Adapted from AdPrin.com

The Reason Why

View as slide show

Adapted from AdPrin.com

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, then click for the findings: 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?”

94%

93%

Application to advertising:Provide a reason, whether it is a reason for the price or a motivation for the purchase, for higher recall.

Adapted from AdPrin.com

History of the Reason Why

In 1904, the largest ad agency in the US revolutionized advertising, that up to then had focused on gaining attention. They taught workshops for copywriters on using the “reason why” approach.

Later research showed when the “reason why” is so important. See the next slide.

Adapted from AdPrin.com

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 #. Then click for the findings from the experiment: 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%

Application to advertising: For high-involvement products, the reason should be strong.

For low-involvement decisions, subjects do not think carefully about the reason.

Adapted from AdPrin.com

EvidenceFor 37 pairs of print ads in which one ad offered a relevant reason to buy the product while the other ad offered no reason, print ads with a “reason why” had about twice as much recall. – For example, a Polaroid camera ad claiming that

the camera’s “tiny flatter flash helps prevent a harsh flash look,” had better recall than another Polaroid ad that provided no reason.

For further evidence, see Persuasive Advertising p 64-66.

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.

• For example, make a list of reasons for people to use your services and use only the strong ones in your advertising.