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
Hedonic product

A product that offers a positive experience; also called transformational products.

Hierarchy of effects

A series of steps by which people receive and use information to reach a decision regarding actions they will take. The hierarchy-of-effects model was developed in the early 1900s and it is widely used both in advertising and other areas of persuasion. The following illustrates a three-step version:
Hierarchyofeffects.png
There are many other versions, such as AIDA (Attention, Interest, Desire, Action). While these seem like sensible ways to structure the problem, I was unable to find evidence that they lead to improved decision-making—nor were Barry and Howard (1990) successful. O’Shaughnessy and O’Shaughnessy (2004) claimed that the hierarchy is of little value. They said that different sequences of the steps are plausible, and all the steps need not occur for a message to be persuasive. Hierarchy-of-effects models have been used in other fields (usually under different names). Evidence supporting its value in these other area is also sparse (Herzog et al. 1999).

High-involvement product

A product or service that people evaluate carefully before making a purchase decision; it is likely to be an expensive or visible product, such as an automobile, that involves some monetary (e.g., expensive) or personal risk (e.g., clothing).


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