Persuasive Advertising - J. Scott Armstrong [260]
Worchel, Stephen, 73
Wright, M., 122
Wright, Malcolm, 4, 298, 306
Wyer, Robert S., 203
X
Xerox, 64, 65, 145, 220, 280
Xia, Lan, 48, 52
Xu, G., 169
Y
Yamada, Seiji, 128
Yamanaka, Jiro, 211
Yellow Pages, 78–9, 186–7, 205, 207–8, 210, 212, 222, 229, 254, 259
Yoo, Chan Yun, 276
Yoon, C., 215
Yorkston, Eric, 194, 195
Young, K., 55
Young, S. Mark, 272
Yu, Jay, 194
Yuan, Hong, 54
Z
Zaenen, A., 257
Zajonc, R. B., 99
Zald, D. H., 279
Zaleski, Adam C., 71
Zanot, Eric J., 1
Zebowitz, Leslie A., 123
Zellinger, David A., 74
Zhang, Jie, 262
Zhang, Shi, 159
Ziliak, Stephen T., 5
Zillman, Dolf, 166
Zimbardo, Philip G., 4
Zimmer, Mary R., 241
Zinkhan, George M., 234, 300
Subject index
A
acceptance, 102, 143–79
action, calls for, 173–8
active voice, 188–9
adjectives, use of, 195–6, 213
AdPrin.com, 311, 315, 318
AdPrinAudit, 290
advertising agencies
criticisms of, 1
presentations by, 311–14
prices charged, 42
selection of, 308–10
use of research, 13, 289, 309
advertising business, size of, 2
advertising-to-sales ratio, 305
AIDA, 322
airline ads, 33, 204
see also individual airlines by name
alcohol warnings, 105
alignable
choices, 35
comparisons, 158
analogies, use of, 284
anchoring, 319
animation, 276
apartment
choice example, 134
appearance and competence, 121–2
arguments, 180–2
completeness of, 27
and emotion, 86
and humor, 234
in management reports, 315–16
order of presentation, 126
number of, 180–1
repetition of, 171
strong, 167, 170, 180, 202, 233, 245, 275
used in presentations, 311
weak, 171, 183–4, 275
Armstrong Index, 290
arrival dates vs waiting times, 61
artworks, 42, 72, 73, 247
associations, 78–9
attention
for action steps, 174
getting, 102, 152, 185, 217–39
by headlines, 244
low-attention advertising, 217
paid to TV ads, 268
attitudes
and behavior, 298
of target market, 24
attractive
people, 123, 237–8
visuals, 227–9
see also beauty
attribution, 75–6
audio information, 241
authentic dissent, 288
authority, 80–1
delegation of, 164
automobile
accessories, bundling, 57
ads, 77, 86, 88, 157, 206
brands, 116
(see also individual brands in name index)
as new product, 144
purchase process, 76
theft, 144
awards, 15, 19n2
B
bake sale, 96
balance theory, 77
barriers, removal of, 113–15
beach beer study, 59–60
beauty, 237–8
and balanced design, 264
bias towards, 123
in models, 237–8
products, 30, 45, 123, 238
see also shampoo, toothpaste
beer ads, 31, 230
begging study, 107–8
behavior
and attitudes, 298
of target market, 24
beliefs
and authentic dissent, 288
resistance based on, 103–5
believability, 87, 123, 125, 268–9, 274
of celebrity claims, 155
credibility of sources, 163–4, 201
and illustrations, 209
of puffs, 166
ratings over time, 1
and repetition, 169
see also truthfulness
benefits
in ads, 28–31
rather than choices, 111–12
separated from payments, 50
specificity of, 29
and target market, 23
bicycles, 41, 153
bidding experiment, 139
billboards, 204
blank-line spacing, 255
bleed, 248
blue-eyed children, 75
BMW or Mercedes study, 133
body text, 319
bold font, 191, 254, 260–1, 317
bonus offer, 55, 177–8
books
ads for, 43, 57, 111
manipulated sales of, 68
purchase study, 54
summarizing research findings, 3–4
useful for expert advice, 6–7
brainstorming, 281–3, 309
brainwriting, 281–3, 319
brand
appropriate for comparative advertising, 157–8
company, 116
differentiation, 8, 31
double branding, 118–19
identifiers, 224–7
loyalty, 16
market leading, 159
name, choice of, 194–6
name in headlines, 244–5
name, illustrations related to, 207–8
name in logos, 225
name, mention of, 14, 98–9, 116–20
name not mentioned, 217
name in slogans, 224
personalization, 119–20
product or company, 115–16
prominence of, 14
shown in motion ads, 267
Bromley or Brimley, 194
budget for advertising, 18, 32
bundled prices, 49, 57
C
cable TV study, 133
call-outs, 209
calmness, 191
camera
ads, 39, 47, 65, 78, 221, 234
angles, 208
campaign of advertising, 85–6,