Adapted from AdPrin.com

Contrasting Ads

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How to frame offers

Adapted from AdPrin.com 2

Subjects in the U.S were randomly assigned to ads for a camera phone that were identical except for these offers:

___ A: “Get 20% off the regular price,” ___ B: “Pay 80% of the regular price.”

Which print ad for a camera phone was more effective -- and why? Write your answer, then click for the evidence.

Intentions for B were 28% higher than for A (Kim and Kramer 2006 in Persuasive Advertising p 221)

When strong arguments exist, consider using ads that contrast with competitors’ ads (8.3.1)

Contrasting Ads

The findings were reversed in Hong Kong. Why?

In Hong Kong, sale prices are normally expressed as “Pay x% of the regular price.”As a result, “Save 20 percent” led to purchase intentions that were 33% higher than the “Pay 80 percent” (Persuasive Advertising p 221).

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, consider framing a offer in a way different from competing firms.