Advertising Principles - Evidence-based principles

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Advertising Principles News

Aims:This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."


Predictive Validity of Evidence-Based Persuasion Principles updated
26 Jan 2015 - Jessie

See the revised working paper (version  328) in this section.

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How to Select an Ad Agency: An Evidence-based Approach
18 Dec 2014 - Jessie

How to Select an Ad Agency: An Evidence-based Approach

The new software for how to select an ad agency provides (1) simplified instructions, (2) a better description of the scale, (3) space to record the reasons for each individual’s ratings, and (4) assistance for combining ratings across up to five raters. In our tests, in addition to being easier to use, the new software leads to substantially more useful ratings as to how well an advertising campaign proposal adheres to evidence-based procedures, and what steps can be taken to improve the proposal. It follows an < [ ... ]

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Daily Commercial

Principle - 8.8.1. Consider using humor for well-known, low-involvement products. - Complies
Bud-wiser frogs - 0:28

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Each commercial was selected to illustrate a single principle. Some show commercials that comply with a principle; others show ones that violate a principle. They are in numerical order; so if you would like to find an earlier one, refer to the complete list of commercials.



An appeal from J. Scott Armstrong

If you find this site useful in your role as a practitioner, educator, or researcher, please consider purchasing Persuasive Advertising. To date, all of the royalties have gone towards improvements of this not-for-profit site. (See funding)

Principle of the day:

6.9.1 Consider negative advertising when there is only one major alternative to your brand, that brand has serious shortcomings, and industry demand is not a key factor

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Today's Exercise
For more short exercises click here

Finalist for AMA’s 2011 Best Book in Marketing

A complete description of the principles has
been published in Persuasive Advertising

German Edition available

About AdPrin

The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators. Ideas for improving the site, please send to the Site Manager Rui Du (Jessie):


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