Persuasive Advertising - J. Scott Armstrong [102]
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.
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, or begin with a supporting one 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.
5.13. Causes
5.13.1. Support popular causes.
5.13.2. Tie purchases to popular causes.
1 Illustration of running monsters from Mind Sights by Roger N. Shepard. Copyright © by Roger N. Shepard. Reprinted by arrangement with Henry Holt and Company, LLC.
2 The text of this ad is available on the Internet.
6. Acceptance
Once the audience is in a receptive mode, the advertisement should seek acceptance of the message. The principles for acceptance are discussed under the following headings:
6.1. Problem/solution
6.2. Demonstration
6.3. Evidence
6.4. Data presentation
6.5. Customer endorsements
6.6. Celebrity endorsements
6.7. Expert endorsements
6.8. Comparative advertising
6.9. Negative advertising
6.10. Refutation
6.11. Puffery
6.12. Questions
6.13. Repetition
6.14. Subliminal messages
6.15. Memory devices
6.16. Word of mouth
6.17. Call for action
6.1. Problem/solution
If customers are unaware of a problem, it might help to describe it, and then show how the product solves it.
Problem/solution principles are especially useful for high-involvement utilitarian products because customers are likely to think about the solution.
6.1.1. Describe a problem and show how the product solves it
This principle is most effective when the problem is not evident to the target market, or if it is, the solution is not known.
Lever Brothers initially advertised its Lifebuoy soap as protection against epidemics. When epidemics became less prevalent in the 1920s, the company created the term “B.O.” According to some experts, body odor had not previously been regarded as a source of embarrassment. Lever Brothers created a problem, offered Lifebuoy as the solution, and thus produced a best-selling bath soap.
Our friend Lars, from Sweden, came to visit us in Philadelphia. He is a perceptive chap and during the week that he spent with us, he pointed out a number of items around the house that did not work well, and suggested solutions. His suggestions made me aware of problems and motivated me to make some improvements. In a similar manner, advertisements can help make people aware of problems—and how to solve them.