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Influence Adapted from J. Scott Armstrong Updated July 2014 Influence R41

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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

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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

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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

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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

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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

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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

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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

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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

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Reason-why ad used by Bernbach suggested that business travellers should fly first class for the good of their company Adprin.com

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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

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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 Adprin.com

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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

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