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
Sans serif typeface

A typeface without serifs, and usually with minimal or no variation in thickness of strokes. Helvetica is a sans serif face.

Search product

A product for which the consumer can evaluate claims easily and accurately prior to making a purchase by inspecting the product or by using information sources, such as Consumer Reports or

Serif typeface

A type style with definitive endings (serifs) to the open-ended letter strokes and most corners of letters; the small finishing lines attached to the letters. Times New Roman is a moderate Serif typeface.


Words superimposed on a TV, video, movie, or computer screen during an ad.

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