Lecture Slides for Persuasive Advertising
Scott Armstrong has provided the lecture slides he uses to teach the lessons in his book, Persuasive Advertising. He has been developing the slides over the past few years and uses them for lectures on specific topics as well as for the half-semester and full-semester advertising courses he teaches at The Wharton School. The lectures provide links to tools, relevant commercials, print ads, and other sources.
Self-learners are welcome to use them. The best procedure is to use the PPT slides in "Slide Show" mode and come up with your own answers before you read each section of Persuasive Advertising.
Instructors are welcome to use them – and modify them – as they see fit. They can be downloaded in PPT or PPTX format. Suggestions to instructors are provided to in the “Normal” view on PPT. You can run the lectures off AdPrin.com, as the commercials are linked to the slides. (In some cases for PCs, if you get a question about “Enable Editing” from your computer, check “yes.”) If you adapt the slides, could you include a byline on the first page such as: “Adapted from J. Scott Armstrong for use in lectures related to Persuasive Advertising."
The following lectures are targeted to 80-minute lectures unless indicated in parentheses that they require 2 sessions. They allow for some discussion and applications during and at the end of the lectures. The material fits comfortably within a standard one-semester course that focuses on applications (see the Possible Course Outline in this site under “Educational Materials”).
Here is the primary advice: Do not feel compelled to discuss all of the slides in a given class session. It is better to tell participants up front that there is so much material that you are going to focus on what you believe to be the most useful. That way you can show the videos and can get their participation. They can go through the other slides at their leisure.
Introduction (Download:PPT, PPTX)
Creativity (Download:PPT, PPTX) & Evaluation (Download:PPT, PPTX)
Conditions (Download: PPT, PPTX) (Objectives, Product & Target Market)
Principles
1:1-3 Information - Benefits, News & Product (Download: PPT, PPTX )
1.4: Prices (Download: PPT, PPTX)
1.5: Distribution (Download: PPT, PPTX )
2: Influence (2) (Download: PPT, PPTX )
3 & 4: Emotion & Mere Exposure (Download: PPT, PPTX )
5: Resistance (2) (Download: PPT, PPTX )
6: Acceptance (2) (Download: PPT, PPTX )
7: Message (2) (Download:PPT, PPTX )
8: Attention (Download:PPT, PPTX)
9: Still Media (Download: PPT, PPTX)
10: Motion and Sound (1/2 session) (Download: PPT, PPTX)
Lectures on Special Topics
Media Allocation ( Download: PPT , PPTX )
Testing Ads ( Download: PPT , PPTX )
Gardenburgers
House Ads
Select Agency
Exercises
These exercises are designed to help people learn evidence-based principles and techniques on a range of topics: creativity, evaluation, problem solving media analysis, and persuasion principles. They are designed so that lecturers can add them to their lectures. Self-learners should use them in slideshow format; this allows time for thinking and writing ideas before the answers are revealed.
Creativity Techniques
A checklist for an interview
How would you hire creative people?
Duration: 8 minutes
Go to more exercises on Creativity
Evaluation Methods
Determining effectiveness before beginning
How to pre-test ads
Duration: 7 minutes
Go to more exercises on Evaluation Methods
Evidence Used to Develop Principles
On the value of evidence-based learning
How to Choose a Doctor for Diagnosis
Duration: about 5 minutes
Go to more exercises on Evidence Used to Develop Principles
Conditions
Defining objectives
How to Set Objectives
Duration: 6 minutes
Go to more exercises on Conditions
Media Expenditures
Media expenditures
Duration: 30 minutes
Go to more exercises on Media Expenditures
PERSUASION PRINCIPLES
Information
Long-term versus short-term thinking
How Can Risk Be used in Advertising?
Duration: 4 minutes
Go to more exercises on Information
Prices
Long-term versus short-term thinking
A new pricing policy
Duration: 5 minutes
Go to more exercises on Prices
Distribution
How retail stores can be used in advertising
The Beach Beer problem
Duration: 7 minutes
Go to more exercises on Distribution
Influence
Providing reasons for requests
The Reason Why
Duration: 6 minutes
Go to more exercises on Influence
Emotion
Use of emotion to persuade
When to use emotion
Duration: 5 minutes
Go to more exercises on Emotion
Message
How to avoid violating tastes and standards
Tastes and standards
Duration: 5 minutes
Go to more exercises on Message
Attention
How to frame offers
Contrasting ads
Duration: 6 minutes
Go to more exercises on Attention
Still Media Ads
Purpose of headlines
Effective headlines
Duration: 7 minutes
Go to more exercises on Still Media Ads
Motion Ads
When are motion ads more persuasive than still ads?
Use of motion ads
Duration: 5 minutes
Go to more exercises on Motion Ads
Advertising Exams
There are two purposes to the self-administered exams. First, you can use it for self-directed learning. Second, if you are teaching a course, you can use the exams to help students to learn the relevant material, and also to grade them on how much they learned.
Exams for self-directed learning or course grading
Three types of tests are provided here. The Open-ended Exam requires much time and effort, so your efforts here should be spaced over time. Multiple-choice questions with 66 true-false and 23 multiple-choice questions are provided as quick aids for learners. Finally, the Analysis of Alternative Ads tests your skills at evaluating which of two ads is most effective from the Which Ad Pulled Best series (provided thanks to Gallup and Robinson). These tests can be used by self-learners and by Instructors.
Self-learners, or those preparing for a test should take the tests early in the course as this will allow them to judge their progress over the course. Early testing helps learning by creating an interest in finding the answers.
Instructors can use the questions (or a subset of them) as part of the final exam. On the other hand, if everyone does well, that speaks well for the students. Click here to go to the Multiple-choice answers so that you can tailor the questions to your course. It shows which questions relate to which part of the book and you can delete questions as you like (and then construct the exam by deleting the answers). I recently gave this exam in my Wharton class to 18 students on the first day of my advertising course. Most of the students had completed relevant prior courses such as marketing, consumer behavior, communications, and persuasion; some had read relevant pop-management books and a few students had relevant working experience. For the true-false questions, their average percent of correct answers was 54%. When used as a final exam in an earlier version of the course –the questions and answers had been provided on the Internet during the course – the average score for the nine students was 88%, with a range from 71% to 100%, so the test identified those who made little effort in the course.
Suggested Outline for Course on Persuasive Marketing
Here is a 27 session outline, each session targeted to 80 minutes. Designed for one semester course using Persuasive Advertising.
The outline is also provided for a Word download so that instructors can modify it as they see fit.
Learning by Objectives
Skill Rating Sheet (PDF and Excel version) - a chart to rate mastery of techniques and concepts relevant to advertising.
Techniques and Concepts for Advertising
Mastery Chart for Advertising (PDF and Excel version) - a chart to rate mastery of techniques and concepts relevant to advertising; as described in the item above.
Applications Chart (PDF)
Website Design
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