Influence Adapted from J. Scott Armstrong Updated July 2014
Influence R41
Slide 2
Learning Diary The lectures follow an experiential learning
experience. To make this work properly: 1.Obtain a learning diary
(paper). A 10 x 13 bound diary is suggested. 2.Keep it up to date.
3.Take the learning diary with you to all class sessions. 4.For
self-learners, use the diary to track your learning progress for
all of your learning activities. 2 Adprin.com
Slide 3
Objectives of this session To understand and apply these
principles and techniques (not to convince you). Ask for
clarification as needed. Set a goal for yourself on how many
principles and techniques you plan to use by the end of this
session. Even a goal of one will help you. Put this in your
learning diary now. Note: We will discuss only some of the slides.
When you go through the lecture on your own, view it in Slide Show
and follow the experiential procedures. Adprin.com
Slide 4
Procedure Focus on understanding. Record questions in your
learning diary that will help you to apply the techniques or
principles, then, after you decide which ones you want to apply,
try to answer these from the readings. If not clear, ask others for
help. 4 Adprin.com
Slide 5
Waste Management TV Campaign Waste Management, an actual
international waste hauler company, has asked you for a brief
proposal for a national TV campaign. Apply the influence principles
(and any of the information principles) to develop a pitch for this
campaign. 1.Propose ideas for ads in this campaign 2.Do not look up
information about Waste Management. Adprin.com
Slide 6
Waste Management conditions Objectives Profits Fair treatment
of stakeholder groups Product -High-involvement: Collect and
dispose of household & commercial waste. -Comparative
advantage: Most experienced, high technical competence, proven
effectiveness Target markets City government officials People in
the city: Prior knowledge -- Image problem (environmentalists;
Mafia?) Employees Investors 6 Adprin.com
Slide 7
In 1904 Albert Lasker, head of the Lord and Thomas Agency,
received a message passed from John E. Kennedy, a copywriter: I am
in the saloon downstairs and I can tell you what real advertising
is. I know that you dont know If you wish to know what advertising
is, send the word Yes down by messenger. Lasker said, Yes. Kennedy
said that advertising centered on using reason why copy. Example:
The Bose Wave radio has a patented acoustic waveguide speaker
technology. Of 474 full-page print ads by leading US firms, 72%
provided a reason ( Which Ad Pulled Best ). 7 Provide a reason
(2.1.1) Adprin.com
Slide 8
2.1.1 - Provide a reason Perdue Complies In general, reasons
provided should be relevant and logical. - Discussed in Persuasive
Advertising, p. 64Persuasive Advertising Adprin.com
Slide 9
Would you like a good bargain? Subjects were given a choice
between a TV at $229 & a comparable bargain TV at $129. When no
reason was given, 24% said they would choose the cheaper set-
Simonson, Carmon and OCurry 1994). Simonson, Carmon and OCurry 1994
What percentage said they would purchase the cheaper set given the
same choice along with the reason, You immediately notice that
there is a long scratch on the side of the (decorative) panel.
Write your answer in your learning diary and explain _________ Note
that the reason reduces uncertainty. 9 53% Adprin.com
Slide 10
Reason-why ad used by Bernbach suggested that business
travellers should fly first class for the good of their company
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Slide 11
May I Use the Xerox Machine? Predict the percentage of people
who would let someone in line ahead of them for each of the
following reasons in versions 2 and 3. Write the answers in your
diary: 60% (1) Excuse me, I have five pages. May I use the Xerox
machine? ______ (2) Excuse me, I have five pages. May I use the
Xerox machine because I am in a rush? ______ (3) Excuse me, I have
five pages. May I use the Xerox machine because I have to make
copies? Then click here for the answers. 94% 93% Adprin.com
Slide 12
Using Which Ad Pulled Best, we found 37 pairs of print ads
where one ad offered a relevant reason to buy the product while the
other ad did not. On average, recall for ads with reasons was 1.3
times higher. 12 Print ads with a reason why had higher recall
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Slide 13
May I use the Xerox machine - Part 2 Predict the percentage of
people who would let someone in line ahead of them for treatments
#2 and #3 and write your reasons in your diary: 24% (1) Excuse me,
I have 20 pages. May I use the Xerox machine? ______ (2) Excuse me,
I have 20 pages. May I use the Xerox machine because I am in a
rush? ______ (3) Excuse me, I have 20 pages. May I use the Xerox
machine because I have to make copies? 42% 24% Adprin.com