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.


 

 


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

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): ruidu@gse.upenn.edu

Objectives

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