Persuasive Advertising: Evidence-based Principles

Persuasive Advertising: Evidence-based Principles

Language: English

Pages: 388

ISBN: 1403913439

Format: PDF / Kindle (mobi) / ePub


Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.

The Earth: From Myths to Knowledge

The Best American Science and Nature Writing 2010

¿Soy un mono?

Time Travel: Recent Trips

First You Build a Cloud: And Other Reflections on Physics as a Way of Life

Magnetic Resonance Angiography: Techniques, Indications and Practical Applications

 

 

 

 

 

 

 

 

 

 

 

 

 

 

postage-paid form with an envelope produced a much higher customer response rate. The availability of credit card payment also led to a higher response rate (Woodside, Beretich, and Lauricella 1993). For the non-experimental data in WAPB, in comparison with the industry norms for each ad, the average persuasion score for the 44 ads with easy action steps was 19 percent higher than the comparable score for the 173 ads that did not provide any action steps. 6.17.4. Consider a bonus to a good

Here is one of the studies: Those in the control condition were given an offer of a cupcake and two cookies for $0.75. In the “That’s not all” (TNA) treatment, customers were each told that the cupcakes were $0.75. At this moment, a second experimenter tapped the first one on the shoulder, and the latter held up his hand and said “wait a second,” at which point the two experimenters had a brief exchange. The first experimenter then said that the price also included two cookies, and he produced a

(4), 681– 706. (P 280) Kardes, Frank R. (1988), “Spontaneous inference processes in advertising: The effects of conclusion omission and involvement on persuasion,” Journal of Consumer Research, 15 (September), 225–33. (P 128) Kardes, Frank R., B. M. Fennis, E. R. Hirt, Z. L. Tormala, and B. Bullington (2007), “The role of the need for cognitive closure in the effectiveness of the disrupt-then-reframe influence technique,” Journal of Consumer Research, 34 (October), 377–85. (P 109) Karrh, James

led jurors to give more consideration to that information. But this applied only when judges admonished juries to ignore information; it did not occur when judges stated simply that the information was inadmissible. In short, it occurred when juries thought that their freedom was being restricted (Wolf and Montgomery 1977). 2.3.1. State that an attractive product is scarce when it is true All rush after the unusual, which is more appetizing both for the taste and for the intelligence.

respond to a survey (Reingen 1978). One of the most influential papers on the FITD involved two experiments. In the first, as a prelude to asking whether a survey team of five or six men could come into the house to classify the household products that were being used, housewives were assigned to either a control group or one of three groups to receive one of the following phone calls: • simply introducing the research project, with no request • asking whether they would be willing to answer

Download sample

Download

About admin