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

Dictionary of terms used in Advertising Principles

There are 61 entries in this glossary.
Search for glossary terms (regular expression allowed)
Begins with Contains Exact term Sounds like
All A B C E F G H I J L M N R S T U V W
Term Definition
Comparative advantage

The degree to which a brand is superior to a competitive brand on a given feature or benefit.


© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved.
Web Design by Zoe Communications Ltd.