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

A plan by a consumer to engage in certain behavior such as to purchase a product, make a donation, or attend a function.

IPA (Institute of Practitioners in Advertising)

A U.K. organization that has been conducting awards competitions to recognize campaigns that clearly demonstrate advertising effectiveness. The awards began in 1979. As of 2009, there were over 830 tested case histories summarized in 17 volumes, and accessible through and the World Advertising Research Center (

Ipsos ASI

One of the world’s largest advertising research firms. It provided findings from analyses of non-experimental data on 30-second TV commercials that it had tested for recall and persuasion among adult women. Appendix C describes some of its procedures.

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