Advertising Principles - Evidence-based principles

Persuasive Advertising: Evidence-Based Principles ENDORSEMENTS

“Professor Armstrong’s groundbreaking book is a must-read for anyone in the advertising business. In today’s hyper-connected world, getting consumers’ attention, much less persuading them, has never been more challenging. Persuasive Advertising provides the insights, research and marketplace proof to truly master the art of persuasion. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It’s marketing gold.”

Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, Best-selling coauthor of The Power of Nice and The Power of Small


"Scott Armstrong has provided something deeply valuable. He's shown that persuasive advertising is not just a mystifying, amorphous art to be admired but a clear, hard science to be understood. Anyone interested in how advertising works would be a fool not to learn what this book teaches.“

Robert B. Cialdini, Author of Influence: Science and Practice


"A unique combination of quantitative research, anecdotal evidence and common sense. David Ogilvy would have enthusiastically added this book to his recommended list for anyone in the advertising business.“

Kenneth Roman, former Chairman of Ogilvy & Mather Worldwide, Author of The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising and of How to Advertise.


“This fascinating collection of smart rules and when to use them is truly persuasive!”

Gerd Gigerenzer, Director at Max Planck Institute for Human Development, Berlin


“Scott Armstrong has provided all of us with a rich handbook to guide our efforts to use persuasive advertising efficiently and responsibly."

Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University


"The volume of evidence sifted to produce this book is mind boggling. It took 16 years. This is a breakthrough book that every practitioner should have on the bookshelf.  It is a concise, yet comprehensive compendium of almost everything we know about advertising. While not eschewing ‘ Glossary Link received wisdom’, it weighs the available evidence to judge what works and what doesn’t…and under what conditions.  As such, it is a resource that every advertiser scan dip into regularly (especially before embarking on any ad Glossary Link campaign) to maximize effectiveness and help avoid traps for the unwary.”

Max Sutherland, Author of “Advertising and the Mind of the Consumer


”Persuasive Advertising by Scott Armstrong is a landmark. It condenses almost everything that is known about persuasive communication into evidence-based principles. Each principle is a precise guideline to improving communication effectiveness, supported by detailed evidence, written in a convincing and accessible style.

It is an exceptional service to managers, researchers and students of branding, marketing and communication. Persuasive Advertising will appeal to all managers who strive to improve their communication with customers. Researchers and students of branding, marketing and communication will find the book a treasure trove of ideas to learn from and build on for further research.

The book is also engaging and entertaining. I found myself testing my personal ideas about communication principles and learning new things over and over again. There is no other book that comes close to Persuasive Advertising. We have come of age.”

Rik Pieters, Professor of Marketing, Tilburg University, The Netherlands


“Read Armstong for evidence-based specific conclusions about what works to achieve effective advertising; for simple steps in checklists based on evidence of what to do to design ads that achieve high response rates; for thorough coverage of relevant literature from 100+ years.  Clear writing that is provocative!  Armstrong is always provocative. Amstrong's dislike for platitudes is apparent in this book but his focus is on evidence of what causes action (e.g., sales) that would not otherwise occur without advertising. For certain Armstrong's Persuasive Advertising is one of the top three books on advertising...ever.  CEOs, CMOs, and management performance auditors really need to put the structure in place to achieve effective advertising.  Reading this book is a big step toward evidence-based accountability for advertising creative, media, and response measurement decision-making.  Time to lay to rest the myth that we can not measure the impact of creative work.  Armstrong provides both the tools and evidence of how to do so.”

Arch G. Woodside, Professor of Marketing, Boston College


“So much evidence and insight collected with so much effort over so many years, but so little use of it.  That could describe advertising and so many other domains of management.  Persuasive Advertising remedies this problem at least for one topic by summarizing, in practical, evidence-supported recommendations, principles to increase the effectiveness of all forms of persuasive communication.  This book is a remarkable exemplar of turning evidence into action.”

Jeffrey Pfeffer, Professor at the Stanford Graduate School of Business and co-author of Hard Facts, Dangerous Half-Truths, and Total Nonsense:  Profiting from Evidence-Based Management.


"If you want more effective ad campaigns, then read Persuasive Advertising. In it, Scott Armstrong has drawn together the results of 3000 scientific studies to develop a set of practical, actionable advertising principles.  There is no other book like it."

Malcolm Wright, Ehrenberg-Bass Institute for Marketing Science, University of South Australia


“The purpose of the Advertising Council is to  persuasively convey information  to the American public----for the most part, via advertising--on a variety  of complex and  important issues,  from floods and fires to health and childcare.  Persuasive Advertising will prove a unique reference source and  invaluable contributor  to this process.”

Peggy Conlon, President and  CEO, The Advertising Council


"In the last half century Scott Armstrong has been one of the major contributors to knowledge in the marketing discipline. He knows how to find important problems and is tireless in the pursuit of answers.  Persuasive Advertising is an exemplar of this with its 16 years in the making.“

Rod Brodie, Professor of Marketing, University of Auckland Business School, New Zealand


“Research evidence about what makes for more and less effective advertising has been accumulating for decades, but there has been astonishingly little interest in synthesizing these studies to see what they collectively show—until now. J. Scott Armstrong’s Persuasive Advertising provides the only available comprehensive, evidence-based treatment of advertising effects. Because it articulates grounded principles of effective advertising creation, it promises to be not only an essential part of the toolkit of advertising professionals but also a standard reference work for scholars. Simply put, this is a landmark achievement.”

Daniel J. O'Keefe, Owen L. Coon Professor, Department of Communication Studies, Northwestern University



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