Persuasive Advertising - J. Scott Armstrong [2]
Cynthia Cronin-Kardon, Jean Newland, and others at the Lippincott Library, University of Pennsylvania, tracked down papers no matter how obscure the source or how incorrect the citation. This involved well over 2,600 papers, which were then entered into a data-base, a task that relied on many, and in particular, Amelia Aldao, Michael Guth, Ankita Sancheti, Alexandra Yordanova, and Rachel Zibelman.
It was difficult to find research assistants who could understand academic papers enough to be able to summarize them in plain language. However, two were especially good at this: Lisa Negron and Zhen Chai.
Many academicians, including Andrew Abela, Willem Burgers, Peter Fader, Magne Jørgensen, Americus Reed III, Jenni Romaniuk, Brian Martin, Byron Sharp, and Brian Wansink provided useful suggestions on the content.
John A. Carstens spent more than four years with the writing, design, organization, and word processing, thus putting his years of teaching college composition and editing faculty papers to good use. He was also good at determining what I meant to say, which was sometimes different from what I said. He died in May 2006 and I miss him.
I drew upon knowledge from many fields. To ensure that this knowledge has been properly transmitted into principles, I, along with Amelia Aldao, April Anderson, Saurabh Bajpai, Michael Guth, Jim Liu, Rachel Zibelman, and Alexandra Yordanova, tried to contact all living researchers whose work is cited. My deepest appreciation to those people who came back with detailed suggestions for improvements. Shane Frederick, Richard P. Larrick, Daniel O’Keefe, and Rik Pieters were especially helpful in this effort.
In a further attempt to improve the accuracy and usefulness of the summaries of research, I asked various researchers to review some contentious sections. Reviews were provided by Charles Areni on “Questions,” Pierre Chandon on “Product information,” Jean-Charles Chebat on “Two-sided arguments” and “Indirect versus direct conclusions,” Phil Gendall and Robert Schindler on “Pricing,” Sheena Iyengar, Cassie Mogilner, and Benjamin Scheibehenne on “Product choices,” Ekant Veer on “Cause-related marketing,” Patti Williams on “Mere exposure,” and Eric S. Knowles on “Resistance.”
My commissioning editor at Palgrave Macmillan, Stephen Rutt, read early drafts and provided suggestions on how to make the book useful to practitioners.
Many people helped with editing as the manuscript progressed through more than 270 revisions. April Anderson, Stuart Halpern, Bryan La France, Soo Lee, and Jen Zhao went through the whole book and provided wonderful suggestions.
Others helped to improve clarity by commenting on sections of the book. A partial list includes Zain Akbari, Adam Altman, Jennifer Armstrong, Dessa Crawford, Ishika Das, Sarah Fastabend, Max Feldman, Deborah Fox, Lela Jacobson, Julie Johnson, Kelly Xiayu Jin, Allen Jun, Cindy Kim, Marian Lee, Elena Liao, Diana Lin, Douglas Martin, Mariam Rafi, Eleanor Segal, Andrew Snyder, Shara Vanetia-Walerstein, Alex Wilson, Dara Yang, and Jennifer Yoo.
As we neared the final draft, Alice Barrett Mack went though the book and did a superb job of editing. Susan Curran did a great job on editing and design.
I received guidance from advertisers, including Tony Adams, a consultant and formerly an advertising executive at the Campbell Soup Company; W. Warren Armstrong of Armstrong Marketing Services; and Ralph Day, a consultant.
Charles Smolover, a creative director at the Mangos advertising agency in Malvern, Pennsylvania, encouraged me to read the classics in advertising early on in this venture. He also provided excellent advice on how to organize and present the material to make it more useful to advertisers.
Jesse Engle convinced me to write this book and he helped in the early stages.
Kesten C. Green of Monash University in Australia, and my closest research colleague over the past decade, offered excellent advice at various stages in this project.
Introduction
Advertising is the very essence of democracy.
Anton Chekhov, late 1800s