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
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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