Evidence-based Principles of Advertising:
Consider how to impress a prospective employer with a persuasive well-supported self-certification report. If you do not already have a personal website, I suggest that you create one so you can link to samples of your work. Alternatively, consider posting this on linked-in site.
A good self-certification report should impress some prospective employers as it describes what you did (remember to link to the syllabus that you used). It also shows that you are good at self-planning, a trait that relates to success in careers. Finally, you can use it to show that you can write a persuasive report. So provide sources that are easy to obtain and read, and provide convincing support for your claims on the form. Do not overload them with too much information. Here is the certification form.
Lecture Slides for Persuasive Advertising
Scott Armstrong has provided the lecture slides he uses to teach the lessons in his book, Persuasive Advertising. Over the past few years, he has been developing the slides and uses them for lectures on specific topics as well as for the half-semester and full-semester advertising courses he teaches at The Wharton School. The lectures provide links to tools, relevant commercials, print ads, and other sources.
Self-learners are welcome to use them. The best procedure is to use the PPT slides in "Slide Show" mode and come up with your own answers before reading each section of Persuasive Advertising.
Instructors are welcome to use them and modify them – as they see fit. They can be downloaded in PPT or PPTX format. Suggestions to instructors are provided to in the “Normal” view on PPT. You can run the lectures off AdPrin.com, as the commercials are linked to the slides. (In some cases for PCs, if you get a question about “Enable Editing” from your computer, check “yes.”) If you adapt the slides, could you include a byline on the first page such as: “Adapted from J. Scott Armstrong for use in lectures related to Persuasive Advertising."
The following lectures are targeted to 80-minute lectures unless indicated in parentheses that they require 2 sessions. They allow for some discussion and applications during and at the end of the lectures. The material fits comfortably within a standard one-semester course that focuses on applications (see the Possible Course Outline in this site under “Educational Materials”).
1:1-3 Information - Benefits, News & Product (Download: PPT, PPTX )
Lectures on Special Topics
An overview of Evidence-based Advertising (Download: PPT, PPTX )
These exercises are designed to help people learn evidence-based principles and techniques on a range of topics: creativity, evaluation, problem solving media analysis, and persuasion principles. They are designed so that lecturers can add them to their lectures. Self-learners should use them in slideshow format; this allows time for thinking and writing ideas before the answers are revealed.
House Ad Project
This exercise is designed to run during the whole course. It allows one to gain experience with techniques and principles. It can also be modified as a project for your organization or for a client. The project is described here.
Evidence Used to Develop Principles
Test taking helps people to learn content. Holding study time constant, you will learn much more by self-testing than by spending the same amount of time reviewing the material.
The exams below can used by learners, by teachers, and for certification examinations. Even though these exams are posted on the Internet (along with the answers in most cases), the grades for my Wharton school classes range from below 50 to the high 90s, with an average around 75.
The Open-ended Exam requires much time and effort. Multiple-choice questions with 66 true-false and 23 multiple-choice questions are provided as quick aids for learners. The answers are provided here.
End-of-chapter questions are provided at the end of each lecture so that self-learners can test their retention of the key learning points in Persuasive Advertising. The answers are easily available in each chapter. Learners are advised to try to answer the questions before doing the leacure or reading the chapter.
Explain how you were able to apply five techniques to your advertising project and explain it in such a way as to impress someone who has not previously heard of these techniques. This refers only to the items on the Tools and Techniques Mastery Chart. Principles are not included. When used in classes, note that this is a take-home exam: and you must only describe tools and techniques that you did individually, and you should not collaborate with others in this class. [More]
Tools and Techniques Application Chart (Excel)