PRICE-DROP TV

 

This is a clip form a shopping channel which people tune in to in order to ‘grab a bargain’. In this clip, the presenter is trying to sell a cross-trainer to the viewers. A lot of persuasive techniques are used.

Firstly, they follow the interactive experiment template proposed by Goldenberg et al (1999) which is claimed to be one of the fundamental templates for quality ads. The presenter does this by actively showing the viewer’s how the cross-trainer works by way of a demonstration. This can encourage people to buy the product as it gives them better, more informed knowledge of what they are purchasing as they can effectively ‘see for themselves’ how it works and what it does. 

Secondly, there is only a limited time in which viewers can purchase the product and there are also a limited number of products available to buy, ‘once they have gone they have gone’. Giving the impression that time is running out to get the product at this discounted price makes viewers more inclined to impulse buy as they feel under pressure and may get an adrenaline rush as they can see how many items are selling, how many are left, and how quickly they are being sold. The viewers don’t want to miss their chance to get their hands on the bargain. 

To further this, as the presenter demonstrates the amount of good things that the cross-trainer does, at the same time, the price of the product lowers also creating frenzy with the viewers and creating the impression that they are getting an even better bargain. This persuasive trick creates temptation and encourages the viewers to purchase as they have to make snap, rash decisions as to whether they want the product or not whilst also seeing how good and cheap it is at the same time. 

Finally, by selling the product via a television channel that has nothing to do with the brand of the product itself (i.e. not the company whose product it is) and by the outside company demonstrating how good the product is by using the interactive experiment template as discussed above, makes the consumer have more trust in what the presenter is saying as it creates the impression that they have no financial gains from trying to sell the product to the audience. Pfeffer et al (2006) asked participants to imagine themselves as a senior editor for a book publisher and having to deal with an experienced and very successful author. They had to read excerpts for the negotiation of the publishing of the author’s book. One group read excerpts listing the authors accomplishments from the authors agent whereas the second group read the exact same excerpts but from the author himself. The participants rated the author more highly on every scale (such as likability) when the authors agent ‘sang his praises’ rather than when the author himself ‘bigged himself up’. This demonstrates how a product may be seen as more favourable and attractive when promoted by someone who is not actively involved in the company whose product it is. Essentially when a company is ‘bigging itself up’ via adverts etc., this is not as successful as when an outsider demonstrates how good the product is.

REFERENCES

 

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

Pfeffer, J, C.T. Fong, R. B. Cialdini & Portnoy, R.R. (2006). Overcoming the self-promotion dilemma: interpersonal attraction and extra help as a consequence of who sing’s ones praises. Personality and social psychology bulletin, 32, 1362-74.  

Alteco Super glue – Super enough to hold a bridge together!

This clever outdoor advertisment demonstrates ‘The Extreme Situation Template’, as the situation portrayed is of an unrealistic nature, thus enhancing the key attributes of the product (Goldenberg, Mazursky & Solomon, 1999). A 28-meter long Alteco Super glue model was built and stuck on a connector of a cable bridge in China. This was done to show that this super glue performs beyond the limits of any other super glue, and exaggerates that it is so powerful that it can hold a bridge together. Although it is unrealistic, it successfully emphasizes the key feature of the product.

This campaign was a huge success, and the huge outdoor model had drawn attention to different media. Once the product was launched it exceeded the expected sales target by 120%. The brand awareness and recall of “Alteco Super glue” also rose to 96%. Donthu, Cherian and Bhargava (1993) conducted a study testing the influence and effectiveness of outdoor advertising. Research found that viewers, who pay attention to outdoor advertisements, have a positive attitude towards advertising and are more likely to have higher recall rate towards the advert.

References


Donthu, N., Cherian, J., & Bhargava, M. (1993). Factors influencing recall of outdoor advertising.. Journal of Advertising Research, 33(3), 64-72.

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

Ultra-fine pen

This advert for Papermate ultra-fine pens aims to demonstrate how finely the pen can write as the most salient attribute. In this situation, it is suggested that the nib is so fine that the user can cheat on exams by writing notes on a space as tiny as a nail. This is an example of the extreme attribute version of the extreme situation template (Goldenberg, Mazursky, & Solomon, 1999), as it shows an example of an extreme use of the product. Using a pen to write on a nail is an unrealistic situation, but this advert is suggesting that it is possible with this particular pen.

This template works by making the product’s main attribute salient, demonstrating an unrealistic scenario under which the product performs well. This extreme attribute evokes a sense of awe at the product, hence making it likely to be a more successful product (Berger, & Milkman, 2010). A study by Berger and Milkman (2010) compared several viral adverts invoking different types of positive (e.g. awe) and negative (e.g. sadness/anxiety) emotions. Results showed that adverts evoking strong positive emotions such as awe are more likely to become viral, hence providing a reason why the extreme attribute version of the extreme situation template appears to work so well.  

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

Berger, J., & Milkman, K.L. (2010). Social transmission, emotion, and the virality of online content. Social Science Research Network Working Paper Series, 1-53.

This is an ad created by ASPCA.ORG promoting pet adoptions.  This is a fine example of the interactive experiment template, specifically the activation version ( Goldenberg, Mazursky, & Solomon, 1999). 

The receiver of the message is required to perform an action, i.e. peel off a strip of paper in order to receive the conveyed message, in this case opportunity for adopting a dog. As such it can be said that the ad fulfils the criteria for activation version template : it has an experiment requiring physical action and the experiment can be executed on the spot ( Goldenberg et al., 1999). 

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

multiple uses of kittens??

This ad for 3M lint rollers is a pretty cute example of Goldenberg, Mazouski and Solomon (1999) absurd alternative version of the extreme situation template. It illustrates a kitten used as a lint roller ( as you do) to demonstrate the quality of their product. Kittens are known for cleaning their fur by licking themselves and as such the message is essentially saying " the only other thing that cleans your clothes as well as 3M lint rollers is a kitten".
The ad shows the typical features of the absurd alternative version template : an unexpected shift in the consumer's mind frame towards an imaginary or different product category ( products to clean clothes) and absurdity and extreme unrealism of the alternative option ( using a kitten as a lint roller) ( Goldenberg et al., 1999).

MEOWWWWWWWWW!


Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

BIRM Medicine

This advert is promoting a medicine, BIRM, which prevent diseases by balancing your immunological system. The three posters above depict the replacement version of pictorial analogy template described by Goldenberg, Mazursky, & Solomon (1999). Your vulnerable body is replaced by fragile wine glass, light bulb, and vase while diseases are replaced by tough hammer, brick and baseball racquet. The message that this advert is trying to convey is that no disease can get you after you take BIRM.

Another template that is obvious in this advert is the extreme attribute version of extreme situation. The most important message that this advert tries to convey is ‘BIRM can enhance your immunological system so that you will never get sick after taking it’. Even those disease as ‘strong’ as hammer, brick, or racquet will destroy themselves when they try to attack your ‘strengthened glass wine, light bulb, and vase’. 

We all know BIRM cannot protect us from all diseases and the posters are obviously unrealistic, but the posters successfully emphasize the quality of BIRM and show this quality in a totally refreshing manner.

Reference:

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

Funny advert by Tipp-Ex

This is an advert by Tipp-Ex promoting its correction pen in 2012.  In the advert, there was a meteorite coming during a birthday party of Mr Bear. Then the man used the correction pen to erase the year and we can type in any year we want and there will be different consequences depending on which year we put in. (eg. World war in 1940, alien in 2013, Egypt in -1000, etc.)

Obviously it uses the activation version of ‘Interactive Experiment Template’ in the fundamental templates of quality ads (Goldberg, Mazusky, & Solomon, 1999). In this template, consumers are required to engage in an interactive experience with the medium the advert provided in order to receive the message. In this case, Tipp-Ex wants us to type in any year to see what will happen next. Out of curiosity, most of us would keep trying different years and they are very successful to catch our attention.

Through our engagement, the message comes out that we can use their products to change the whole situation and the consequences can be very different, even time travel. To some extent, it uses extreme consequences version in 'Consequences Template' as well (Goldberg, Mazusky, & Solomon, 1999).

This is a very creative and funny advert.

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

Coca-Cola Light and WMF

The print adverts above depict the ‘extreme situation template’, which characterize situations or properties that are unnatural, in order to highlight the main attributes of the product or service advertised (Goldenberg, Mazursky & Solomon, 1999).

The category version ‘extreme attribute’ is displayed in both the ads above. This is because, in the first ad, the prominent feature that the ad wants to convey is the property of Coca-Cola being light. To get this message across, they show the drink to be going against gravity, because it is so light. This is unrealistic, but emphasizes the property of the product.

In the second ad, the message about the ‘extra sharp’ WMF knife is conveyed by depicting a half chopped carrot along with a chopped board. This puts across the extreme situation message about the knife being so sharp that it chops not only the vegetable but also the board – which obviously is unreal, but highlights the quality of the product.

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

Aldi. Like brands. Only cheaper

 

This advert is an example of Aldi’s ‘Like brands. Only cheaper.’ advertising campaign. In which a branded product is compared with an Aldi version of the same product and the two are presented to be equal on everything but price. This suggests to the viewer that as the only differentiating feature is price they should purchase the cheaper option.

This is an example of the ‘competition template’ described by Goldenberg, Mazurksy and Solomon (1999). It is suggested that this template works by comparing the product being advertised with another product which the audience would expect to be superior. In the case of these adverts Aldi used the fact that most people would assume that branded products are of higher quality than own brand products. They then disprove this belief by showing that people do not like branded products any more than they do Aldi own brand ones (use of the ‘just plain folks’ altercast) and showing how their product is actually superior through being lower in price.

It could be argued that these adverts also use the ‘interactive experiment template’ (Goldenberg et al, 1999) as it suggests that the people in the advert have tried both brands in order to form their opinions of the products, and that this is an experiment the viewer could also try at home. The aim of this technique is to get the viewer to realise the benefits of the product by experiencing them.

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

UHU Super Glue

This is an advertisement for UHU Super Glue. It uses the ‘extreme consequences version’ template which was suggested as one of the creative templates to facilitate focused creativity in the article by Goldenberg and his colleagues (Goldberg, Mazursky, & Solomon, 1999). The purpose of this version is to present an extreme consequence of an emphasized product attribute, indicating the implications of either executing or failing to execute the recommendation advocated in the advert.

In this advert, it obviously over exaggerated the power of their product here. It is telling you to demo their product by flipping the advert upside-down. The advertisers are trying to indicate that the super glue works so well that they could even hold those weights up. This is clearly an extreme consequence that will probably not work if you really decide to try and hold up weights with UHU Super Glue. However, the main purpose of this advert is to entertain and viewers and make them smile (while at the same time, emphasizing their products strength). It is funny, yet serious in its own way.

It can also be argued that the advertisers also used the ‘interactive experiment template’ – ‘imaginary experiment version’ in this advert. The interactive experiment template induces realization of the benefits of the product by requiring the viewer to engage in an interactive experience with the medium in which the advert appears. In this case, viewers are actually required to mentally rotate the advert upside-down in order to understand the message of this advert.

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

The Sopranos: HBO 2011

This is a 2011 advert for HBO’s show The Sopranos.

Known to be focussed around the life of violence and crime led by mobster Tony Soprano, the ad effectively uses a familiar concept from the show in an unexpected setting. By introducing a human arm hanging out of the boot of a yellow taxi cab, it draws the one’s attention as a result of its use of the shock-factor. The image uses the ‘vivid appeals’ tactic, as it is an image which is “(a) emotionally interesting, (b) concrete and image-provoking, and (c) immediate.” (Pg.46, Pratkanis.)

The ad’s sinister innuendoes add to its appeal; members of the public would not expect to see such a graphic sight in the middle of the street and hence the advert’s unique nature invites a second glance.  Such an alarming sight- a supposed dead body clumsily stored in the back of a cab- would subconsciously elicit the evolutionarily-hardwired ‘fight-or-flight’ response resulting in an increased state of arousal.

Sherer and Rogers predicted that vivid information would be more persuasive than pallid information, and found that the impact of information of high emotional interest was enhanced with the passage of time, and would thus be remembered more in the long run.

They conducted a test with 80 students- all of whom drank alcohol on a regular basis. Participants were told that the purpose of the study was to refine materials on alcohol use before being published in pamphlet form. When all subjects had completed their communications and questionnaires, they were instructed to return in 48 h for a second part of the study.

In the high emotions participant condition, participants were told that (a) drinkers surveyed were individuals very much like them and (b) that these problem drinkers were very upset by the consequences of their alcohol use. In the low emotional interest condition, subjects were told (a) that the problem drinkers were very different from them and (b) that they were not at all upset by the consequences of their alcohol use. It should be noted that, except for the manipulations, the informational content was held constant across all conditions (e.g., same factual information about alcohol, same problems described).

 They found that the high-emotional interest manipulation displayed higher ratings than lower- emotional interest manipulation, thus reaffirming that vivid information is more persuasive.

 

-          Rogers, Mark Sherer and Ronald W. "The Role of Vivid Information in Fear Appeals and Attitude Change." Journal of Research in Personality (1984): 321-334.

Tide's 'magical mattraction' interactive ad.

This is a video demonstration of Tide's 'mattraction' ad in which viewers interact with the product directly. Readers of the magazines can literally pull a small sample pack of Tide from the ad in magazines, and when they do, the stain lifts off the clothing of the model! When readers are finished having fun with this 'magic' trick, they can try the free sample pack of Tide.

This ad is genius and brilliant, it exemplifies the activation version of the interactive experiment template in the fundamental templates of quality ads (Goldberg, Mazusky, & Solomon, 1999). With this template, consumers are required to carry out a task to receive the message conveyed by the ad, in this case, Tide wants to convey that their product can solve the problem that everyone faces daily, i.e., coffee, tea, ink stints.

By thinking outside of the box, i.e., making use of magnets to create a 'magical' effect, Tide really has done a superb job at catching consumers' eyes!

Goldenberg, J., Mazursky, D. & Solomon, S., 1999. The fundamental templates of quality ads. Marketing Science, 18(3), pp.333–351.