Persuasive Advertising - J. Scott Armstrong [262]
barriers to use of, 13
expenditure on ads, 305–6
experience products, 22–3, 56, 320
experiments see data, evidence, research
expert
credentials of, 184
endorsement by, 155–6
witness, 129
explicit conclusions, 126–8, 310
exposure, 320
mere exposure, 26, 98–101
eye-tracking studies, 86, 226, 229, 246, 262–3, 264, 320
eyeglasses, impact of, 121
eyes, use of, 91–2
F
face-to-face meetings, 281, 284–5
false
accusations, 163
claims, 130, 147, 151, 153, 170, 270–1
global warming seen as, 170
statements, believability of, 169
fast-paced/fast-exposure ads, 150, 182, 203–4, 231–2, 275–6
fast talkers, 313
fear, use of, 16, 94–6
focus groups, 284, 320–1
font see typeface
foot-in-the-door, 81–3
football game example, 49
forceful words, 186–9
forewarning, 123–4
form filling, 175, 176–7
fragments
advertising, 219
of text, 193
framing, 110–12, 321
fraternities, college, 107
free
gifts, 83–4, 134
samples, 129, 138–9
speech, 192
trials, 138–9
use of word, 187–8
freedom, loss of, 71–3, 128
functions of advertising, 16, 19
G
gallery writing, 283
gender
issues, 120–1
of model and product, 236–7
gifts, 53, 83–4
free, 47
glass, shape of, 208–9
global warming, 170
graphs, 149–50
grocery stores, 42–3
groups, running, 285, 287–9
guarantees
lawsuits over, 166
money-back, 138
product satisfaction, 40–1
profit in making, 3
guidance, provision of, 35–6
guilt, use of, 16, 89–94
Gunning fog index, 183, 321
guns, 24
H
headline, 243–6
language, 196
length, 10–11, 246
what’s wrong with, 243, 265
hidden camera, 151
hierarchy of effects, 321–2
hip fractures, 149
history of advertising, 28, 113, 138, 156, 186, 224, 243, 255–6
hormone replacement products, 8
humor, 7, 14, 185, 230–4, 313
and attendance at events, 231–2
hypothesis testing, 103–4
hypothetical questions, 131
I
ice cream study, 125–6
identification, 70–1, 150
identifiers, 224–7
see also logos, slogans, under brand
illustration, 204–11, 227–9, 247–9
captions, 249
number of, 248
photography vs line art, 210
related to message, 249
size of, 263–4
time spent viewing, 227
writing on, 247–8
independent review boards, 192
index method, 290
indirect conclusions, 126–8
inertia, 39, 304
influence/influencing, 26, 63–84
influencers as targets, 24
information
available about products, 34
inside information, 74
irrelevant, 203, 270
media ability to communicate, 240–1
number of pieces in ads, 27
omitted or delayed, 137–8
on price, 43, 55
on production cost vs. price, 52
on purchase arrangements, 59
use in ads, 26, 27–62, 247–8
weak, 72
information, legal admissibility of, 70–1
innuendo, 129–31
insults, use of, 162
insurance, ads for, 39, 42, 51
see also guarantees, risk
intention, 322
Internet
buying procedures, 176
as meeting substitute, 281
use of, 33, 145, 150, 172, 175, 242, 276
see also websites
interviews
non–directive, 323
see also focus groups
involvement, level of consumer, 10–11, 21–2, 58, 131–8
see also under product
J
jam study, 37
jeans study, 161
jingles, 197–8, 199, 322
job recruitment ads, 132
justified
figures, 150
text, 255–6, 265
L
laboratory studies, 11–1 2
language
ambiguous, 271
clear, 182–4
different languages, 225
first paragraph, 250
forceful, 186–9
interesting, 189–90
and layout, 263
in management reports, 317
negative, 185–6
orally ambiguous, 271
plays on, 197–9
specific words, 186–7
for subheadings, 252–3
translation problems, 223–4
use of, 180–202
variation of, 169
word selection, 194–7
see also text
layout, 322
of print and Internet ads, 262–5
on screen, 269
legal issues, 41, 46, 71–2, 126, 151, 153, 157, 166, 184, 191–2, 214, 234
length of copy, 250–1
life cycle of products, 24, 57, 251
life-saving efforts, 70
lighting, 268
likeability, 16–17, 76–9, 159, 230, 269
by association, 78
liked and disliked students, 77–8
and repetition, 167
line-length study, 66
littering study, 174
logos, 59, 220, 224–7, 322
long-exposure ads, 240, 322
loyalty programs, 177
M
magazine subscriptions, 47
management presentations,