Advertising Principles - Evidence-based principles

All Lectures now Updated

All of the lectures are now up-to-date. This includes more examples of commercials, and more experiential exercises. Please let me know of any existing problems, and please contribute more commercials and still ads to illustrate the principles.


 

 



Principle of the day:

10.1.5 Make the closing scene relevant to the key message

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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): ruidu@gse.upenn.edu

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