Advertising Principles - Evidence-based principles

Educational Materials


Internet Course on Advertising

The syllabus is adapted from that used by Professor specified, you should be better able to design and evaluate persuasive advertising campaigns than most practitioners with many years of experience.  The reason is that this course uses evidence-based principles. For proof, see here. Currently the course offers “Self-Certification.” This is expected to be convincing for reasons described in the Syllabus. The course does not offer guidance from an instructor. However, please send suggestions that would improve the course or website to the site manager, Rui Du. For more details go to the syllabus HTML or PDF.

Self-Certification Report

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, 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”).

Here is the primary advice: Do not feel compelled to discuss all of the slides in a given class session. It is better to tell participants up front that there is so much material that you are going to focus on what you believe to be the most useful. That way you can show the videos and can get their participation. They can go through the other slides at their leisure.

Introduction (Download:PPT, PPTX )
Creativity (Download:PPT, PPTX ) & Evaluation (Download:PPT, PPTX )
Conditions (Download: PPT, PPTX ) (Objectives, Product & Target Market )

1:1-3 Information - Benefits, News & Product (Download: PPT, PPTX )
1.4: Prices  (Download: PPT, PPTX )
1.5: Distribution (Download: PPT,PPTX )
2: Influence (2) (Download: PPT, PPTX )
3 & 4: Emotion & Mere Glossary Link Exposure (Download: PPT, PPTX )
5: Resistance (2) (Download: PPT, PPTX)
6: Acceptance (2) (Download: (PPTPPTX)
7: Message (2) (Download:PPT, PPTX )
8: Attention (Download:PPT, PPTX )
9: Still Media (Download: PPT, PPTX )
10: Motion and Sound (1/2 session) (Download: PPT, PPTX )

Lectures on Special Topics

An overview of Evidence-based Advertising (Download: PPT, PPTX 
Target Market Reseach (Download: PPT , PPTX )
Media Allocation ( Download: PPT , PPTX )
Testing Ads (Download: PPT, PPTX )
House Ads or other Campaign Proposal: Examples

Select Agency (Download: PPT , PPTX ) 
Legal Aspects of Advertising (Download: PPTX)

Experiential Exercises

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

Creativity Techniques
A checklist for an interview
How would you hire creative people?

Duration: 8 minutes
Go to more exercises on Creativity

Evaluation Methods
Determining effectiveness before beginning
How to pre-test ads
Duration: 7 minutes
Go to more exercises on Evaluation Methods                             
Media Expenditures
Media expenditures
Duration: 30 minutes

Go to more exercises on Media Expenditures    
Evidence Used to Develop Principles
On the value of evidence-based learning
How to Choose a Doctor for Diagnosis
Duration: about 5 minutes

Go to more exercises on Evidence Used to Develop Principles                             
Defining objectives

How to Set Objectives
Duration: 6 minutes
Go to more exercises on Conditions

Persuasion Principles

Long-term versus short-term thinking

How Can Risk Be used in Advertising?
Duration: 4 minutes

Go to more exercises on Information
Long-term versus short-term thinking

A new pricing policy
Duration: 5 minutes

Go to more exercises on Prices
How retail stores can be used in advertising

The Beach Beer problem
Duration: 7 minutes

Go to more exercises on Distribution
Providing reasons for requests

The Reason Why
Duration: 6 minutes

Go to more exercises on Influence
Use of emotion to persuade

When to use emotion
Duration: 5 minutes

Go to more exercises on Emotion
Mere Exposure
Subliminal messages

Product placement
Duration: 6 minutes

Go to more exercises on Mere Exposure
Changing beliefs with research findings

Dead Sea Scrolls Experiment
Duration: 5 minutes

Go to more exercises on Resistance
Persuasive proof

Examples versus statistics
Duration: 5 minutes

Go to more exercises on Acceptance
How to avoid violating tastes and standards

Tastes and standards
Duration: 5 minutes

Go to more exercises on Message
How to frame offers

Contrasting ads
Duration: 6 minutes

Go to more exercises on Attention
Still Media Ads
Purpose of headlines

Effective headlines
Duration: 7 minutes

Go to more exercises on Still Media Ads                                   
Motion Ads
When are motion ads more persuasive than still ads?

Use of motion ads
Duration: 5 minutes
Go to more exercises on Motion Ads


Exams for Self-directed Learning, Courses or Certification

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.

Tools and Techniques Exam

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]

Learning by Objectives

Tools and Techniques Application Chart (Excel)


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