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.
Search for glossary terms (regular expression allowed)
Begins with Contains Exact term Sounds like
All A B C E F G H I J L M N R S T U V W
Term Definition
WAPB (Which Ad Pulled Best)

A series of books that presents 50 pairs of ads, each matched against another ad for the same product, ad size and media (and half the time for the same brand). For details, see Appendix B. As of 2002, the series was in its 9th edition.

White space

Unoccupied parts of a print advertisement, including between blocks of type, illustrations, headlines, or brand identifiers; also refers to blank sections with colored background.


© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved.

Contact us with any suggestions here