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
Credence product

A product for which the claims are based on faith. The consumer cannot check this, even after using the product. However, published tests or comments from prior consumers could help to transform a credence product into a search product (see Search product).


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