By J. Scott Armstrong
Written by way of a number one authority, this ebook is a accomplished and definitive advisor to ads that includes an unlimited volume of analysis and specialist opinion. It attracts upon the facts to set up ideas that may be utilized to accomplish winning and powerful ads and evaluates all the correct attributes and elements of this.
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Additional resources for Persuasive Advertising: Evidence-based Principles
Sample text
I had suggested using about seven products per category. This is consistent with the study that I just described in which eight categories worked well. It is also consistent with Iyengar and Lepper’s (2000) experiment involving chocolates, where subjects who were offered six choices of chocolates were more satisfied than those offered 30 choices, and with their jam-tasting experiment, where customers were more satisfied with six choices than with 24. Two experiments directly addressed the issue of the optimum number of options.
Satisfaction with the buying process and the product peaked at ten options (Reutskaja and Hogarth 2009). The use of a decoy was examined using an ad for The Economist. The offer was: 1. Internet-only subscription for $59 2. print-only subscription for $125 3. print-and-Internet subscription for $125. Customers can see that choice #3 is clearly better than choice #2, thus distracting them from the hard choices between #1 and #2. They will take the easy choice, #3. Choice #2 is the decoy. When these ads were tested among 100 subjects, 84 chose the combination, while 16 chose Internet only, and none chose print.
In addition, employees at Research Systems Research Corporation independently rated 891 television commercials as to whether the products were utilitarian or hedonic; using the criterion that four of five coders must agree, 94 percent of the ads were coded consistently (Laskey, Day, and Crask 1989). Finally, high agreement was found among ten judges when coding Dutch consumer magazine ads for 643 utilitarian and 720 hedonic products (Pieters and Wedel 2004). Whether a product is hedonic or utilitarian can be important to how the product is advertised.
