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.

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

Today's Exercise
For more short exercises click here


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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