Persuasive Advertising

401 Pages·2010·8.11 MB·English

by  Scott Armstrong

Persuasive Advertising
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
PERSUASIVE
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Evidence-based principles m - P
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J. Scott Armstrong An
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The Wharton School nia,
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University of Pennsylvania C
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with collaboration from n
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Gerry Lukeman ec
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Chairman Emeritus, Ipsos ASI gr
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and ww
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Sandeep Patnaik al fr
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Research Director, Gallup & Robinson mat
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
99778811440033991133443322__0011__pprreelliimmss--RRSS..iinndddd iiiiii 1144//0044//22001100 1177::3300::5511
© J. Scott Armstrong 2010
All rights reserved. No reproduction, copy or transmission of this
publication may be made without written permission.
No portion of this publication may be reproduced, copied or transmitted
save with written permission or in accordance with the provisions of the
Copyright, Designs and Patents Act 1988, or under the terms of any licence
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permitting limited copying issued by the Copyright Licensing Agency, 4-1
Saffron House, 6-10 Kirby Street, London EC1N 8TS. 1-0
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Any person who does any unauthorized act in relation to this publication ct -
may be liable to criminal prosecution and civil claims for damages. e
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The author has asserted his right to be identified as the author of this work e
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in accordance with the Copyright, Designs and Patents Act 1988. gra
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First published 2010 by m -
PALGRAVE MACMILLAN e
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Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, Biol
registered in England, company number 785998, of Houndmills, Basingstoke, s -
Hampshire RG21 6XS. ele
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Palgrave Macmillan in the US is a division of St Martin’s Press LLC, s
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175 Fifth Avenue, New York, NY 10010. a, L
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Palgrave® and Macmillan® are registered trademarks in the United States, sity
the United Kingdom, Europe and other countries er
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ISBN 978-1-4039-1343-2 o
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This book is printed on paper suitable for recycling and made from fully ns
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country of origin. co
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A catalogue record for this book is available from the British Library. nn
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A catalog record for this book is available from the Library of Congress. av
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Printed and bound in Great Britain by al fr
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
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To my wife, Kay Anderson Armstrong.
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My shipmate, partner, and pal for nearly half a century so far. 4-
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My work on this book was a test of her patience. 01
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For example, Persuasive Advertising traveled with us ect -
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on all of our vacations over many years. Co
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Her career in social science research and her commonsense approach gr
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enabled her to make numerous improvements to this book. m -
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
Contents
List of exhibits ix
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Preface x 4-
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Acknowledgements xi 11-
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Introduction 1 ne
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Types of evidence 6 e
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Conditions 14 Pal
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The principles 25 e
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Strategy 26 ol
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1. Information 27 s -
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2. Influence 63 el
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3. Emotion 85 A
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4. Mere exposure 98 Lo
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General tactics 102 ni
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5. Resistance 103 alif
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6. Acceptance 143 of
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7. Message 180 sit
8. Attention 217 ver
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Media-specific tactics 240 o U
9. Still media 243 ed t
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10. Motion media 267 en
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Creativity 278 m - li
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Evaluating advertisements 287 e
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Conclusions 293 e
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Appendices 295 al
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A Challenges to generalizing from experimental evidence 296 w
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B Data on print ads from Which Ad Pulled Best (WAPB) 300 m
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C Non-experimental data on TV commercials 302 al fr
D Prospect theory and persuasion 304 eri
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E Media allocation methods 305 ht
F. How to select an advertising agency 308 yrig
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G Management presentations: An evidence-based checklist 311 o
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H Written management reports: An evidence-based checklist 315
I Advertingprinciples.com (AdPrin.com) 318
10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
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viii CONTENTS
Glossary 319
References 325
Name index 361
Subject index 377
Persuasion Principles Map 388
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
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Exhibits
A Types of evidence 12
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B Key areas of conditions 24 4-
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C Categories of persuasion principles 25 11-
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Principles checklists: ct -
1 Information 62 ne
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2 Influence 84 Co
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3 Emotion 97 a
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4 Mere exposure 101 Pal
5 Overcoming resistance 142 m -
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6 Acceptance 179 C
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7 Message 216 Bi
8 Attention 239 es -
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9 Still media 266 ng
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10 Motion media 277 os
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D Developing and nurturing creativity: a checklist 286 a,
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E Persuasion principles map 292 or
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10.1057/9780230285804 - Persuasive Advertising, J. Scott Armstrong
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