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
USP (Unique Selling Proposition)

A short statement of a product’s strongest benefit (real or perceived). It can be objective or subjective, and it can be rational or emotional.

Utilitarian product

A product or service that solves a problem.


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