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
Comparative advertising

Advertising that compares two or more specifically named or recognizably presented brands of the same type of product or service and makes comparisons in terms of one or more specific product or service attributes. Direct comparative advertising explicitly names a competitive brand (e.g., “better than Bose”) and indirect comparative advertising refers to a competitive brand without explicitly naming it (e.g., “better than other leading brands”).


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