5. Resistance

5.1. Distraction
5.2. Perspectives
5.3. Stories
5.4. Barriers
5.5. Brand emphasis
5.6. Spokespersons
5.7. Forewarning
5.8. Two-sided arguments
5.9. Indirect vs direct conclusions
5.10. Innuendos
5.11. Customer involvement
5.12. Trials and free samples
5.13. Causes





7. Message

7.1. Arguments
7.2. Clarity
7.3. Forceful text
7.4. Interesting text
7.5. Tone
7.6. Word selection
7.7. Wordplay
7.8. Metaphors
7.9. Simplicity
7.10. Informative illustrations
7.11. Informative color
7.12. Ad consistency
7.13. Corrective advertising

6. Acceptance

6.1. Problem/solution
6.2. Demonstration
6.3. Evidence
6.4. Data presentation
6.5. Customer endorsement
6.6. Celebrity endorsement
6.7. Expert endorsement
6.8. Comparative advertising
6.9. Negative advertising
6.10. Refutation
6.11. Puffery
6.12. Questions
6.13. Repetition
6.14. Subliminal messages
6.15. Memory devices
6.16. Word-of-mouth
6.17. Call for action


8. Attention

8.1. Target market alert
8.2. Campaign consistency
8.3. Campaign contrast
8.4. Slogans
8.5. Brand identifiers
8.6. Attractive visuals
8.7. Color for attention
8.8. Humor
8.9. Sex
8.10. Models
8.11. Technical quality

9. Still Media

9.1. Headline
9.2. Pictures
9.3. Text
9.4. Structure of body text
9.5. Typeface
9.6. Layout