Persuasive Advertising - J. Scott Armstrong [216]
23. Use bullet-point sub-headings for three or more items in a list. [9.4.2.]
Exhibits
24. Tables are typically easier for people to understand and they are more precise. If you cannot get a table to work, consider a chart (for example charts can help to show patterns over time). Avoid pie charts. [6.4.2.]
25. Organize data so that the conclusion is obvious [6.4.2].
• Put data to be compared in columns, not rows;
• Round data, typically to three significant digits;
• Show column averages (and row averages, if relevant). Order rows by size or by key variable;
• Use layout to guide the eye (do not use vertical lines);
• Highlight data to reinforce conclusions (e.g., boldface key numbers).
26. Avoid anything that is not essential to understanding a table or graph. [7.9.2.]
27. Provide descriptive titles for an exhibit if the conclusion is not obvious, or if the conclusion is already widely accepted by the audience. [5.9.2.]
Style
28. Use prose for the report. Bullet points are not sufficient, although they can be useful as headings.
29. Write forceful reports. Use specific words with concrete meaning. [7.3.1.] Do not hedge. [7.3.2.]
30. Do not use negative words as they harm clarity. [7.2.2.] Avoid apologies.
31. Do not go beyond your evidence or speculate (unless you are proposing further research).
32. KISS—Keep it Short and Simple: (Simple words; common words; short sentences; one idea per sentence; eliminate unnecessary words; avoid jargon unless common among all of the target market.)
33. Avoid cross-references (going elsewhere to see important results is distracting, so do not put important tables at the end of a report).
34. Put important information in the report itself (not in an appendix).
35. Use common typeface for text and be consistent. Use a serif typeface to aid reading although sans serif might be used for clarity of headings. [9.5.1.] Use black on white; do not write on shading; do not use colors for fonts or backgrounds. [9.5.2.]
36. Use a calm tone. Avoid exclamation marks. Do not use all caps. Avoid bolding that extends more than three lines. [9.5.3.]
37. Do not number the sections unless you need them to help people find things. This is consistent with the guideline to avoid distractions and things that do not contain information.
38. Use few footnotes—none if possible.
39. Consider also providing an electronic copy of the report—especially when the report can provide links to supporting information.
Rewrite
40. Rewrite until it is clear and interesting. The first draft never works.
41. Proofread to eliminate obvious errors. Even better, ask someone else to proofread. Readers may think small errors reveal a lack of care and generalize about your analysis.
Acknowledgments: Eric M. Eisenstein and Lisa Warshaw (director of the Wharton Communication Program) provided useful comments.
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Appendix I
Advertisingprinciples.com (AdPrin.com)
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The AdPrin.com site is designed to provide support to people who want to use the evidence-based approach to persuasive advertising. The site includes, among other resources:
* easy-to-use checklists to help apply the principles described in this book
* updates to principles as new evidence becomes available
* suggestions for revising principles or for adding new principles
* educational materials related to the principles
* some advertisements and commercials referred to in this book
* corrections to the book
* commentary on the book
* reviews of the book
* links to resources that might help in applying the principles
* a facility to suggest useful new features.
Glossary
Advertising elasticity The relationship between percentage changes in advertising expenditure and unit sales. Thus, an elasticity of 0.1 means that if the expenditure on advertising for a brand increases (decreases) by 10 percent, unit sales would increase (decrease) by 1 percent.
Alignable choice A set of products in which the differences are based on a single dimension, such as