Advertising Principles - Evidence-based principles

Ads Illustrating Principles

 

 Examples of Still Ads that Comply (or Violate) Principles

When considering the use of a principle, you might want to look at still ads that have successfully applied the principle. Ogilvy had suggested copying the styles of advertisers that you thought to be effective.

Looking at ads that violate the principle will help you to extend your understanding of how the principle should be applied. To do this, go to the principle that you are considering and select ads that “comply” to see a good application of the principle, and select ads that “violate” for a bad application.

 

Examples of Still Ads

 

 Commercials and Webcasts that Comply (or Violate) Principles

Click on the video title to view the video. 

Principle - 1.4.3 Show the price to be a good value against the reference price - Complies

Famous Keeping up with the Kremplers Beetle - 1:00

 

Principle - 2.2.1 Show that the product is widely used - Violates
Reebok UBU - 1:00

   

Click here for further examples of commercials


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."

 


Principle of the day:

5.11.4 Encourage customers to make predictions about their behavior

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If so, we suggest starting with "Welcome" and "FAQ"

Today's Exercise


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): ruidu@gse.upenn.edu

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