Persuasive Advertising - J. Scott Armstrong [261]
alternatives for, 287
consistency in, 219–21
contrast, 221
candy bar experiment, 139
captions, 249, 319
car honking study, 175
causal observation, 6–7
causes, 140–1
celebrity/celebrities, use in ads
cost of using, 153
criteria for selection, 154
dead, 153
endorsement, 151–5
characters in ads, 70, 119, 167, 220, 227, 233
animals as, 228
celebrities as, 152
as similar individuals, 69–71
dislikeable, 79, 120
see also spokespersons
character spacing, 256–7
charity, 22, 75, 89–90, 91–2, 111, 152
donations by advertisers, 141
donations studies, 68–9, 70, 76, 81–3, 84, 93–4, 115, 136
size of donation, 115
choice
alignable, 319
default, 39
number of, 36–9
paradox of, 35
provision in ads, 35–40
claims
exaggerated, 165–6
false, 151, 153
substantiation of, 147
clarity, 182–6
close-ups, 268
codes of conduct, 42
coffee
ads, 78, 273
mug study, 139
study, 38
cognitive dissonance, 55, 104, 319
color
consistent use of, 219
informative, 212
interpretive, 212
for text, 259–61
used to gain attention, 229
used in presentations, 312
used to provide information, 211–12
and word associations, 194
columns, 254
commitment, 81–2
early, 114–15
common
enemy, 79
sense, use of, 25
communication
failures in, 182–3, 241
sources of, 12
of statistics, 148–9
comparative advantage, 30, 319
comparative advertising, 4, 15, 30, 157–61, 319
comparison
and choice, 36
with competition, 16, 20–1, 77, 127, 156–61, 319
ease of, 43
piecewise, 159
price, 42, 45–6
competitors
desire to beat, 17–18
information on, 42–3
competitive strategy, 17
complaints, product, 68
comprehension tests, 183
conclusions, direct vs indirect, 126–8
concrete words, 319
conditions, 14–24
helpful and harmful, 14
condoms, 69
consistency
in ads, 212–13
campaign, 219–21
of customers, 81
typeface and content, 262
consumers see customers contrast (visual), 10, 259, 312
cookie jar experiment, 73
copy, 319
copy testing, 172, 192, 244, 309, 319
corrective advertising, 213–15
correlation, 319–20
coupons
filling in, 175–6
offer, 61, 113–14, 139
credibility see believability
creativity, 278–86
agency techniques, 309
credence products see under product
credit cards, 49–50, 56, 141
cultural values, 56, 182, 191–3, 230–1
cupcake study, 178
customer(s)
benefits from advertising, 19
endorsements by, 150–1
identification with, 70–1
informed and uninformed, 36–7
involvement, 131–8, 175
price awareness, 46
satisfaction, 133–4
satisfaction surveys, 134
D
“Daisy” ad, 94
data
experimental, 9, 11–12
in management reports, 316–17
mining, 9
non-experimental, 7–9, 302–3
presentation, 148–50
quasi-experimental, 10–11, 300–1
see also information
“dazzle detective” campaign, 135
Dead Sea scrolls example, 104–5
debit and credit cards, 49–50
decomposition, 307
decoy, use of, 38–9
default choice, 39, 290
delivery dates, 60–1
Delphi technique, 287, 305, 306
demands vs. requests, 175
demonstration, 144–6
dentistry example, 215
descriptive captions, 249
devil’s advocate, 287–8
direct mail, 56, 251–2, 307
disclaimers, 213–15
disconfirming information, 104
discouraging behaviour (by ads), 24, 46, 79, 93
disrupt then reframe (DTR), 108–9
distraction technique, 106–10
distribution
benefit to distributors from advertising, 19
channels, 58, 59–60
information in ads, 27, 58–9, 241
drunk-driving, 93, 94, 112, 189
E
elaboration likelihood method (ELM), 320
elasticity, 319
method, 306
emotion
and color use, 211
and logos, 227
mixed with rational appeals, 5–6
and music, 271, 273
and typeface, 261
use in ads, 22, 26, 85–97, 112, 162–3
employee
benefits, 16
shown in ads, 205
turnover, 19
endorsements
authority, 80
consumer, 150–1
celebrity, 151–5
expert, 155–6
shop, 60
endowment theory, 138–9, 320
ethical standards, 87–8, 90, 136, 192–3, 309
evaluation of ads, 287–90
evidence
in comparative ads, 160
damaging in criminal trial, 126
empirical, 7–13
provided in ads, 146–8
types of, 6–14
verifiable, 147–8
weakest and strongest types, 12
evidence-based principles,