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

The ordering and spacing of the various components of headline, illustration, copy, and brand identification marks.


A brand name or symbol often presented in a special lettering style or typeface.

Long-exposure ad

An ad, such as in a magazine or on a website, that is sufficiently long to allow customers to take their time in viewing or reviewing.

Low-involvement product

A product or service that a consumer is unlikely to evaluate carefully before making a purchase; it is generally an inexpensive product, such as soap, that involves little risk.

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