Advertising Principles - Evidence-based principles

AdPrin FAQ Updated

The new FAQ is more comprehensive with 35 questions (versus the previous 21) and more links to key resources. To add an historical perspective, it contains a “recent letter” to John Wanamaker.


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:

6.1.1 Describe a problem and show how the product solves it

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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