Persuasive Advertising - J. Scott Armstrong [98]
Hey, what was that principle you just read?
5.11.5. Ask customers to remember the brand name or key arguments
Ask customers to remember the brand name and arguments, especially when customers’ actions are likely to occur much later. The ad might also ask customers to put it on their calendar.
Evidence related to asking people to remember key information
Two radio ads about a fictitious new camera, the Optimax 35mm, were randomly assigned to 225 subjects. One version repeated the name of the product five times; the other ad repeated it four times and then asked, “Hey, what was the name of that new camera again?” Recall was better when the subjects were given the second version; this effect was stronger for those who were more familiar with the product category (Reardon and Moore 1996).
In a related study, 62 subjects were presented with two 80-second radio ads for a fictitious soft drink. Two days after the experimental exposure, the subjects were given a list of 13 brand names, which included seven of the brand names heard on the radio ad. Those given ads that asked them to remember the brand name were substantially more likely to remember it (Moore, Hausknecht, and Thomodaran 1986).
5.11.6. Consider omitting or delaying key information
Teaser campaigns were popular in England in the mid-1800s. In 1915, R. J. Reynolds used teaser ads in newspapers for its forthcoming cigarette: a picture of a camel with the copy, “The camels are coming.” The idea was to get people to think about what might be missing.
An ad that omits or delays some information can lead the viewer to expend energy to complete the message. If it were to say “frozen water is called …”, you would think “ice.” You will remember this statement more effectively than had you been presented with the sentence: “Frozen water is called ‘ice.’”
Note that if the ad is to be successful, the customer must be familiar with the product. For example, if a thirsty athlete holds a product such that the brand name is partially obscured, or if a line of verse is left out of a popular radio advertisement, the audience should be able to supply the brand name or omitted verse.
Evidence on the effects of omitting key information
This principle of omitting information is based on the Zeigarnik effect. It states that because people feel a need to complete a task that they started, incomplete tasks are remembered better than completed tasks. Originally published in 1928, the Zeigarnik effect has been supported by many studies.
A 30-minute TV program with embedded ads for cigarettes and soft drinks was shown to 60 subjects. Half viewed complete ads, while the other half viewed ads with the last five or six seconds deleted. Immediately following the program, recall about the product, brand, and content was better for the ad with the omission. In a second experiment, subjects heard six audiotapes of the sound portion of a TV program that contained test commercials for cigarettes, chewing gum, mouthwash, and a headache remedy. The tapes were played to 90 subjects, with each one being played to 15 subjects. Recall measures were taken immediately after, two days after, and two weeks after. Omitting information near the end of ads resulted in better recall, especially over the longer period (Heimbach and Jacoby 1972).
5.12. Free trials and samples
In 1141 in Berry, France, twelve town criers obtained a charter from King Louis VII for exclusive rights to tell people about various products. Five of them represented taverns. In addition to extolling the virtues of the tavern, each carried free samples of wine. Usage of free trials