Persuasive Advertising - J. Scott Armstrong [0]
PERSUASIVE
ADVERTISING
Evidence-based principles
J. Scott Armstrong
The Wharton School
University of Pennsylvania
with collaboration from
Gerry Lukeman
Chairman Emeritus, Ipsos ASI
and
Sandeep Patnaik
Research Director, Gallup & Robinson
© J. Scott Armstrong 2010
All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission.
No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS.
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The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988.
First published 2010 by
PALGRAVE MACMILLAN
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ISBN 978-1-4039-1343-2
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10 9 8 7 6 5 4 3 2 1
19 18 17 16 15 14 13 12 11 10
Printed and bound in Great Britain by
CPI Antony Rowe, Chippenham and Eastbourne
To my wife, Kay Anderson Armstrong.
My shipmate, partner, and pal for nearly half a century so far. My work on this book was a test of her patience.
For example, Persuasive Advertising traveled with us on all of our vacations over many years.
Her career in social science research and her commonsense approach enabled her to make numerous improvements to this book.
Contents
List of exhibits
Preface
Acknowledgements
Introduction
Types of evidence
Conditions
The principles
Strategy
1. Information
2. Influence
3. Emotion
4. Mere exposure
General tactics
5. Resistance
6. Acceptance
7. Message
8. Attention
Media-specific tactics
9. Still media
10. Motion media
Creativity
Evaluating advertisements
Conclusions
Appendices
A Challenges to generalizing from experimental evidence
B Data on print ads from Which Ad Pulled Best (WAPB)
C Non-experimental data on TV commercials
D Prospect theory and persuasion
E Media allocation methods
F. How to select an advertising agency
G Management presentations: An evidence-based checklist
H Written management reports: An evidence-based checklist
I Advertingprinciples.com (AdPrin.com)
Glossary
References
Name index
Subject index
Persuasion Principles Map
Exhibits
A Types of evidence
B Key areas of conditions
C Categories of persuasion principles
Principles checklists:
1 Information
2 Influence
3 Emotion
4 Mere exposure
5 Overcoming resistance
6 Acceptance
7 Message
8 Attention
9 Still media
10 Motion media
D Developing and nurturing creativity: a checklist
E Persuasion principles map
Preface
Advertising is fundamentally persuasion.
Bill Bernbach, 1960
Persuasive Advertising is a guide for all who create or evaluate advertisements—for people in advertising agencies and advertising research companies, for those who hire