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
Cognitive dissonance

Psychological conflict resulting from incongruous beliefs and attitudes held simultaneously; when applied to advertising, the dissonance that nearly often exists after an individual makes a decision involving two or more alternatives.


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