Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Chapter 9: Argument in Advertising
Argument involves the central route of persuasion. It persuades a viewer of a message by appealing to reason and relying on evidence. Argument proceeds on the assumption that there is objective evidence. Viewers, especially if they have opinions or preferences contrary to the message, are likely to respond with counterarguments.1 The effort required of viewers to think through the message and the message's stimulation of counterarguments are the major problems with the use of logic.
Persuasion via this implies that receivers of a message typically carry out the following activities:2
- Attend to the message and the evidence in the ad.
- Recall relevant information from their memory.
- Generate counterarguments, if any, based on that information.
- Evaluate the merits of the proposed arguments against their ...