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
Meta-analysis

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.


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