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

A phrase that conveys a brand’s most important product attribute or benefit in a short memorable phrase. Used as a synonym for “slogan.”

Time compression

A device used in broadcast production to delete time from television or radio commercials, primarily by reducing the intervals between words.

Transformational product

See Hedonic product.

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