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 structured quantitative review of the literature on a given topic. A meta-analysis should disclose the procedures used to select and code the studies, the method for summarizing the findings, and the procedures used to ensure that the search for information on this topic was comprehensive. For an example of how to effectively conduct a meta-analysis, see any of the studies by O’Keefe that I have cited.


A combination of two or more elements in which one element is understood or experienced in terms of the other; a form of wordplay that applies a word or a phrase to a concept or an object, such as a brand, to imply a feature of the object (e.g., Budweiser is “the king of beers”).

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