Persuasive Advertising - J. Scott Armstrong [123]
6.14.1. Use subliminal messages only if the customer is warned
In 1957, subliminal advertising got a big boost when James Vicary conducted his infamous “Drink Coca-Cola” and “Eat Popcorn” studies at a New Jersey movie theater. He claimed that Coca-Cola sales went up by 18 percent and popcorn sales increased by 58 percent when those words were projected at 1/24 of a second once every five seconds. As a result of this study, Vicary gained much attention and consulting. However, studies by others failed to replicate his findings. After one of these failed replications, Vicary admitted that he had fabricated the findings.
If readers are informed that an ad contains a subliminal message, it is ethical. A warning can lead to more involvement, as customers try to find the hidden message. An ad in 2005 in an issue of the New York Times Magazine said: “Dear Ketel One drinker, can you find the subliminal message in this advertisement?”
Evidence on the effects of subliminal messages
Research interest in the use of subliminal messages began around 1900. Following reports that subliminal perception led to persuasion, studies in 1907 and 1908 were unable to replicate the findings.
A meta-analysis of the effects of subliminal messages yielded 23 studies. It led to the conclusion that “subliminal advertising has little influence on the consumer’s decision to select between alternatives” (Trappey 1996).
6.15. Memory devices
Mnemonics are verbal, auditory, or visual memory aids. Memory devices are commonly used. For example, telephone numbers in radio ads often use letters based on the name of the company or brand.
6.15.1. Use mnemonics when consumers will be purchasing at a later time
Mnemonics are more effective when the product is low-involvement, because consumers are less likely to expend energy to remember a name.
Mnemonics can help customers remember brand names or benefits when the purchase will not be made immediately. They seem to be especially useful for auditory media and for elderly customers.
Evidence on the effects of mnemonics
This principle is based on received wisdom, supported by non-experimental analyses.
Stewart and Furse (1986) found that mnemonic devices in TV commercials were positively—and strongly—related to recall of brands. They were also associated positively with comprehension and persuasion.
Walker (2008) found that when verbal mnemonics were used in TV commercials, recall was 3 percent better than it was for the typical ads in this sample, and persuasion was 8 percent higher.
6.16. Word of mouth
People often make purchase decisions based on recommendations from friends and acquaintances. As a result, many advertisers aim their ads at opinion leaders. The objective is to provide ads with interesting and memorable information so that customers will pass along the message.
6.16.1. Encourage customers to tell (or ask) others about the product
One of the primary advantages of this principle is that in passing along the message, people convince themselves about the product’s benefits.
When messages are passed along by word of mouth, they often lose details and some points may be exaggerated or changed. The solution lies in developing ads that are clear and simple—as well as interesting. The ad should have a single point that can be passed along orally.
To assess simplicity and clarity, employ copy testing with potential customers. One possible test is similar to the “whisper down the lane” game in which, after seeing an ad briefly, one person tells another about the ad, that person tells someone else, and so on. Is the primary message transmitted accurately? If not, revise it until it is.
The Internet has the advantage that people can send a message along with the click of a mouse with no loss or distortion of information. This has been called “word of mouse.”
In the early 2000s, some advertisers paid people to endorse their product by word of mouth. For example, these “customers” might go to bars, buy a new alcoholic beverage for other people, and praise the drinks among