Persuasive Advertising: Evidence-based Principles

by J. Scott Armstrong, Gerry Lukeman (With), Sandeep Patnaik (With)

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.

Genres: Psychology, Business

400 pages, Paperback

First published January 1, 2010

Reviews

[Mike Ou · Rating 5 out of 5]

20230414: Deleting is better than Adding.
Told a Bulk Offer first then distract what customers need is Evidencely better than Subsequently added Offer to the customers.


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This book talks about 195 methods in the advertising industry. A Wharton business school professor wrote the book, and he spoke of all of the methodologies that the marketing industry and advertising industry companies would use.

-Focus on the advantage of the product itself, rather than spend lots of time on advertising.
Bad quality of your product isn't excellent. Some corporations think advertising is essential, and even if their products aren't at a perfect level, they still spend a lot of budget on advertising. However, that does not affect your advertising. The more feasible way is when you are still growing your company find your niece group first, and the advertisement focuses on your niche customer. After your niche customers become your loyal customer, you use the profit you earn to grow your company and make your niche group wider. After the niche group is more expansive, you can earn more profit and make more enormous advertisements.

-Advertising can be separated into three groups:
1st: Rational:
2nd: Emotional
3rd: Magical

1. Rational approach: means that you can make your advantage on the best characteristics of your product or service. And your advertising focused on your product's Characteristics
2. Emotional approach: focus on making the customer love your product. Even the cups between different companies are pretty similar, Starbucks cups represent the feeling of business, and other brands of cups represent the feeling of relaxation. So even though the function is quite similar, you can use the advertising to make the customer like your product.
3. Magical: The magical means that the patient has some way and then follows the psychological pattern implanted in the human brain. For example, when you see lots of people lined up for a product, you would join the line due to curiosity.

[Dr. Chadi Saba · Rating 4 out of 5]

The book presents more than 100 principles and explains the conditions under which they should be used, which is great. However, I think many of the principles contradict each other and cannot be applied simultaneously. Additionally, the method used to rate the ads is not very robust: they test whether people remember seeing the ad one day later, and better recall is taken as an indicator of the ad’s value

[Edgar · Rating 5 out of 5]

Must read!!!