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Effective headlines,[object Object],Adapted from AdPrin.com,[object Object]
“In today’s environment, even man could become an endangered species.”,[object Object],Consider the above headline. What was the ad for? See the next slide for the answer.,[object Object]
A laxative.,[object Object],Use descriptive headlines for high-involvement products. (Principle 9.1.1),[object Object],Which had higher recall?___ a) “Introducing the only fan clutch with a three-year, 300,000 mile warranty”___ b) “Look for the label that delivers durability.”See the next slide.,[object Object]
“a” was three times higher (Persuasive Advertising p 244),[object Object],Use descriptive headlines for high-involvement products. (Principle 9.1.1),[object Object],Evidence on descriptive headlines:,[object Object],Especially effective for high-involvement products,[object Object], 	Still ads with descriptive headlines had 1.52 times as much recall. (Quasi-experimental data on 24 pairs of high-involvement print ads from WAPB) (Persuasive Advertising p 244),[object Object],4,[object Object]
Include the brand name in the headline (9.1.2)Especially for low-involvement well-liked brands.,[object Object],Quasi-experimental evidence:,[object Object],	Recall was 1.49 times higher in 24 pairs of low-involvement print ads from WAPB (Persuasive Advertising p 245),[object Object],Typical practice: ,[object Object],Half put a brand name in the headline. (Based on 480 WAPB print ads.),[object Object],5,[object Object]
6,[object Object]
Effective Headlines,[object Object],Which of the following two headlines is more effective?,[object Object],___ A. Are you afraid of making mistakes in English?,[object Object],___ B.  Do you make these mistakes in English?,[object Object],See the next slide for the answer.,[object Object],Adapted from AdPrin.com,[object Object],7,[object Object]
B. Lead the reader into the body copy (9.1.3),[object Object],Also, do nothing to stop the reader.,[object Object],Our WAPB analysis of 19 pairs of print ads showed a 1.19 times higher recall by omitting periods in the headlines (Persuasive Advertising p 246).,[object Object]
Are short headlines more effective?,[object Object],Little prior research and ambiguous results,[object Object],Our initial efforts showed nothing, but there was a missing condition. ,[object Object],Keep the headline short for low-involvement products only(9.1.4),[object Object],Quasi-experimental findings: Recall from WAPB analysis(Persuasive Advertising p 246),[object Object],InvolvementShorterLonger,[object Object],High (118)		  	  17.9   19.9,[object Object],Low (31)		  	  21.9   20.5,[object Object],9,[object Object]
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. ,[object Object],For example, take the periods out of your headlines if you have something worthwhile to say.,[object Object],Adapted from AdPrin.com,[object Object]

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