Persuasive Advertising - J. Scott Armstrong [263]
management reports, 315–17
margarine, 91
market share, 17–18
media
agency proposals, 309
allocation methods, 305–7
choice of, 33–4
and elasticity, 306
information conveyed by different, 240–1
motion, 33, 267–77 -specific tactics, 240–77
still, 33, 243–66
medicine, examples from, 2, 7, 8, 31, 39, 80–1, 148–9, 290
meetings, guidance for, 280–1
memory
abilities, 36
asked of customers, 137
and attention, 217
devices, 172
of prices, 42–3, 45
of slogans, 223
mere exposure see under exposure
message, 102, 180–216
meta–analysis, 12, 322
metaphors, 199–202, 322–3
minicabs, 95
mirror studies, 91
misperceptions, 107
mission statements, 15
mnemonics, 172
models, 236–8
money
sharing experiment, 91
stamped with brand name, 99
monkeys, 153
Monster Chase, 110
motivation, 20
mouthwash example, 130–1
movie
ads for, 128
bad, watching, 105
warnings, 105
multi-unit purchases, 58
multimedia ads, 33
multiple anonymous authentic dissent (MAAD), 288–9
music
purchase, 114
use in ads, 271–4, 275–6
mystery ads, 116–18
N
neat students study, 76
negative
advertising, 161–3
arguments, 124–5
words, 184–5
news, 32–3
non-alienable choices, 323
O
objectives (of advertisers), 15–20, 308
comprehensiveness of, 19
explicit, 20
measurement of, 15, 20
relevance of, 15–18
and strategies, 16
odd prices, 44
offers, special, 177–8
opinion surveys on truthfulness of ads, 1
opt-outs, 39
organ donors, 39, 69, 290
organization of presentations, 312
ovens, 37
P
pace see timing
packaging, 60
paint, 120
paradox of choice, 35
parallel processing, 289
parodies, 234
passive voice, 188–9
payment
and consumption link, 49–51
methods, 49–50
prepayment and installment plans, 50–1
peanut butter study, 19
peer review, 278, 288
pen study, 38, 170, 232 “pennies a day” (PAD), 46–7
pension plans, 37
percentages, use of, 54–5, 306
personalization, 119–20, 193–4
perspectives, 110–12
persuasion principles map, 292
petrified wood study, 67–8
phosphates in detergents, 73
photocopying
ads, 144–5, 204
example, 64–5
photography, use of, 209–11
see also illustrations
picture window layout, 263
pictures see illustrations
pizza study, 40
platinum number, 265
police example, 135–6
political advertising, 94, 116–17, 121–2, 131, 161, 162–3, 164, 209, 276
negative, 162, 164
and politicians’ appearance, 121–2
political correctness, 192
post-purchase behavior/emotions, 16
postage-paid forms, 177
posters, 247
power words, 187–8
preciseness paradox, 146
predictions by customers, 135–6
preemption, 164
presentations to management, 311–14
prestige, 88
price, 41–58
bundling, 49, 56–7
clarity regarding, 43, 202
cost-based vs market-based, 52
customer awareness of, 46, 49
flat fee vs per-use, 51
high, 51–4, 64
information, 27, 55, 241
introductory, 55–6
lifetime, 42
not mentioned, 73
partitioning, 48–9
and product quality, 47–8, 52–4
reductions, 47–8
reference, 45–7
round and odd, 44
uncertainty over, 51
unit price, 43
principles
analysis in marketing textbooks, 3
definition of, 14
ethical see ethics
evidence-based see evidence–based principles
map, 292
obvious, 12
organization of in book, 25
print see media, still
problem
and solution, 143–4
solving methods, 281–5
unrelated, 109–10
product
bundling, 56–7
credence, 23, 68, 320
currently owned, credit for, 113–14
definition, 20
discounts, 54–5
distribution see distribution
experience goods, 22–3, 56, 63, 66, 320
features, adding and deleting, 40
features as benefits, 28–9
features, bundled, 56–7
hedonic, 22, 42, 51, 151, 263, 321, 324
high-involvement, 21–2, 63, 64–5, 99, 116, 117, 155, 168, 173–4, 231–3, 242, 244, 276, 322
high-status, 60
information, 27, 33–4, 240
intangible, 200
low-involvement, 21–2, 55, 58, 99, 106, 108, 124–5, 138, 150, 168, 173–4, 245, 252, 322
new, 24, 32–3, 55–6
placement, 99–101
pro-social and commercial, 22
quality, 99
quality, perceived, 44–5, 54
quality and price, 47, 52–4
search, 22, 324
shown in illustrations, 206–11
shown in scenes, 267
unknown, 152