Advertising Principles - Evidence-based principles

Finalist for AMA’s 2011 Best Book in Marketing

A complete description of the principles has
been published in Persuasive Advertising

German Edition available

Chinese Version available

Welcome, also referred to as, provides all useful knowledge about persuasive advertising as a set of evidence-based principles. The principles draw heavily upon experimental studies. The principles are condition-action statements. That is, they specify what should be done in each type of situation. Ads that follow the principles are expected to be more persuasive.

The principles can be used to:

  • aid creativity in developing advertising campaigns
  • evaluate ads to determine which ad is most effective
  • improve ads

The AdPrin web site is provided as a public service for:

  • Advertisers
  • Advertising agencies
  • Students
  • Researchers

We suggest that those new to the site go first to About in the right-hand column, then to the FAQ at the top of the left-hand menu.

The left-hand menu then provides the main menu by showing the steps needed to develop an evidence-based advertising Glossary Link campaign. The right-hand menu provides ways for you to assess your skills and to learn principles day-by-day. The top-bar menu provides the tools and checklists for easy access.

If you would like to receive news whens it is posted, sign up on the Email Subscription in the right-hand menu.

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