Advertising Principles - Evidence-based principles

AdPrin Lectures Updated

The ten lectures from the "Introduction" through “Attention” have been updated. We:

1. added new evidence beyond that in Persuasive Advertising,

2. provided more links to research sources,

3. fixed broken links, and

4. improved the clarity of the writing.

The improvements will continue. Please send suggestions on corrections and changes that would help you.

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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Finalist for AMA’s 2011 Best Book in Marketing

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

German Edition available

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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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