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

Dictionary of terms used in Advertising Principles

There are 61 entries in this glossary.
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Term Definition
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).


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