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

Dictionary of terms used in Advertising Principles

There are 61 entries in this glossary.
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Term Definition
Body text or body copy

The main text of an advertisement, not including the headline or brand identifiers.

Brainwriting

A technique in which group members work alone to list their ideas for a given problem. It can also be done within a group meeting by taking a short time interval for individual work, say ten minutes, during which group members individually write all the solutions they can think of for a given problem. They submit their lists anonymously and the ideas are then collated. This procedure is more effective than brainstorming.


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