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Index
PERSUASIVE ADVERTISING
Contents
Exhibits
Preface
Acknowledgments
Introduction
A broad view of what constitutes persuasive advertising
Evidence-based principles
Formulating the principles
Presenting the principles
Types of evidence
Casual observation
Empirical evidence
Non-experimental data
Quasi-experimental data
Experimental data
Barriers to the use of evidence-based principles
Conditions
Objectives
Relevant objectives
Comprehensive objectives
Explicit, challenging, and achievable objectives
Measurable objectives
Product
Comparative advantage?
High or low-involvement products
Utilitarian or hedonic products
Pro-social versus commercial products
Search, experience, or credence products
Target market
What interest groups are relevant?
Is the product (or brand) new to the market?
Is the message consistent with the attitudes and behavior of the target market?
The principles
Strategy
1. Information
1.1. Benefits
1.1.1. Describe specific, meaningful benefits
Evidence on the value of advertising specific meaningful benefits
1.1.2. Communicate a unique selling proposition (USP)
Evidence on the effects of USPs
1.2. News
1.2.1. Provide news, but only if it is real
Evidence on the value of real news
1.2.2. If real news is complex, use still media
Evidence on the effects of using still media for real news
1.3. Product
1.3.1. Provide product information that customers need
Evidence on the value of providing information that customers need
1.3.2. Provide choices
Evidence on the value of providing choices in ads
1.3.3. When there are many substantive multi-dimensional options, organize them and provide guidance
Evidence on making choices from many multi-dimensional options
1.3.4. Make the recommended choice the default choice
Evidence on default choices
1.3.5. Inform committed customers that they can delete features, rather than add them
Evidence on the effects of deleting versus adding features
1.3.6. To reduce customer risk, use a product-satisfaction guarantee
Evidence on the effects of product satisfaction guarantees
1.4. Price
1.4.1. State prices in terms that are meaningful and easy to understand
Evidence on the effects of meaningful information on prices
1.4.2. Use round prices
Evidence on the effects of round prices
1.4.3. Show the price to be good value against a reference price
Evidence on the effects of reference prices
1.4.4. If quality is not a key selling point, consider advertising price reductions
Evidence on effects of advertising prices when product quality is unimportant
1.4.5. Consider partitioned prices when the add-on prices seem fair and are small relative to the base price
Evidence on effects of partitioned prices
1.4.6. To retain customers, consider linking payments to consumption
Evidence on linking payments to consumption
1.4.7. Consider separating payments from benefits—if the payments are completed before the benefits end
1.4.8. State that the price can be prepaid if it might reduce uncertainty for customers or enhance anticipation
Evidence on the effects of reducing uncertainty about prices
1.4.9. Use high costs to justify high prices
Evidence on the effects of using high costs to justify high prices
1.4.10. When quality is high, do not emphasize price
Evidence on the effects of advertising prices
1.4.11. Use high prices to connote high quality
Evidence on the effects of using high prices to connote quality
1.4.12. For inexpensive products, state price discounts as percentage saved; for expensive products, state price discounts as money saved—or present both
Evidence on the effects of stating money savings versus percentage savings
1.4.13. Minimize price information for new products
Evidence on the effects of price and promotional information for new products
1.4.14. Consider bundling prices of features or complementary products or services if they are desirable to nearly all customers
Evidence on bundling popular features or complements
1.4.15. Advertise multi-unit purchases for frequently purchased low-involvement products if it is also in the consumers’ interest
Evidence on the effects of multi-unit purchases
1.5. Distribution
1.5.1. Include information on when, where, and how to buy a product
Evidence on the effects of information about how to buy the product
1.5.2. Feature a sales channel when it is impressive
Evidence on the effects of advertising the channel of distribution
1.5.3. Use the package to enhance the product
1.5.4. If a product is desirable, specify delivery dates rather than waiting times
Evidence on effects of delivery dates versus waiting times
1.5.5. Tell customers they can achieve benefits over a long period if you want to reduce the use of an offer—and vice versa
Evidence on the effects of expiration dates
2. Influence
2.1. Reasons
2.1.1. Provide a reason
Evidence on the effects of reasons
2.1.2. For high-involvement products, the reasons should be strong
Evidence about strong reasons
2.2. Social proof
2.2.1. Show that the product is widely used
Evidence on the effects of telling customers that a product is widely used
2.2.2. Focus on individuals similar to the target market
Evidence on the effects of claiming use of the product by similar people
2.3. Scarcity
2.3.1. State that an attractive product is scarce when it is true
Evidence on the effects of scarcity
2.3.2. Restrict sales of a product
Evidence on the effects of restricting supply
2.4. Attribution
2.4.1. Attribute favorable behavior or traits to the target market
Evidence on the effects of attribution
2.5. Liking
2.5.1. Associate products with things that are favorable and relevant to the product.
Evidence on the effects of favorable and relevant images
2.6. Authority
2.6.1. To enhance believability, consider using support from an authority
Evidence on the effects of authority
2.7. Commitment
2.7.1. Ask customers to make explicit promises
Evidence on explicit promises
2.7.2. Ask customers to take a relevant small step, then follow quickly with a directly related second request
Evidence on the effects of the foot in the door
2.8. Reciprocation
2.8.1. Give something to specific individuals when they can reciprocate easily
Evidence on gifts to those who can reciprocate
3. Emotion
3.1. Emotional focus
3.1.1. Do not mix rational and emotional appeals in an ad
Evidence on the effects of mixing rational and emotional appeals
3.2. Trust
3.2.1. Sign an ethical standards statement for each ad
Evidence on the effects of standards on ethical behavior
3.3. Self-expression
3.3.1. Show how the product allows customers to express their personalities
3.4. Guilt
3.4.1. Lead people to think about their standards
3.4.2. Evoke self-awareness
3.4.3. Encourage people to anticipate their guilt if they ignore reasonable advice
3.4.4. Focus on victims similar to the target market
3.5. Fear
3.5.1. Consider using a threat related to likely or severe consequences that can be avoided
3.6. Provocation
3.6.1. Provoke customers only when it attracts attention to a selling point
4. Mere exposure
4.1. Brand name
4.1.1. When there is no need for information, consider advertising the brand name
4.2. Product placements
4.2.1. Link the product to familiar and positive situations
General tactics
5. Resistance
Resistance based on prior beliefs
Resistance to rational thinking
5.1. Distraction
5.1.1. For products that have neither advantages nor disadvantages, consider using distraction
5.1.2. For products offering clear benefits, consider distraction only if the message will be understood
5.1.3. When customers might resist traditional appeals, surprise them with an unusual approach
5.1.4. For low-involvement goods that are for immediate sale, consider disruption then reframing of an offer
5.1.5. Create an unrelated problem, then remove it
5.2. Perspectives
5.2.1. Present an offer from a new perspective
5.2.2. Focus on benefits or features rather than choices
5.3. Stories
5.3.1. When the target market has an opposing viewpoint, consider using a story
5.4. Barriers
5.4.1. Offer credit for currently owned products
5.4.2. Seek early commitment for time-consuming activities
5.4.3. Consider making small requests
5.5. Brand or company emphasis
5.5.1. Make the brand or company name prominent if it conveys a good image
5.5.2. Include brand and company names (double-branding)
5.5.3. Personalize the brand
5.6. Spokespersons
5.6.1. Use a spokesperson who is similar to the customer on relevant traits
5.6.2. Use a spokesperson whose appearance is consistent with the objectives, product, and target market
5.6.3. Use a trustworthy and credible spokesperson
5.6.4. Use a physically attractive spokesperson for products that enhance beauty
5.7. Forewarning
5.7.1. Forewarn about persuasion attempts for low-involvement goods
5.8. Two-sided arguments
5.8.1. Use two-sided arguments that refute strong opposing arguments
5.8.2. Put supporting arguments before opposing arguments, or begin with the supporting ones and interweave them
5.9. Indirect versus direct conclusions
5.9.1. If resistance is not expected, use direct conclusions
5.9.2. If resistance is expected, use indirect conclusions when the arguments are strong and obvious
5.10. Innuendoes
5.10.1. Use positive innuendoes when there is some basis
5.10.2. Negative innuendoes are effective when there is one major competitor and total demand is of little interest
5.11. Customer involvement
5.11.1. If good reasons can easily be generated, ask customers to provide a few reasons for accepting an offer
5.11.2. Consider asking customers to imagine their satisfaction with a product
5.11.3. Do not invite customers to evaluate their satisfaction while using a product
5.11.4. Encourage customers to make predictions about their behavior
5.11.5. Ask customers to remember the brand name or key arguments
5.11.6. Consider omitting or delaying key information
5.12. Free trials and samples
5.12.1. Consider advertising a free trial or sample for products new to the target market
Evidence on the effects of free trials or samples
5.13. Causes
5.13.1. Support popular causes
Evidence on the effects of cause-related advertising
5.13.2. Tie purchases to popular causes
Evidence on tying profits to causes
6. Acceptance
6.1. Problem/solution
6.1.1. Describe a problem and show how the product solves it
Evidence on the effects of advertising a new problem or solution
6.2. Demonstration
6.2.1. Demonstrate product benefits
Evidence on the effects of demonstrations
6.3. Evidence
6.3.1. Provide quantitative evidence
Evidence on the effects of providing customers with quantitative support
6.3.2. Offer verifiable evidence
Evidence on the effects of providing customers with verifiable evidence
6.4. Data presentation
6.4.1. To aid understanding, use absolute numbers for small values and frequency rates for large values
Evidence on the effects of using percentages and frequencies
6.4.2. Use simple tables or graphs if you have substantial amounts of data
Evidence on the effects of graphs
6.5. Customer endorsements
6.5.1. Consider endorsements by customers
Evidence on the effects of endorsements by customers
6.6. Celebrity endorsements
6.6.1. When an ad contains strong arguments, avoid the use of celebrities
Evidence on the effects of celebrities when an ad has strong arguments
6.6.2. Consider celebrity endorsements for gaining attention
Evidence on the effects of using of celebrities to gain attention
6.6.3. When using celebrities, make sure they are relevant and credible
Evidence on the effects of a relevant match of celebrity and product
6.7. Expert endorsements
6.7.1. Consider support from an expert unless the target market already agrees with the message.
Evidence on the effects of expert endorsements
6.8. Comparative advertising
6.8.1. Use comparative advertising for brands that have clear comparative benefits and a small market share.
Evidence on the effects of comparative advertising and when it works
6.8.2. Compare the product with market leaders
Evidence on the effects of making comparisons with other brands
6.8.3. When making a comparative claim, provide objective support and offer it gently
Evidence on the effects of comparative claims
6.9. Negative advertising
6.9.1. Consider negative advertising when there is only one major alternative to your brand and it has serious shortcomings
Evidence on the effects of negative advertising
6.9.2. Attack ads should employ objective information, not emotion
Evidence on the effects of using objective information, not emotion
6.10. Refutation
6.10.1. Respond to negative claims that are likely to become widely known
Evidence on the effects of refutation
6.11. Puffery
6.11.1. Consider mild puffery
Evidence on the effects of puffery
6.12. Questions
6.12.1. Use product-related questions only if you have good answers
Evidence on the effects of product-related rhetorical questions
6.13. Repetition
6.13.1. Space repeated claims
Evidence on the effects of repetition
6.13.2. Consider cosmetic variations rather than exact repetition
Evidence on the effects of cosmetic repetition
6.13.3. Use substantive variations when arguments are strong
Evidence on the effects of substantive variations
6.14. Subliminal messages
6.14.1. Use subliminal messages only if the customer is warned
Evidence on the effects of subliminal messages
6.15. Memory devices
6.15.1. Use mnemonics when consumers will be purchasing at a later time
Evidence on the effects of mnemonics
6.16. Word of mouth
6.16.1. Encourage customers to tell (or ask) others about the product
Evidence on the effects of telling others about a message
6.17. Call for action
6.17.1. Ensure action steps are clear and specific
Evidence on the effects of clear and specific action steps
6.17.2. Use a gentle call for action for high-involvement products
Evidence on the effects of a gentle call for action
6.17.3. When using an explicit action step, make it immediate, easy, and low risk
Evidence on the effects of immediate, easy, and low-risk action steps
6.17.4. Consider a bonus to a good offer when customers can respond quickly
Evidence on the effects of a bonus
7. Message
7.1. Arguments
7.1.1. Use only strong arguments for high-involvement products
Evidence on the effects of arguments
7.1.2. Use positive arguments
Evidence on the effects of positive arguments
7.1.3. Consider cultural values when formulating arguments
Evidence on tailoring arguments to different cultural values
7.2. Clarity
7.2.1. Use simple prose for high-involvement products with strong arguments
Evidence on the effects of clarity
7.2.2. Avoid negative words
Evidence on the effects of negative words
7.3. Forceful text
7.3.1. Use specific words
Evidence on effects of being specific
7.3.2. Use power words if they fit the product
Evidence on the effects of power words
7.3.3. Use active rather than passive voice, unless the subject of the sentence is obvious
Evidence on effects of active versus passive voice
7.4. Interesting text
7.4.1. Consider interesting writing
Evidence on effects of interesting writing given low involvement
7.5. Tone
7.5.1. Use a calm tone for high-involvement products with strong arguments
Evidence on effects of a calm tone
7.5.2. Do not violate tastes or standards
7.5.3. Be cautious about using a personal tone
Evidence on the effects of personal pronouns
7.6. Word selection
7.6.1. Use words with sounds that support the message
Evidence on the effects of sounds supporting meanings
7.6.2. Use words that enhance the purchasing or consuming experience
Evidence on using adjectives to enhance the customer experience
7.6.3. Use familiar words and phrases
Evidence on effects of familiar words or sayings
7.7. Wordplay
7.7.1. Use wordplay if it is clearly related to the product
Evidence on the effects of wordplay
7.8. Metaphors and figures of speech
7.8.1. Consider using novel and concrete metaphors that are related to a benefit
Evidence on the effects of metaphors
7.9. Simplicity
7.9.1. Use a single relevant theme—or two in some situations
Evidence on the effects of a using one or two themes
7.9.2. Avoid irrelevant information if strong arguments exist
Evidence on effects of using irrelevant information
7.9.3. When using fast-exposure media, keep the message short
Evidence on effects of fast-exposure media
7.10. Informative illustrations
7.10.1. Illustrations should support the basic message
Evidence on the effects of illustrations
7.10.2. Show the product
Evidence on the effects of showing the product
7.10.3. Emphasize desirable features in illustrations
Evidence on the effects of emphasizing desirable features
7.10.4. When believability is an issue, use photographs/videos instead of drawings/cartoons
Evidence on the effects of photography
7.11. Informative color
7.11.1. Use color to provide information
Evidence on the effects of informative color
7.12. Ad consistency
7.12.1. Make elements of an ad reinforce one another
Evidence on the effects of having the elements reinforce one another
7.13. Disclaimers and corrective advertising
7.13.1. Use disclaimers or corrective advertising only if they provide information customers need
Evidence on the effects of corrective advertising and disclaimers
8. Attention
8.1. Alert the target market
8.1.1. Alert the target market early and prominently
Evidence on the effects of early alerts to the target market
8.2. Campaign consistency
8.2.1. Provide a consistent look to all aspects of a campaign
Evidence on the effects of consistency across a campaign
8.2.2. Keep the advertising consistent across time
Evidence on the effects of being consistent over time
8.3. Campaign contrast
8.3.1. When strong arguments exist, consider using ads that contrast with competitors’ ads
Evidence on the effects of contrast
8.4. Slogans
8.4.1. Consider a short memorable slogan with the brand name and benefit
Evidence on the effects of slogans
8.5. Brand identifiers
8.5.1. In a long-term advertising program, emphasize brand identifiers
Evidence on the effects of brand identifiers
8.5.2. Use logos to express meanings or emotions
8.6. Attractive visuals
8.6.1. Consider using visuals that create favorable associations with the product
Evidence on the effects of visuals with favorable associations
8.7. Color for attention
8.7.1. To gain attention, consider using color
Evidence on the effects of attention-getting color
8.8. Humor
8.8.1. Consider using humor for well-known, low-involvement products
Evidence on the effects of humor
8.8.2. Consider humor for high-involvement products only if relevant to a simple argument.
Evidence on humor for high-involvement products
8.9. Sex
8.9.1. Use sex only when it has relevance to the product
Evidence on the effects of using sex in ads
8.10. Models
8.10.1. Match the model to the target market and product
Evidence on the effects of matching the model to the target market
8.10.2. Use physically attractive models when the product enhances beauty or social competence
Evidence on the effects of attractive models
8.11. Technical quality
8.11.1. Strive for good technical quality at a low cost
Evidence on the effects of using high technical quality
Media-specific tactics
Matching the media to the conditions
9. Still media
9.1. Headline
9.1.1. Use descriptive headlines for high-involvement products
Evidence on effects of descriptive headlines for high-involvement products
9.1.2. Include the brand name in the headline
Evidence on the effects of using brand names in headlines
9.1.3. Lead the reader into the body copy
Evidence on effects of leading readers into the copy
9.1.4. Keep the headline short for low-involvement products only
Evidence on effects of short headlines
9.2. Pictures
9.2.1. For high-involvement ads based on strong arguments, consider informative pictures.
Evidence on the effects of pictures
9.2.2. When using a picture, relate it to the headline or message
Evidence on the effect of a picture related to the headline:
9.2.3. Use clear and readable captions for pictures
9.3. Text
9.3.1. Make the first paragraph relevant, short, and easy to read
Evidence on the effects of a relevant and short first paragraph
9.3.2. Provide long copy when reading time is not constrained
Evidence on the effects of long copy
9.3.3. Repeat the main message at the end of the ad
Evidence on effects of repeating the main message at the end of an ad
9.4. Structure of body text
9.4.1. Use informative subheadings for long copy
Evidence on the effects of informative subheadings
9.4.2. Use reader guides for long copy with strong arguments
Evidence on the effects of reader guides
9.4.3. Use columns for long informative text
Evidence on the effects of columns
9.4.4. Consider blank line spacing between paragraphs for scannability
Evidence on the effects of blank-line spacing between paragraphs
9.4.5. Consider justification for moderate to long lines of text
Evidence on the effects of text justification
9.4.6. Squeeze inter-letter spacing gently
Evidence on inter-letter spacing
9.4.7. Use phrase spacing for informative text
Evidence on the effects of phrase spacing
9.5. Typeface
9.5.1. Use a simple serif typeface when readability is important, and a simple sans serif typeface when legibility or scanning is important
Evidence on effects of simple serif fonts
9.5.2. Provide high contrast between typeface and background
Evidence on the effects of high contrast for text
9.5.3. Avoid uppercase and bold font for informative text with three or more lines
Evidence on the effects of capitals and bold
9.5.4. Select a typeface to enhance meaning or emotion
Evidence on the effects of typefaces that support meanings
9.6. Layout
9.6.1. Obey gravity
9.6.2. Avoid large pictures in informative ads
Evidence on the effects of picture size
9.6.3. Balance the layout
Evidence on the effects of balance
Answer to question on page 243, “How many mistakes can you find?”
10. Motion media
10.1. Scenes
10.1.1. Use an opening that is directly related to the product, brand, or message
Evidence on the effects of openings related to the product, brand, or message
10.1.2. Emphasize the product or message
Evidence on the effects of emphasis on the product
10.1.3. If believability is important, show the spokesperson on-screen
Evidence on the effects of an on-screen spokesperson
10.1.4. Use short “supers” to reinforce key points
Evidence on the effects of using supers that reinforce the message
10.1.5. Make the closing scene relevant to the key message
10.2. Voice
10.2.1. Use an appropriate voice
Evidence on the effects of voices
10.2.2. Avoid orally ambiguous words
10.3. Music and sound
10.3.1. Consider using music or sounds for low-involvement products, but not for high-involvement products with strong arguments
Evidence on the effects of music or sounds
10.3.2. If music or sound effects are used, make them relevant to the product
Evidence on the effects of relevant music
10.4. Pace
10.4.1. Use rapid speech for simple messages about low-involvement products
Evidence on the effects of rapid speech
10.4.2. Use slow speech for strong arguments or to show concern
Evidence on the effects of speaking rate when there are strong arguments
10.4.3. Use short silences before and/or after strong arguments
Evidence on using short silences before and after strong arguments
10.4.4. Hold scenes to hold attention
Evidence on the effects of scene length
Creativity
Find creative people
Generate creative ideas
Problem statements
Brainstorming, brainwriting, and electronic brainwriting
Build on ideas
Evaluating advertisements
Expert judgments
Research
Using the principles to evaluate ads
Principles map
Conclusions
Appendices
Appendix A
Challenges to generalizing from experimental evidence
Only a small percentage of relevant studies in advertising look at behavior
Appendix B
Data on print ads from Which Ad Pulled Best (WAPB)
Appendix C
Non-experimental data on TV commercials
Appendix D
Prospect theory and persuasion
Appendix E
Media allocation methods
Last year’s advertising expenditures for the brand
Typical expenditures for the firms in your industry
Elasticity method and Wright’s rule
Decomposition
Experimentation
Appendix F
How to select an advertising agency
1. Planning techniques
2. Objectives
3. Target market research
4. Creativity techniques
5. Persuasion research
6. Copy alternatives
7. Copy testing
8. Media alternatives
9. Media testing
10. Capabilities of the team
11. Taste/legal/ethical guidelines
Appendix G
Management presentations: An evidence-based checklist
Structuring the talk
Preparing for the talk
Presenting the talk
Ending the meeting
After the talk
Appendix H
Written management reports: An evidence-based checklist
Target market
Source
Recommendations
Arguments
Reader guides
Exhibits
Style
Rewrite
Appendix I
Advertisingprinciples.com (AdPrin.com)
Glossary
References
Name index
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Subject index
A
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D
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F
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H
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