Persuasive Advertising - J. Scott Armstrong [264]
utilitarian, 22, 51, 63, 263, 324
ways of emphasizing, 268
widely used, 67–9
profit
as objective, 17–18, 20
sharing, 20
vs retail price, 141
promise(s) by consumers, 81
promotional offers, 56, 61
prospect theory, 304
provocation, 16, 96–7
public service announcements, 89
puffery, 165–6
punctuation, use of, 245–6, 253
purchase limits, 26, 74
Pygmalion principle, 75
Q
quality
customer perceptions of, 54
high-quality products, 51–4
and involvement, 99
and price discounts, 47
quantification, 146
quantity surcharges, 42–3
quasi-contracts, 41
questionnaire completion/return, 61, 83–4, 136
questions
and answers, 21, 166–7
in headlines, 131
rhetorical, 166–7
types of, 166
quiet voice
quotation marks, use of, 7
R
radio, 148, 274, 275–6
rape awareness, 95
rational arguments, resistance to, 105–6
readability, 183–4
reader guides, 253–4, 316
reading speed, 182–3, 241, 246, 257, 259, 260
real estate, 52
reason
for purchase, 132–3
for a shortage, 72
why, 63–6, 132–3
rebate offers, 61
recall, 10, 300, 302–3, 323
and familiarity, 196–7
and illustrations, 206, 208
and product shown on screen, 268
and repetition, 168, 252
received wisdom, 6, 324
recency reciprocation, 83–4
recycling, 70–1, 136
reference price, 45–7
reframing, 108–9
refutation, 163–4
reinforcement of beliefs, 7
repetition, 101, 167–71, 252, 313
replication of findings, 13
reports to management, 315–17
research
age of, 297
on behavior, 298–9
challenges to generalizing from, 296–9
future, 293
information in ads, 27, 241
market research, 34
process (used in the book), 2–4, 6–7, 300–3
project for foot-in-the-door study, 82
replication, 13, 298–9
subjects helping, 297
usage by ad agencies, 13, 289, 309
researchers, contacted, 4
resistance, overcoming, 102, 103–42
based on prior beliefs, 103–5
to rational thinking, 105–6
restaurants, 45
see also individual chains by name
restricted offers, 74
return on investment, 16, 238, 309, 324
from using celebrities, 153
for sponsorship, 98
reverse print, 260
rhetorical devices, 324
rhyme, use of, 197
rhythm (of language), 198
risk
and calls for action, 176
customer, 40–1, 58–9
with Internet purchases, 176
-prone products, 41
S
sales and advertising, 16
sales, bargain, 47
salespeople, dress of, 121
sample
convenience, 13, 296–7
random, 323
sizes, adequacy of, 9
satisfaction
and choice, 38
evaluation of, 134–5
imagined, 133–4
scarcity, 71–4
scenes, 267–70, 276–7
seat belts, 92, 95
search products see under product
“second solution” technique, 284
self-awareness, 91–2
self-expression, 88–9
self-prediction, 136
sex
sexual orientation, 7
used in advertising, 192–3, 235–6
sexist language, 192
shampoo, 36, 170, 262, 272
shapes, impact of, 227
shock tactics, 96–7
shops and stores, 59–60
see also distribution, individual stores by name
short
-circuit and long-circuit approaches, 21
exposure
slogans, 223
significance, statistical, 4–5
silence, 274–6
similar
individuals, donations to, 93–4
people in ads to target market, 69–71, 120–1, 236–7, 270–1
spokespersons, 120
simplicity, use of, 202–4
size
of ads, 204, 251–2
of the advertising business, 2
font, 244, 260
of illustrations, 249, 263–4
large product, price for, 42–3
of tables, 209
slogans, 128, 221–4, 324
smiling, 121–2
smoking
ads to discourage, 24, 95, 107, 123, 275, 281
tactics of smokers, 50
while praying, 110
see also tobacco
social loafing, 280
social proof, 66–9, 134
soft sell, 126, 175
sounds, 271–4
audio information, 241
auditory sign–offs, 227
effects, 273–4
unusual effects, 272, 274
of words, 194–5
see also music
speech, 274–6
see also sounds, voice
speed-reading, 182–3
spokespersons, 120–3, 268–9, 270–1
appearance of, 121–3
likeability of, 78
on screen, 268–9
speaking pace, 274–5
sponsorship, 98
sport
coaching, 8
players, motivation, 56
tickets for, 49
stakeholders, 2–3, 16, 19, 23–4
ideas for ads from, 280
respecting values of, 192
stamps, 72
stand-up meetings, 281
statistical
evidence, 146
significance, 4–5