1. When to Use Favorable Images View as slide show Adapted from AdPrin.com

2. Molson Beer Case Molson beer ads showed a young man with two adorable puppies on the 1st page. The 2nd page explained that the 1st page was being published in women’s magazines to condition them to like men who drink Molson beer. Readers were told that there are “hundreds of thousands of women pre-programmed for your convenience.” What is the thinking behind this ad? Would you approve this ad if you were a Molson executive? How would you test this ad? Adapted from AdPrin.com2

3. Click this slide for what happened. While it was a clever application of the liking principle, the ad led to protests by watchdog groups. It could have been copy-tested in the concept phase. I would test the ad among people who might see the ad, even if they were not in the target market. Are some people offended by the ad? Might any interest groups raise an objection and will that harm profits? Might the objectives be obtained without offending people? Low-involvement print ads might benefit from favorable associations, but sometimes. As in this case, the subject is not favorable for all. (Persuasive Advertising p 78-9) 3

4. Associate Products with Things That are Favorable and Relevant (Principle 2.5.1) Use with care. The evidence is weak and the effects are small. Favorable associations are especially risky for ads for high-involvement products with strong arguments.

5. 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, in your ads, do you use images for high- involvement products that are favorable, yet unrelated to the product? Do you have good evidence for doing so? Adapted from AdPrin.com