Persuasive Advertising - J. Scott Armstrong [219]
High-involvement product A product or service that people evaluate carefully before making a purchase decision. It is likely to be an expensive or visible product, such as an automobile, that involves some monetary (e.g., expensive) or personal risk (e.g., clothing).
Intention A plan by a consumer to engage in certain behavior such as to purchase a product, make a donation, or attend a function.
IPA (Institute of Practitioners in Advertising). A U.K. organization that has been conducting awards competitions to recognize campaigns that clearly demonstrate advertising effectiveness. The awards began in 1979. As of 2009, there were over 830 tested case histories summarized in 17 volumes, and accessible through ipa.co.uk and the World Advertising Research Center (warc.com).
Ipsos ASI One of the world’s largest advertising research firms. It provided findings from analyses of non-experimental data on 30-second TV commercials that it had tested for recall and persuasion among adult women. Appendix C describes some of its procedures.
Jingle Music and verse combined in a commercial; it is often sung and is usually characterized by a rhyme.
Layout The ordering and spacing of the various components of headline, illustration, copy, and brand identifiers.
Logo A brand name or symbol often presented in a special lettering style or typeface.
Long-exposure ad An ad, such as in a magazine or on a website, that is sufficiently long to allow customers to take their time in viewing or reviewing.
Low-involvement product A product or service that a consumer is unlikely to evaluate carefully before making a purchase. It is generally an inexpensive product, such as soap, that involves little risk.
Meta-analysis A structured quantitative review of the literature on a given topic. A meta-analysis should disclose the procedures used to select and code the studies, the method for summarizing the findings, and the procedures used to ensure that the search for information on this topic was comprehensive. For an example of how to effectively conduct a meta-analysis, see any of the studies by O’Keefe that I have cited.
Metaphor A combination of two or more elements in which one element is understood or experienced in terms of the other; a form of wordplay that applies a word or a phrase to a concept or an object, such as a brand, to imply a feature of the object (e.g., Budweiser is “the king of beers”).
Nondirective interviewing A technique in which an interviewer asks broad questions to lead the interviewee into a discussion of issues that the interviewee considers important. The interviewer probes for additional details but does not introduce ideas or evaluate what the interviewee says. The following guidelines can aid in conducting such interviews:
• Start the interview by explaining what you would like to find out. The initial part of the interview is often the most difficult. If the opening statement (e.g., “Tell me about your objectives”) does not draw a response, try something a little more specific (e.g., What is the target market for product X?). Assure the interviewee that all responses will be anonymous. During the interview:
• Don’t evaluate what interviewees say. If they feel they are being judged, they will be careful about what they say.
• Let interviewees know that you are interested in what they say. To find out more about a particular subject that the interviewee mentions, ask for elaboration- e.g., “That’s interesting, tell me more.” Or you may use a reflection of the interviewee’s comments—“You seem concerned by …,” often picking up the last few words used by the interviewee. These requests help to provide more information and let interviewees know that you are interested in what they are