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
Gallup and Robinson

Leading advertising research firm set up by George Gallup and Claude Robinson in 1948. Provided test and normative recall and persuasion scores for the advertisements included in WAPB editions.

Gunning Fog Index

A measure of readability based on the length of sentences and large words. G = 0.4 * (S+W), where S is the average number of words per sentence, and W is the percentage of words with three or more syllables (ignoring common suffixes, such as “ed” and “ing”). The resulting index approximates the number of years of schooling needed to understand the material.. Word processing programs allow for easy assessment of readability. The analysis should exclude tables, references, subtitles, and numbers.


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