Advertising Principles - Evidence-based principles

Persuasion Principles Map

 

 

From Persuasive Advertising, J. Scott Armstrong, Palgrave Macmillan 2010

Strategy



1. Information

1.1. Benefits

1.2. News

1.3. Product or service

1.4. Price

1.5. Distribution

2. Influence

2.1. Reasons

2.2. Social proof

2.3. Scarcity

2.4. Attribution

2.5. Liking

2.6. Authority

2.7. Commitment

2.8. Reciprocation

3. Emotion

3.1. Emotional focus

3.2 Trust

3.3. Self-expression

3.4. Guilt

3.5. Fear

3.6. Provocation

4. Mere Glossary Link Exposure

4.1. Brand name

4.2. Product

placements

General tactics



Media-specific tactics



5. Resistance

5.1. Distraction

5.2. Perspectives

5.3. Stories

5.4. Barriers

5.5. Brand emphasis

5.6. Spokespersons

5.7. Forewarning

5.8. Two-sided arguments

5.9. Indirect vs direct conclusions

5.10. Innuendos

5.11. Customer involvement

5.12. Trials and free samples

5.13. Causes

7. Message

7.1. Arguments

7.2. Clarity

7.3. Forceful text

7.4. Interesting text

7.5. Tone

7.6. Word selection

7.7. Wordplay

7.8. Metaphors

7.9. Simplicity

7.10. Informative illustrations

7.11. Informative color

7.12. Ad consistency

7.13. Corrective advertising

6. Acceptance

6.1. Problem/solution

6.2. Demonstration

6.3. Evidence

6.4. Data presentation

6.5. Customer endorsement

6.6. Celebrity endorsement

6.7. Expert endorsement

6.8. Glossary Link Comparative advertising

6.9. Negative advertising

6.10. Refutation

6.11. Puffery

6.12. Questions

6.13. Repetition

6.14. Subliminal messages

6.15. Memory devices

6.16. Word-of-mouth

6.17. Call for action

8. Attention

8.1. Target market alert

8.2. Glossary Link Campaign consistency

8.3. Campaign contrast

8.4. Slogans

8.5. Brand identifiers

8.6. Attractive visuals

8.7. Color for attention

8.8. Humor

8.9. Sex

8.10. Models

8.11. Technical quality

9. Still Media

9.1. Headline

9.2. Pictures

9.3. Text

9.4. Structure of body text

9.5. Typeface

9.6. Glossary Link Layout

10. Motion Media

10.1. Scenes

10.2. Voices

10.3. Music and sound

10.4. Pace








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