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

See advertising elasticity.

ELM (pronounced E-L-M) – Elaboration Likelihood Method

Persuasion follows a central route, i.e., recipients think about the message, when they have the motivation and ability to process the message; however, if they lack either the motivation or ability, persuasion follows peripheral route—they may rely on simple cues, such as, “if he is an expert, it must be right.” Booth-Butterfield and Welbourne (2002) review its impact on research.

Endowment effect

The concept that an object becomes more valuable when one possesses it.

Experience good

A product for which claims can be evaluated only after a period of use by the consumer.


Consumers have seen or heard an ad, even if have they paid little attention to it.

Eye tracking

A research method that determines which part of an advertisement consumers look at, by tracking the pattern of their eye movements. Initial studies have been traced to the 1920s.

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