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
Random sample

A sample taken from any given population in which each person maintains equal chances of being selected as part of that sample. In practice, this term is used to refer to any type of probability sampling, and I use it that way in this book.


Remembrance of an ad’s content. There are many ways to measure recall. For example, in our analyses of ads from Which ad Pulled Best?, recall was Proven Name Registration (PNR); it was measured a day after the respondent has read the magazine with the target ad in it. Measuring PNR involves Unaided Recall ("What ads do you remember in the Time magazine that you read yesterday?"), Category-aided recall ("Do you remember any ads for any cars? Which ones?") and Brand aided recall ("Do you remember an ad for Toyota?"). PNR is the percentage of respondents who are able to correctly remember the target ad and then go on to describe the ad accurately when asked to do so.

Received wisdom

Commonly held beliefs that are based only on unaided judgment, as reflected by typical practice and expert opinions.

Return on investment (ROI)

The profit earned divided by the investment employed to earn that return; usually expressed as a percentage gain on an annual basis (e.g., P&G assesses ROI at least twice a year on each of its brands).

Rhetorical device

A technique for using language to produce emphasis (i.e., repetition or alliteration).

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