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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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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