Persuasive Advertising - J. Scott Armstrong [265]
techniques, use of, 8
status, 236–7
status quo bias, 39, 303
stealing thunder, 126
stories, use of, 78, 95, 112–13, 203, 217
strategies, 26
competitive, 17
vs objectives, 16
subheadings, 252–3
subliminal messages, 171
substantiation of claims, 147
suggestion, 66
suicides, 67
sunk cost, 114
supers, 269–70, 324
surveys, customer, 134–5
systems approach, 2–3
T
tables
of data, 149–50, 316
furniture example, 209–10
tactics, general, 102
taglines see slogans target market, 23–4
alerting, 218
benefits relevant to, 23
individuals similar to, 69–71, 120–1, 236–7, 270–1
for management reports, 315
research into, 308
targets who are not end-users, 23
task-assignment experiment, 91
tastefulness, 191–2
teaser ads, 137
technical quality of ads, 238
telephone ads, 34, 46, 56, 75, 173–4
television
ads for/examples involving televisions, 46, 65
commercials, analysis of, 9, 27, 31, 86, 117, 118, 137–8, 242, 268
commercials, non-experimental data on, 302–3
demonstrations on, 145
licensing, 94
terrorism, 95
testimonials, 7, 151
see also endorsements
text, 243–62
indents, 255
number of words in ad, 75, 203–4, 251–2, 274
on pictures, 247–8
on screen, 269–70
structure of, 252–57
see also headlines, language
“that’s not all,” 178
theatre tickets, 114, 156
theft, 67, 68, 144
time compression, 274–5
timing
of brand identification, 117–18
compression, 274–5, 324
of good and bad news, 126
length of ad and humor, 232
pace of ad, 274–7
of product shown on screen, 268
of response to special offers, 177–8
to scan print ads, 246, 262
of scenes, 267–8, 276–7
for showing identifiers, 226–7
of looking at text vs illustrations, 227
tobacco advertisements, 85, 87, 123
see also smoking
tone, 190–4
toothpaste ads, 30, 155–6
touching products, 138–9
trademarks, 226
travel brochures, 203
trust, 86–8
in spokespersons, 122–3
see also believability
truthfulness, 87
ratings of, 169
see also believability
two-sided arguments, 124–8, 155, 160, 298, 311, 316
typefaces, 257–62, 312, 317, 321, 324
U
unique selling proposition (USP), 30–1, 222, 324
universities, examples involving, 21, 45, 65–6, 70, 81, 96, 107, 136, 166–7, 171, 202
V
values
cultural, 182
violation of, 191–3
variations, 169–71
viewing angle, 208
violence on television, 105, 235–6
virtual groups, 284–5
vision statements, 15
visualization, 134
voice
choice of, 270–1
tone of, 174–5, 191
voice-overs, 92, 269, 324
W
waiting times, 61–2
warnings, 171
watches, ads for, 7–8, 56–7, 60, 96–7, 187, 197
water conservation, 90
websites
design of, 36, 225, 244, 253–6, 262–5
information on, 240
user survey, 118
see also Internet
white space, 255, 324
wine, 36, 73, 152, 272–4
word of mouse, 172
word of mouth, 172–3
words see also language, text
Wright’s rule, 306
Z
Zeigarnik effect, 137, 250
Persuasion principles map
Strategy
1. Information
1.1. Benefits
1.2. News
1.3. Product
1.4. Price
1.5. Distribution
2. Influence
2.1. Reasons
2.2. Social proof
2.3. Scarcity
2.4. Attribution
2.5. Liking
2.6. Authority
2.7. Commitment
2.8. Reciprocation
3. Emotion
3.1. Emotional focus
3.2. Trust
3.3. Self-expression
3.4. Guilt
3.5. Fear
3.6. Provocation
4. Mere exposure
4.1. Brand name
4.2. Product placements
General tactics
5. Resistance
5.1. Distraction
5.2. Perspectives
5.3. Stories
5.4. Barriers
5.5. Brand or company emphasis
5.6. Spokespersons
5.7. Forewarning
5.8. Two-sided arguments
5.9. Indirect versus direct conclusions
5.10. Innuendos
5.11. Customer involvement
5.12. Free trials and samples
5.13. Causes
6. Acceptance
6.1. Problem/solution
6.2. Demonstration
6.3. Evidence
6.4. Data presentation
6.5. Customer endorsements
6.6. Celebrity endorsements
6.7. Expert endorsements
6.8. Comparative advertising
6.9. Negative advertising
6.10. Refutation
6.11. Puffery
6.12. Questions
6.13. Repetition
6.14. Subliminal messages
6.15. Memory devices
6.16. Word of mouth
6.17. Call for action
7. Message
7.1. Arguments
7.2. Clarity
7.3. Forceful text
7.4.