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.


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