when should an ad forewarn customers about an offer
TRANSCRIPT
When should an ad forewarn customers about an offer?
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions ([email protected]) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.
Adapted from AdPrin.com 2
Forewarning
“I am going to tell you about a deal that you can’t refuse!” Is this a good way to advertise?
For which kinds of products?Go to the next slide for the evidence-based findings.
It is persuasive for low-involvement products. For high–involvement goods, warnings generated resistance, especially if there was a delay.
Forewarn about persuasion attempts for low-involvement goods (Principle 5.7.1)
Meta-analysis by Wood & Quinn (2003) with 46 studies (See also Persuasive Advertising p 123-4)
See AdPrin.com to learn more.
Adapted from AdPrin.com
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.