Advertising Principles - Evidence-based principles

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Educational Materials

 

Lecture Slides for Persuasive Advertising

Scott Armstrong has provided the lecture slides he uses to teach the lessons in his book, Persuasive Advertising. Over the past few years, he has been developing the slides and uses them for lectures on specific topics as well as for the half-semester and full-semester advertising courses he teaches at The Wharton School. The lectures provide links to tools, relevant commercials, print ads, and other sources.

Self-learners are welcome to use them. The best procedure is to use the PPT slides in "Slide Show" mode and come up with your own answers before reading each section of Persuasive Advertising.

Instructors are welcome to use them and modify them – as they see fit. They can be downloaded in PPT or PPTX format. Suggestions to instructors are provided to in the “Normal” view on PPT. You can run the lectures off AdPrin.com, as the commercials are linked to the slides. (In some cases for PCs, if you get a question about “Enable Editing” from your computer, check “yes.”) If you adapt the slides, could you include a byline on the first page such as: “Adapted from J. Scott Armstrong for use in lectures related to Persuasive Advertising."

The following lectures are targeted to 80-minute lectures unless indicated in parentheses that they require 2 sessions. They allow for some discussion and applications during and at the end of the lectures. The material fits comfortably within a standard one-semester course that focuses on applications (see the Possible Course Outline in this site under “Educational Materials”).

Here is the primary advice: Do not feel compelled to discuss all of the slides in a given class session. It is better to tell participants up front that there is so much material that you are going to focus on what you believe to be the most useful. That way you can show the videos and can get their participation. They can go through the other slides at their leisure.

Introduction (Download:PPT, PPTX )
Creativity (Download:PPT, PPTX ) & Evaluation (Download:PPT, PPTX )
Conditions (Download: PPT, PPTX ) (Objectives, Product & Target Market )

Principles

1:1-3 Information - Benefits, News & Product (Download: PPT, PPTX )
1.4: Prices  (Download: PPT, PPTX )
1.5: Distribution (Download: PPT,PPTX )
2: Influence (2) (Download: PPT, PPTX )
3 & 4: Emotion & Mere Glossary Link Exposure (Download: PPT, PPTX )
5: Resistance (2) (Download: PPT, PPTX)
6: Acceptance (2) (Download: (PPTPPTX)
7: Message (2) (Download:PPT, PPTX )
8: Attention (Download:PPT, PPTX )
9: Still Media (Download: PPT, PPTX )
10: Motion and Sound (1/2 session) (Download: PPT, PPTX )

Lectures on Special Topics

An overview of Evidence-based Advertising (Download: PPT, PPTX 
Target Market Reseach (Download: PPT , PPTX )
Media Allocation ( Download: PPT , PPTX )
Testing Ads (Download: PPT, PPTX )
Gardenburgers (Download: PPT , PPTX )
House Ads
Select Agency (Download: PPT , PPTX ) 
Legal Aspects of Advertising (Download: PPTX)

Exercises

These exercises are designed to help people learn evidence-based principles and techniques on a range of topics: creativity, evaluation, problem solving media analysis, and persuasion principles. They are designed so that lecturers can add them to their lectures. Self-learners should use them in slideshow format; this allows time for thinking and writing ideas before the answers are revealed.

House Ad Project

This exercise is designed to run during the whole course. It allows one to gain experience with techniques and principles. It can also be modified as a project for your organization or for a client.

The project is described here.

Creativity Techniques
A checklist for an interview
How would you hire creative people?
Duration: 8 minutes
Go to more exercises on Creativity

Evaluation Methods
Determining effectiveness before beginning
How to pre-test ads
Duration: 7 minutes
Go to more exercises on Evaluation Methods

Evidence Used to Develop Principles
On the value of evidence-based learning
How to Choose a Doctor for Diagnosis
Duration: about 5 minutes
Go to more exercises on Evidence Used to Develop Principles

Conditions
Defining objectives
How to Set Objectives
Duration: 6 minutes
Go to more exercises on Conditions

Media Expenditures
Media expenditures
Duration: 30 minutes
Go to more exercises on Media Expenditures

Persuasion Principles

Information
Long-term versus short-term thinking
How Can Risk Be used in Advertising?
Duration: 4 minutes
Go to more exercises on Information

Prices
Long-term versus short-term thinking
A new pricing policy
Duration: 5 minutes
Go to more exercises on Prices

Distribution
How retail stores can be used in advertising
The Beach Beer problem
Duration: 7 minutes
Go to more exercises on Distribution

Influence
Providing reasons for requests
The Reason Why
Duration: 6 minutes
Go to more exercises on Influence

Emotion
Use of emotion to persuade
When to use emotion
Duration: 5 minutes
Go to more exercises on Emotion

Mere Exposure
Subliminal messages
Product placement
Duration: 6 minutes
Go to more exercises on Mere Exposure

Resistance
Changing beliefs with research findings
Dead Sea Scrolls Experiment
Duration: 5 minutes
Go to more exercises on Resistance

Acceptance
Persuasive proof
Examples versus statistics
Duration: 5 minutes
Go to more exercises on Acceptance

Message
How to avoid violating tastes and standards
Tastes and standards
Duration: 5 minutes
Go to more exercises on Message

Attention
How to frame offers
Contrasting ads
Duration: 6 minutes
Go to more exercises on Attention

Still Media Ads
Purpose of headlines
Effective headlines
Duration: 7 minutes
Go to more exercises on Still Media Ads

Motion Ads
When are motion ads more persuasive than still ads?
Use of motion ads
Duration: 5 minutes
Go to more exercises on Motion Ads


Exams for self-directed learning or course grading

The following types of tests can be used by self-directed learners, for course examinations, and for certification examination.

The Open-ended Exam requires much time and effort, so your efforts here should be spaced over time. Multiple-choice questions with 66 true-false and 23 multiple-choice questions are provided as quick aids for learners. The answers are provided here.

The Analysis of Alternative Ads tests your skills at evaluating which of two ads is most effective from the Which Ad Pulled Best series (provided thanks to Glossary Link Gallup and Robinson). These tests can be used by self-learners and by Instructors. Here also, answers are provided.

End-of-chapter questions are provided so that self-learners can test their retention of the key learning points with respect to principles and techniques in Persuasive Advertising. In this case the answers are easily available in the book

Self-learners, or those preparing for a test should take the tests early in the course as this will allow them to judge their progress over the course. Early testing helps learning by creating an interest in finding the answers.

Instructors can use the questions (or a subset of them) as part of the final exam. On the other hand, if everyone does well, that speaks well for the students. Click here to go to the Multiple-choice answers so that you can tailor the questions to your course. It shows which questions relate to which part of the book and you can delete questions as you like (and then construct the exam by deleting the answers). I recently gave this exam in my Wharton class to 18 students on the first day of my advertising course. Most of the students had completed relevant prior courses such as marketing, consumer behaviour, communications, and persuasion; some had read relevant pop-management books and a few students had relevant working experience. For the true-false questions, their average percent of correct answers was 54%. When used as a final exam in an earlier version of the course –the questions and answers had been provided on the Internet during the course – the average score for the nine students was 88%, with a range from 71% to 100%, so the test identified those who made little effort in the course.


Suggested Outline for an Advertising Course

Here is a 28-session outline for a one-semester course. Instructors can modify it as they see fit. Self-learners can also use it and proceed at their own pace. For an average learner, the course should take 126 hours. Self-learners can do the same course as students at the Wharton School–at no cost. Research has found that that distance learning is at least as effective as in-residence learning. The outline is here.


Learning by Objectives

Skill Rating Sheet (PDF and Excel version) - a chart to rate mastery of techniques and concepts relevant to advertising.

Techniques and Concepts for Advertising

Mastery Chart for Advertising (PDF and Excel version) - a chart to rate mastery of techniques and concepts relevant to advertising; as described in the item above.

Applications Chart (PDF)


Website Design

E-commerce Dictionary

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Aims:This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."

 


Principle of the day:

6.9.1 Consider negative advertising when there is only one major alternative to your brand, that brand has serious shortcomings, and industry demand is not a key factor

New to the site?
If so, we suggest starting with "Welcome" and "FAQ"

Today's Exercise
For more short exercises click here


Finalist for AMA’s 2011 Best Book in Marketing


A complete description of the principles has
been published in Persuasive Advertising

German Edition available

About AdPrin

The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators. Ideas for improving the site, please send to the Site Manager Rui Du (Jessie): ruidu@gse.upenn.edu

Objectives

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