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.

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:

5.11.1 If good reasons can be easily generated, ask customers to provide a few reasons for accepting an offer

New to the site?
If so, we suggest starting with "Welcome" and "FAQ"

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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