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
Metaphor

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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