Persuasion Principles Index: Ready for Pretesting Advertisements

15 Pages Posted: 15 Sep 2015

See all articles by Kesten C. Green

Kesten C. Green

University of South Australia - UniSA Business School; Ehrenberg-Bass Institute for Marketing Science

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Rui Du

University of Hawaii at Manoa

Andreas Graefe

Macromedia University of Applied Sciences

Date Written: September 15, 2015

Abstract

Purpose: To respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (this issue) regarding the immediate usefulness of that paper’s test of advertisements’ compliance with persuasion principles, and regarding the need for further research. Approach: Address commentators’ concerns using logic, prior research findings, and further analyses of the data.

Findings: The superiority of the index method remains when a simple, theory-based, alternative weighting-scheme is used in the index model. Combinations of three unaided experts’ forecasts were more accurate than the individual forecasts, but the gain was only one-third of the gain achieved by using the Persuasion Principles Index (PPI).

Research implications: Replications and extensions using behavioral data and alternative implementations of the index method would help to better assess the effects of judging conformity with principles as a means of predicting relative advertising effectiveness.

Practical implications: Advertisers can expect more accurate pretest results if they combine the predictions of three experts or, even better, if they use tests of compliance with persuasion principles, such as the PPI. The PPI software is copyrighted, but is available now and is free to use.

Originality/value: New analysis and findings provide further support for the claim that advertisers who use the PPI approach proposed by Armstrong, Du, Green and Graefe (this issue) to choose among alternative advertisements will be more profitable than those who do not.

Keywords: advertising effectiveness, combining forecasts, creativity, index method, profitability, variable weighting

JEL Classification: C5, M37

Suggested Citation

Green, Kesten C. and Armstrong, J. Scott and Du, Rui and Graefe, Andreas, Persuasion Principles Index: Ready for Pretesting Advertisements (September 15, 2015). Available at SSRN: https://ssrn.com/abstract=2660725 or http://dx.doi.org/10.2139/ssrn.2660725

Kesten C. Green (Contact Author)

University of South Australia - UniSA Business School ( email )

GPO Box 2471
Adelaide, SA 5001
Australia
+61 8 83012 9097 (Phone)

HOME PAGE: http://people.unisa.edu.au/Kesten.Green

Ehrenberg-Bass Institute for Marketing Science ( email )

Australia

HOME PAGE: http://www.marketingscience.info/people/KestenGreen.html

J. Scott Armstrong

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Rui Du

University of Hawaii at Manoa ( email )

2500 Campus Road
Honolulu, HI NA 96822
United States

Andreas Graefe

Macromedia University of Applied Sciences ( email )

Sandstrasse 9
Munich, Bavaria 80337
Germany

HOME PAGE: http://www.andreas-graefe.org

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