The Evil Genius The Fallen Leaves The Fatal Cradle Fatal Fortune The Frozen Deep The Haunted Hotel Heart and Science Hide and Seek “ I say no ”

Jezebel’s Daughter The Law and the Lady The Legacy of Cain Man and Wife Miss or Mrs.?

Miss Bertha and the Yankee Miss Dulane and My Lord Miss Jeromette and the Clergyman Miss Mina and the Groom Miss Morris and the Stranger The Moonstone Mr. Captain and the Nymph Mr. Cosway and the Landlady Mr. Lepel and the Housekeeper Mr. Lismore and the Widow Mr. Maramduke and the Minister Mr. Medhurst and the Princess Mr. Percy and the Prophet Mrs. Zant and the Ghost My Lady’s Money My Miscellanies The New Magdalen No Name Poor Miss Finch

Source: From John Senior, The Death of Christian Culture (Norfolk, VA: IHS Press). Reproduced with permission.

The Queen of Hearts A Rogue’s Life from His Birth . . . The Two Destinies The Woman in White Dampier, William

A Voyage Round the World Daudet, Alphonse Fromont Jeune Tartarin Dickens, Charles Barnaby Rudge Nicholas Nickleby Old Curiosity Shop Doyle, Sir Author Conan The Lost World Sherlock Holmes (series)

White Company Le Sage, Alain Gil Bias MacDonald, George Lilith Dumas, Alexandre The Black Tulip Three Musketeers Twenty Years After The Whites and the Blues Du Maurier, Daphne George Trilby Eliot, George Adam Bede Middlemarch Mill on the Floss Romola Silas Marner Eggleston, Edwards Brant and Red Jacket The Circuit Rider Duffles The Graysons The Hoosier School-Boy The Hoosier Schoolmaster Fabre, Henri

The Desert of Wheat Fighting Caravans The Last of the Plainsmen The Last Trail Nevada

Allan and the Holy Flower Allan and the Ice Gods Allan’s Wife, and Other Tales Allan Quartermain Ayesha

Child of the Storm Colonel Quaritch, VC Dr. Therne Joan Haste King Solomon’s Mines Montezuma’s Daughter The People of the Mist She

Tom Brown’s School Days Tom Brown at Oxford Hugo, Victor Les Miserables Hunchback of Notre Dame Quatre - vingt - treize Ibanez, Blasco Blood and Sand

Four Horsemen of the Apocalypse Irving, Washington The Alhambra Tales Kingsley, Charles Hereward, the Wake Park, Mungo Travels in Africa Parkman, Francis Oregon Trail Poe, Edgar Allen Tales and Poems Polo, Marco Travels Reade, Charles

Scott, Sir Walter Ivanhoe Kenilworth Rob Roy The Talisman Shakespeare, William Merchant of Venice Midsummer Night’s Dream Romeo and Juliet Shelley, Mary Frankenstein Sienkiewicz, Henrik With Fire and Sword Quo Vadis Stevenson, Robert Louis The Master of Ballantrae Prince Otto

Dr. Jekyll and Mr. Hyde Swift, Jonathan Gulliver’s Travels Wallace, Edgar Sanders of the River Again Sanders Bones

Bosambo of the River Diana of Kara Kara The Double Four Just Men The Girl from Scotland Yard The Man Who Knew The People of the River The Sinister Man Wells, H.G.

The First Men on the Moon The Food of the Gods In the Days of the Comet The Invisible Man The Island of Dr. Moreau The Time Machine The War of the Worlds Wister, Owen

Anderson, Hans Christian The Fairy Tale of My Life Austen, Jane Emma Lady Susan Mansfield Park Northanger Abbey Persuasion Pride and Prejudice Sense and Sensibility The Watsons Balzac, Honore de

The Cabinet of Antiquities Pere Goriot, Ursule Mirouet, and others Bellamy, Edward

The House of the Four Winds Huntingtower John MacNab A Lodge in the Wilderness Midwinter Mr. Standfast The Three Hostages The Thirty - Nine Steps Butler, Samuel Erewhon

The Silver Stallion Cable, George Washington The Cavailier Old Creole Days Kincaid’s Battery Cather, Willa

Death Comes for the Archbishop My Antonia Shadows on the Rock Lagelof, Selma gosta Berling Jerusalem Checkov, Anton Stories and Plays Chesterton, G.K.

Four Voyages to the New World Conrad, Joseph Almayer’s Folley An Outcast of the Islands An Arrow of Gold Lord Jim Nostromo The Rescue A Set of Six Twixt Land and Sea Typhoon Victory Cook, James

Captain Cook’s Explorations DeMaupassant, Guy Stories Dickens, Charles Bleak House Martin Chuzzelwitt Our Mutual Friend Dostoyevsky, Feodor Brothers Karamazov Crime and Punishment Doughty, Charles

Voyages to the New World Hawkins, Anthony Hope Captain Dieppe A Change of Air Double Harness Half a Hero A King’s Mirror A Man of Mark The Prisoner of Zenda Rupert of Hentzau Simon Dale

The Secret of the Tower Tristram of Blent Hawthorne, Nathaniel The House of Seven Gables The Scarlet Letter and others Hudson, W.H.

Green Mansions The Purple Land Irving, Washington Conquest of Granada Life of Columbus Life of George Washington Jackson, Helen Hunt Ramona Loti, Pierre (Louis Marie Julien Viand)

On Life’s By-Ways Manzoni, Alessandro The Betrothed Melville, Herman Billy Budd Moby Dick Moore, Tom Lalla Rookh Morris, William News from Nowhere The Roots of the Mountains Sigurd the Volsing and the Fall of the Niblungs Scott, Robert

Scott’s Last Expedition Shakespeare, William As You Like It Hamlet Henry IV Henry V Macbeth The Sonnets

The Taming of the Shrew Twelfth Night Stanley, Sir Henry Morton How I Found Livingstone Stendahl

Lucien Leuwen Italian Chronicles Memoirs of a Tourist The Red and the Black Thackeray, William Makepeace Adventures of Philip Catherine Denis Duval Eastern Sketches Henry Esmond

The Four Georges The History of Pendennis The Irish Sketchbook Lovel the Widower Memoirs of Barry Lyndon The Newcomers The Paris Sketchbook Roundabout Papers The Second Funeral of Na Sketches and Travels in London Vanity Fair The Virginians Tolstoy, Leo Anna Karenina Childhood, Boyhood, Youth The Cossacks

Fables for Children The Kreutzer Sonata Master and Man My Confession My Religion Resurrection Tales of Sevastopol War and Peace What Is to Be Done?

Dream Tales and Prose Poems Fathers and Sons A Hunter’s Sketches Knock, Knock, Knock and Other Stories

Spring Torrents Undset, Sigrid The Burning Bush Catherine of Siena The Faithful Wife Gunnar’s Daughter Ida Elizabeth Jenny

Kristin Lavransdatter The Master of Hestviken Sage of Saints The Wild Orchid Verga, Giovanni

Abela, Andrew V. (2006). “Achieve Impact Through Persuasive Presentation Design.” Competitive Intelligence, 9(6), 20-22.

Allen, Mike. (1998). “Comparing the Persuasive Effectiveness of One- and Two-Sided Messages.” In Mike Allen and Raymond W. Preiss (Eds.), Persuasion: Advances Through Meta-Analysis. Cresskill, NJ: Hampton Press.

Almer, Elizabeth Dreike, Jill R. Hopper, and Steven E. Kaplan. (2003). “A Research Tool to Increase Attention to Experimental Materials: Manipulating Presentation Format.” Journal of Business and Psychology, 17(3), 405.

Ambler, Tim. (2003). Marketing and the Bottom Line (2nd ed.). London: FT Prentice Hall.

Armstrong, Scott. (2008). Persuasive Advertising: An Evidence-Based Approach for Developing Advertisements. New York : Palgrave - Macmillan .

Aronson, Elliot. (1999). “The Power of Self-Persuasion.” American Psychologist, 54(11), 875.

Artz, Nancy, and Alice M. Tybout. (1999). “The Moderating Impact of Quantitative Information on the Relationship Between Source Credibility and Persuasion: A Persuasion Knowledge Model Interpretation.” MarketingLetters, 10(1), 51-63.

Bacon, Terry. (1996). InterpersonalandInteractive Skills. Durango, CO: Self-Management Institute.

Bartsch, Robert A., and Kristi M. Cobern. (2003). “Effectiveness of PowerPoint Presentations in Lectures.” Computers & Education, 41 (1), 77-86.

Benbasat, Izak, and Albert S. Dexter. (1985). “An Experimental Evaluation of Graphical and Color-Enhanced Information Presentation.” Management Science, 31(11), 1348-64.

Bergen, Lori, Tom Grimes, and Deborah Potter. (2005). “How Attention Partitions Itself During Simultaneous Message Presentations. ’ ’ Human Communication Research, 31 (3), 311-336.

Boettinger, Henry M. ( 1969 ). Moving Mountains: The Art and Craft of Letting Others See Things Your Way. New York: Collier Books.

Bohner, Gerd, and Thomas Weinerth. (2001). “Negative Affect Can Increase or Decrease Message Scrutiny: The Affect Interpretation Hypothesis.” Personality and Social Psychology Bulletin, 27(11), 1417-1428.

Booker, Christopher. (2005). The Seven Basic Plots: Why We Tell Stories. London: Continuum .

Bowe, Martin, Dan Jensen, John Feland, and Brian Self. (2000). “When Multimedia Doesn’t Work: An Assessment of Visualization Modules for Learning Enhancement in Mechanics.” In Proceedings of the ASEE Annual Conference. St. Louis, MO: American Society for Engineering Education.

Brinkerhoff, Robert O. (2003). The Success Case Method. San Francisco, CA: Berrett - Koehler.

Brinkerhoff, Robert O. (2006). Telling Training’s Story. San Francisco, CA: Berrett-Koehler.

Broeder, Dale W. (1959). “The University of Chicago Jury Project.” Nebraska Law Review, 38, 744-760.

Bundschuh, Russell G., and Theodore M. Dezvane (2003). “How to Make After-Sales Service Pay Off.” Mckinsey Quarterly, 4.

Burrell, N., and R. Koper. (1998). “The Efficacy of Powerful/Powerless Language on Attitudes and Source Credibility.” In M. Allen and R. Preiss (Eds.), Persuasion: Advances Through Meta-Analysis. Cresskill, NJ: Hampton Press.

Butler, Janet B., and R. David Mautz, Jr. (1996). “Multimedia presentations and learning: A laboratory experiment.” Issues in Accounting Education, 11 (2), 259.

Cahill, Larry, Ralf Babinsky, Hans J. Markowitsch, and James L. McGaugh. (1995). “The Amygdala and Emotional Memory.” Nature, 377(6547), 295.

Campbell, F.A., B.D. Goldman, M.L. Boccia, and M. Skinner. (2004). “The Effect of Format Modifications and Reading Comprehension on Recall of Informed Consent Information by Low-Income Parents: A Comparison of Print, Video, and Computer-Based Presentations.” Patient Education and Counselling, 53(2), 205-216.

Chamblee, Robert, and Dennis M. Sandler. (1992). “Business-to-Business Advertising: Which Layout Style Works Best? ’ ’ JournalofAdvertisingResearch, 32(6), 39.

Chaudhuri, A. (2002). “A Study of Emotion and Reason in Products and Services.” Journal of Consumer Behavior, 1(3), 267-279.

Christ, R.E. (1975). “Review and Analysis of Color Coding Research for Visual Display.” Human Factors, 17, 542-570.

Cialdini, Robert B. (2001). Influence: Science and Practice. Needham Heights, MA: Allyn & Bacon .

Clark, Bruce H., Andrew V. Abela, and T. Ambler. (2006). “An Information Processing Model of Marketing Performance Measurement.” Journal of Marketing Theory and Practice, 14(3), 191-208.

Cleveland, William S., and Robert McGill. (1984). “Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods.” Journal of the American Statistical Association, 79(387), 531-554.

Daniels, L. (1999). “Introducing Technology in the Classroom: PowerPoint as a First Step.” Journal of Computing in Higher Education, 10(42-56).

Dannels, Deanna P. (2003). “Teaching and Learning Design Presentations in Engineering: Contradictions Between Academic and Workplace Activity Systems. ” Journal of Business and Technical Communication, 17(2), 139.

Davenport, T.H. (2006). “Competing on Analytics.” Harvard Business Review, 84(1), 98 - 107 .

Davis, B.P., and E.S. Knowles. (1999). “A Disrupt-Then-Reframe Technique of Social Influence.” Journal ofPersonality and Social Psychology, 76(2), 192-199.

Doumont , Jean - Luc . ( 2005 ). “ The Cognitive Style of PowerPoint: Slides Are Not All Evil.” TechnicalCommunication, 52(1), 64.

du Plessis , Eric . ( 2005 ). The Advertised Mind: Ground- Breaking Insights into How Our Brains Respond to Advertising. London : Kogan Page .

Edell, Julie A., and Richard Staelin. (1983). “The Information Processing of Pictures in Print Advertisements.” JournalofConsumerResearch, 10(1), 45.

Feinberg, S., and M. Murphy. (2000). “Applying Cognitive Load Theory to the Design of Web - Based Instruction. ” In Proceedings of the International Professional Communication Conference. Cambridge, MA: IEEE Professional Communication Society.

Felder, R.M., and J. Spurlin. (2005). “Applications, Reliability and Validity of the Index of Learning Styles.” InternationalJournal of Engineering Education, 21(1), 103-112.

Fernandez, Karen V., and Dennis L. Rosen. (2000). “The Effectiveness of Information and Color in Yellow Pages Advertising.” Journal ofAdvertising, 29(2), 61.

Few, Stephen. (2006). “Beautiful Evidence: A Journey Through the Mind of Edward Tufte.” Business Intelligence Network. www.b-eye-network.com/view/3226.

Fifield, S., and R. Peifer. (1994). “Enhancing Lecture Presentations in Introductory Biology with Computer-Based Multi-Media.” Journal ofCollege Science Teaching, 23(4), 235-239.

Finn, Adam. (1988). “Print Ad Recognition Readership Scores: An Information Process. ” Journal of Marketing Research, 25( 2 ), 168 .

Fischer, Martin H. (2000). “Do Irrelevant Depth Cues Affect the Comprehension ofBar Graphs?” AppliedCognitivePsychology, 14(2), 151-163.

Ford , Gary T. , Darlene B. Smith , and John L. Swasy. ( 1990 ). “ Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information.” Journal of Consumer Research, 16(4), 433-441.

Friedrich, James, David Fetherstonhaugh, Sean Casey’ and Dennis Gallagher. (1996). “Argument Integration and Attitude Change: Suppression Effects in the Integration of One-Sided Arguments That Vary in Persuasiveness.” Personality and Social Psychology Bulletin, 22(2), 179-191.

Gigerenzer, Gerd. (2004). “Dread Risk, September 11, and Fatal Traffic Accidents.” Psychological Science, 15, 286 .

Ginns, Paul. (2005). “Meta-Analysis of the Modality Effect.” Learningand Instruction, 15, 313-31.

Gold, Jeff, and David Holman. (2001). “Let Me Tell You a Story: An Evaluation of the Use of Storytelling and Argument Analysis in Management Education. ” Career Development International, 6(7), 384-395.

Guadagno, Rosanna E., Jill M. Sundie, Terrilee Asher, and Robert B. Cialdini. (2006). The Persuasive Power of Computer-Based Multimedia Presentations. Santa Barbara, CA: University of California (Unpublished manuscript).

Hegarty, M., N. Narayanan, and P. Freitas. (2002). “Understanding Machines from Multi media and Hypermedia Presentations. ” In J. Otero , J.A. Leon , and A.C. Graesser (Eds.), The Psychology of Science Text Comprehension. Mahwah, NJ: Lawrence Erlbaum Associates .

Hoadley, Ellen D. (1990). “Investigating the Effects of Color.” Communications of the ACM, 33(2), 120-125.

Hollands, J.G., and Ian Spence. (2001). “The Discrimination of Graphical Elements.” Applied Cognitive Psychology, 15(4), 413-431.

Holmes, Neville. (2004). “In Defense of PowerPoint.” IEEE Computer, 37(7), 89-100.

Jackson , Susan , and Alison Esse . ( 2006 ). “ Making a Difference Through Storytelling at Parcelforce.” Strategic Communication Management, 10(3), 26.

Jahng , J.J. , H. Jain , and K. Ramamurthy. ( 2002 ). “ Personality Traits and Effectiveness of Presentation of Product Information in e- Business Systems. ” European Journal of Information Systems, 11( 3 ), 181 .

James, W.B., and M.C. Galbraith. (1985). “Perceptual Learning Styles: Implications and Techniques for the Practitioner. ” Lifelong Learning, 8( 4 ), 59 - 64 .

Jarvenpaa, Sirka L., and Gary W. Dickson. (1988). “Graphics and Managerial Decision Making: Research- Based Guidelines. ” Communications of the ACM, 31( 6 ), 764 - 774 .

Jensen, M.S., K.J. Wilcox, J.T. Hatch, and C. Sumdahl. (1995). “A Computer-Assisted Instruction Unit on Diffusion and Osmosis with a Conceptual Change Design.” Journal of Computers in Mathematics and Science Teaching, 15(1/2), 49-64.

Johnson, Paul M. (1998). A History ofthe American People. New York: HarperCollins.

Johnson, Steve Berlin. (2005, November 22). “How to Cut Through the Info Blitz and Actually Get Some Work Done.” Discover. http://discovermagazine.com/2005/nov/ emerging-technology/ .

Kahan, Seth. (2006). “The Power of Storytelling to Jump-Start Collaboration.” The Journal for Quality and Participation, 29(1), 23.

Kahneman, Daniel. (2003). “Maps of Bounded Rationality: Psychology for Behavioral Economics.” American EconomicReview, 93(5), 1449-1475.

Kalyuga, Slava, Paul Chandler, and John Swelliing. (2004). “When Redundant On-Screen Text in Multimedia Technical Instruction Can Interfere with Learning. ’ ’ Human Factors, 46(3), 567-581.

Kapoun, Jim. (2003). “The Use of PowerPoint in the Library Classroom: An Experiment in Learning Outcomes.” Library Philosophy and Practice, 6(1).

Kask, S. (2000). “The Impact of Using Computer Presentations (CAP) on Student Learning in the Microeconomics Principles Course.” Presented at American Economic Association meeting. Boston, MA.

Kazui, Hiroaki, Etsuro Mori, Mamoru Hashimoto, and Nobutsugu Hirono. (2003). “ Enhancement of Declarative Memory by Emotional Arousal and Visual Memory Function in Alzheimer’s Disease.” Journal ofNeuropsychiatry and Clinical Neurosciences, 15(2), 221-226.

Kazui , Hiroaki , Etsuro Mori , Mamoru Hashimoto , Nobutsugu Hirono , Toru Imamura , Satoshi Tanimukai , and Larry Cahill . ( 2000 ). “ Impact of Emotion on Memory: Controlled Study of the Influence of Emotionally Charged Material on Declarative Memory in Alzheimer’s Disease.” BritishJournal of Psychiatry, 177, 343-347.

Kelly, K.J., and R.F. Hoel. (1991). “The Impact of Size, Color, and Copy Quantity on Yellow Pages Advertising Effectiveness.” Journal of Small Business Management, 29( 4 ).

King, Wesley, Marie Dent, and Edward Miles. (1991). “The Persuasive Effect of Graphics in Computer- Mediated Communication. ” Computers in Human Behavior, 7.

Knobloch, Silvia, Matthias Hastall, Dolf Zillmann, and Coy Callison. (2003). “Imagery Effects on the Selective Reading of Internet Newsmagazines. ’ ’ Communications Research, 30(1), 3-29.

Lai, Shu-Ling. (2000a). “Increasing Associative Learning of Abstract Concepts Through Audiovisual Redundancy.” Journal ofEducational Computing Research, 23(3), 275-289.

Lai, Shu-Ling. (2000b). “Influence of Audio-Visual Presentations on Learning Abstract Concepts.” InternationalJournalofInstructionalMedia, 27(2), 199-206.

LeFevre , J.A. , and P. Dixon . ( 1986 ). “ Do Written Instructions Need Examples? ” Cognition and Instruction, 3, 1 - 30 .

Lewandowsky, Stephan, and Ian Spence. (1989). “Discriminating Strata in Scatterplots,” Journal of the American Statistical Association, 84(407), 682-688.

Lohse, Gerald L. (1997). “Consumer Eye Movement Patterns on Yellow Pages Advertising.” Journal of Advertising, 26 (1), 61.

Lowry, Roy B. (1999). “Electronic Presentation of Lectures: Effect on Student Performance.” University Chemistry Education, 3(1).

Lund , O. ( 1999 ). “ Knowledge Construction in Typography: The Case of Legibility Research and the Legibility of Sans Serif Typefaces.” Thesis submitted for the degree of Doctor of Philosophy. Reading, UK: The University of Reading, Department of Typography and Graphic Communication.

Macdaid, Gerald P. (1997). CAPT Data Bank. Gainesville, FL: Center for Applications of Psychological Type, Inc.

Mager, Robert F. (1962). Preparing Instructional Objectives. Palo Alto, CA: Fearon.

Mahoney, Michael J., and Bobby G. DeMonbreun. (1977). “Psychology of the Scientist: An Analysis of Problem-Solving Bias.” Cognitive Therapy and Research, 1 (3), 229-238.

Mallon, Bride, and Brian Webb. (2000). “Structure, Causality, Visibility and Interaction: Propositions for Evaluating Engagement in Narrative Multimedia.” International Journal of Human-Computer Studies, 53, 269-287.

Mantei, Erwin J. (2000). “Using Internet Class Notes and PowerPoint in the Physical Geology Lecture.” JournalofCollege Science Teaching, 29(5), 301.

Mayer, Richard E. (2001). Multi-Media Learning. Cambridge, UK: Cambridge University Press.

Mayer, Richard E., A. Mathias, and K. Wetzell. (2002). “Fostering Understanding of Multimedia Messages Through Pre-Training: Evidence for a Two-Stage Theory of Mental Model Construction.” JournalofExperimentalPsychology: Applied, 95(4), 833-846.

Mazis, M. (1975). “Antipollution Measures and Psychological Reactance Theory: A Field Experiment. ” Journal of Personality and Social Psychology, 31 , 654 - 660 .

McCroskey, James C. (1969). “A Summary of Experimental Research on the Effects of Evidence in Persuasive Communication.” The Quarterly Journal of Speech, 55, 169-176.

McCroskey, James C., and Walter H. Combs. (1969). “The Effects of the Use of Analogy on Attitude Change and Source Credibility.” Journal ofCommunication, 19(4), 333.

McCroskey, James C.” and R. Samuel Mehrley. (1969). “The Effects of Disorganization and Nonfluency on Attitude Change and Source Credibility.” Speech Monographs, 36, 13-21.

McFarland, R.G., G.N. Challagalla, and T.A. Shervani. (2006). “Influence Tactics for Effective Adaptive Selling.” JournalofMarketing, 70, 103-117.

McLellan, Hilary. (2006, Spring). “Corporate Storytelling Perspectives.” TheJournalfor Quality and Participation.

McQuarrie, Edward F., and David Glen Mick. (2003). “Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising. ” ’ Journal of Consumer Research, 29(4), 579.

Mehrabian, A. (1981). Silent Messages: Implicit Communication of Emotions and Attitudes. Belmont, CA : Wadsworth .

Mehrabian, Albert. (2007). “Silent Messages—A Wealth of Information About NonVerbal Communication (Body Language).” Personal website. www.kaaj.com/psych/ smorder.html .

Meyvis , Tom , and Chris Janiszewski . ( 2002 ). “ Consumers ’ Beliefs About Product Benefits: The Effect of Obviously Irrelevant Product Information.’ ’Journal ofConsumer Research, 28( 4 ), 618 .

Miller, George A. (1956). “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information.” PsychologicalReview, 63, 8109.

Mines, Richard O. (2001). “Do PowerPoint Presentations Really Work?,” In Proceedings of the 2001 ASEE Annual Conference and Exposition: Peppers, Papers, Pueblos, and Professors . Albuquerque, New Mexico.

Minto, Barbara. (1996). The Minto Pyramid Principle: Logic in Writing, Thinking, and Problem Solving. London: Minto International.

Moreno, Roxana. (2006). “Learning in High-Tech and Multimedia Environments.” Current Directions in Psychological Science, 15(2), 63-67.

Morgan, Susan E., and Tom Reichert. (1999). “The Message Is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements. ’ ’ Journal ofAdvertising,

Mousavi, Seyed Yaghoub, Renae Low, and John Sweller. (1995). “Reducing Cognitive Load by Mixing Auditory and Visual Presentation Modes.” Journal of Educational Psychology, 87(2), 319-334.

Myers , Isabel Briggs , Mary H. McCaulley, Naomi L. Quenk , and Allen L. Hammer. (1998). MBTI Manual: A Guide to the Development and Use of the Myers-Briggs Type Indicator (3rd. ed.). Palo Alto, CA: Consulting Psychologists Press.

Myers-Levy, Joan, and Sandra A. Peracchio. (1995). “Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes.” JournalofConsumerResearch, 22(2), 121.

Nadolski, Rob J., Paul A. Kirschner, and Jeroen J.G. van Merrienboer. (2005). “Optimizing the Number of Steps in Learning Tasks for Complex Skills. ’ ’ BritishJournal ofEducational Psychology, 75, 223-37.

Narayanan, N., and M. Hegarty. (2002). “Multimedia Design for Communication of Dynamic Information.’’ International Journal of Human-Computer Studies, 57, 279-315.

Norvig, Peter. (2003). “PowerPoint: Shot with Its Own Bullets.” The Lancet, 362(9381), 343 - 344 .

O’Keefe, Daniel J. (2000). “Guilt and Social Influence.’’ Communication Yearbook, 23,67-101.

Ofir, Chezy, and Itamar Simonson. (2001). “In Search of Negative Customer Feedback: The Effect of Expecting to Evaluate on Satisfaction Evaluations. ’ ’ Journal of Marketing Research, 38(2), 170-182.

Outing, Steve, and Laura Ruel. (2004). “The Best of Eyetrack III: What We Saw When We Looked Through Their Eyes.” St. Petersburg, FL: Poynter Institute. http:// poynterextra.org/eyetrack2004/main.htm .

Pearson, M.J., J. Folske, D. Paulson, and C. Burggraf. (1994). “The Relationship Between Student Perceptions of the Multimedia Classroom and Student Learning Styles.” Presented at the Annual Meeting of the Eastern Communication Association, Washington, D.C.

Pechmann, Cornelia. (1992). “Predicting When Two-Sided Ads Will Be More Effective Than One - Sided Ads: The Role of Correlational and Correspondent Inferences. ” Journal of Marketing Research, 29(4), 441.

Pennington, Nancy, and Reid Hastie. (1991). “A Cognitive Review of Juror Decision Making: The Story Model.” Cardozo Law Review, 13, 5001-5039.

Pennington, Nancy, and Reid Hastie. (1992). “Explaining the Evidence: Tests of the Story Model for Juror Decision Making.” Journal of Personality and Social Psychology, 62(2), 189-206.

Petty, Richard E., and John T. Cacioppo. (1984). “The Effects of Involvement on Response to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion.” Journal of Personality and Social Psychology, 46 (1), 69-81.

Petty, Richard E., John T. Cacioppo, and David Schumann. (1983). “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.” Journal of Consumer Research, 10(2), 135-146.

Pittenger, D.J. ( 2005 ). “ Cautionary Comments Regarding the Myers - Briggs Type Indicator.” Consulting PsychologyJournal: Practice and Research, 57(3), 210-221.

Ranking, E.L. and D.J. Hoaas. (2001). “The Use of PowerPoint and Student Performance.” Atlantic Economic Journal, 29, 113.

Reinard, John C. (1988). “The Empirical Study of the Persuasive Effects of Evidence: The Status After Fifty Years of Research.” Human Communication Research, 15, 3-59.

Reinard, John C. (1998). “The Persuasive Effects of Testimonial Assertion Evidence.” In M. Allen and R.W. Preiss (Eds.), Persuasion: Advances Through Meta-Analysis. Hampton, NJ : Cresskill .

Ricer, Rick E., Andrew T. Filak , and James Short . ( 2005 ). “ Does a High Tech (Computerized, Animated, PowerPoint) Presentation Increase Retention of Material Compared to a Low Tech (Black on Clear Overheads) Presentation?’ ’ Teaching and Learning in Medicine, 17(2), 107-111.

Ricks, Thomas E. (2006). Fiasco: The American Military Adventure in Iraq. New York: Penguin Press .

Robinson, Grady Jim. (2000). Did I Ever Tell You About the Time ...: How to Develop and Deliver a Speech Using Stories That Get Your Message Across. New York: McGraw-Hill.

Rossiter, John R., and Larry Percy. (1980). “Attitude Change Through Visual Imagery in Advertising.” JournalofAdvertising, 9(2), 10.

Rossiter, John R.” and Larry Percy. (1997). Advertising and Promotion Management. New York : McGraw - Hill .

Shah, Priti, Richard E. Mayer, and Mary Hegarty. (1999). “Graphs as Aids to Knowledge Construction: Signaling Techniques for Guiding the Process of Graph Comprehension.” Journal of Educational Psychology, 9(14), 690-702.

Shaw, Gordon , Robert Brown , and Philip Bromiley. ( 1998 ). “ Strategic Stories: How 3M Is Rewriting Business Planning.” Harvard Business Review, 76(3), 41-50.

Silverman, Lori. (2003). Stories Trainers Tell: 55 Ready-to-Use Stories to Make Training Stick. San Francisco, CA: Pfeiffer.

Silverman, Lori. (2006). Wake Me Up When the Data Is Over. Hoboken, NJ: John Wiley & Sons .

Simmons, John. (2006). “Guinness and the Role of Strategic Storytelling.” Journal of Strategic Marketing, 14(1), 11.

Simpson , Claude L. , Lissa Pollacia , Jimmy Speers , T. Hillman Willis , and Rick Tarver. (2003). “An Analysis of Certain Factors Related to the Use of PowerPoint.” Communications of the International Information Management Association, 3(1), 73-83.

Slusher, Morgan P., and Craig A. Anderson. (1996). “Using Causal Persuasive Arguments to Change Beliefs and Teach New Information: The Mediating Role of Explanation Availability and Evaluation Bias in the Acceptance of Knowledge.” Journal of Educational Psychology, 88(1), 110.

Slykhuis, David. (2005). “Eye-Tracking Students’ Attention to PowerPoint Photographs in a Science Education Setting.” JournalofScience Education & Technology, 14(5/6), 509-520.

Smart, Graham. (1999). “Storytelling in a Central Bank: The Role of Narrative in the Creation and Use of Specialized Economic Knowledge.’’ Journal of Business and Technical Communication, 13(3), 249.

Smith, Faye L., and Joann Keyton. (2001). “Organizational Storytelling.” Management Communication Quarterly, 15(2), 149.

So, Stella, and Malcolm Smith. (2003). “The Impact of Presentation Format and Individual Differences on the Communication of Information for Management Decision Making.” Managerial Auditing Journal, 18(1/2), 59.

Soley, Lawrence C. (1986). “Copy Length and Industrial Advertising Readership.” Industrial Marketing Management, 15( 3 ), 245 .

Sopory, Pradeep, and James Price Dillard. (2002). “The Persuasive Effects of Metaphor: A Meta-Analysis.” Human Communication Research, 28(3), 382-419.

Spence, Ian, and Stephan Lewandowsky. (1991). “Displaying Proportions and Percentages.” Applied Cognitive Psychology, 5, 61-77.

Stanton, John L., and Burke Jeffrey. (1998). “Comparative Effectiveness of Executional Elements in TV Advertising: 15- Versus 30- Second Commercials. ” Journal of Advertising Research, 38(6), 7.

Stiff, James B. (1986). “Cognitive Processing of Persuasive message Cues: A Meta-Analytic Review of the Effects of Supporting Information on Attitudes. ’’ Communications Monographs, 53, 75-89.

Susskind, Joshua E. (2005). “PowerPoint’s Power in the Classroom: Enhancing Students’ Self-Efficacy andAttitudes.” Computers & Education, 45, 203-215.

Sutton, R.I., and A. Hargadon. (1996). “Brainstorming Groups in Context: Effectiveness in a Product Design Firm.” Administrative Science Quarterly, 41 (4).

Szabo, Attila, and Nigel Hastings. (2000). “Using IT in the Undergraduate Classroom: Should We Replace the Blackboard with PowerPoint? ’ ’ Computers & Education, 35(3), 175-187.

Tufte, Edward R. (2001). The Visual Display of Quantitative Information. Cheshire, CT: Graphics Press .

Tufte , Edward R. ( 2003 b). The Cognitive Style of PowerPoint. Cheshire, CT: Graphics Press .

Tversky, Barbara, Julie Bauer Morrison, and Mireille Betrancourt. (2002). “Animation: Can It Facilitate?” InternationalJournal ofHuman-Computer Studies, 57, 247-262.

Vogel, Doug. (1986). “An Experimental Investigation of the Persuasive Impact of Computer- Generated Presentation Graphics.” Dissertation submitted to the graduate school of the University of Minnesota.

Vogel, Doug, and Joline Morrison. (1998). “The Impacts of Presentation Visuals on Persuasion.” Information & Management, 33(3), 125-135.

Voswinckel , Till . ( 2005 ). “ Presentation Visualisation: Towards an Imagery- Based Approach of Computer-Generated Presentation Visuals.” Dissertation submitted to the Fachhochschule at Furtwangen Hochschule fur Technik Und Wirtschaft, Germany.

Walker, Ian, and Charles Hulme. (1999). “Concrete Words Are Easier to Recall Than Abstract Words: Evidence for a Semantic Contribution to Short-Term Serial Recall.” Journal of Experimental Psychology, 25(5), 1256-1271.

Weissmuller, Jr., Johnny, and William Reed. (2002). Tarzan, My Father. Toronto, Ontario : ECW Press .

Wheildon , Colin . ( 2005 ). Type and Layout. Hastings, Victoria, Australia: The Worsley Press .

Williams, Kipling D., Martin J. Bourgeois, and Robert T. Croyle. (1993). “The Effects of Stealing Thunder in Criminal and Civil Trials.” Law and Human behavior, 17(6), 597 - 609 .

Witte, Kim, and Mike Allen. (2000). “A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns.” Health Education & Behavior, 27(5), 591-615.

Wolf, S., and D.A. Montgomery. (1977). “Effects of Inadmissible Evidence and Level of Judicial Admonishment to Disregard on the Judgments of Mock Jurors.” Journal of Applied Social Psychology, 7, 205-219.

Woodside, A.G., T.M. Beretich, and M.A. Lauricella. (1993). “A Meta-Analysis of Effect Sizes Based on Direct Marketing Campaigns.” Journal ofDirect Marketing, 7(2), 19.

Zillman, Dolf, Silvia Knobloch, and Hong-ski Yu. (2001). “Effects of Photographs on the Selective Reading of News Reports. ” Media Psychology, 3(4), 301-324.

	FROM	TO

2
3:
h-
O
Q

Evaluation Criteria	Option 1 [Proposed Solution]	Option 2 [Alternative 1]	Option 3 [Alternative 2]	Option 4 [Alternative 3]

Whose help will we need for our recommendations to be implemented?
What must each of them think or do for our recommendations to be successful?
Where do they stand on this?
What do we need to do to close the gap?

Audience	E/l	N/S	T/F	P/J
J. Casimir— CEO	E	N	T	T
M. WoLodyfowskO — CEO	I	S	T	T
T. Zagloba — EVP Sales	E	S	F	P

	FROM	TO
	Brand/ advertising iy a/ waste	Brand/ advertising is- worth
	of money	testing

2
£
h-
	Mot spending significantly	A (fyree/ to- a/ brand/ advertising
	on/brand/ advertising	test
O
Q