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Aims: This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."
Award for J. Scott Armstrong
A new award was established by the Global Alliance of Marketing and Management Associations to recognize Scott Armstrong’s contributions to marketing. It is called the “Armstrong Brilliance in Research in Marketing Award”. Scott was invited to present the inaugural lecture in Hong Kong on July 22, 2016. His talk was “Read More
Principle - 5.10.1. Use positive innuendoes when there is some basis. - Complies
Each commercial was selected to illustrate a single principle. Some show commercials that comply with a principle; others show ones that violate a principle. They are in numerical order; so if you would like to find an earlier one, refer to the complete list of commercials.
The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators. Ideas for improving the site, please send to the Site Manager Rui Du (Jessie): email@example.com