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

 The self-certification enables a student to become certified for “Evidence-based Advertising.” Your report is useless unless it is persuasive. To be persuasive, it needs to show what you did in detail. It needs to report facts, not your opinions. Thus, if you have not kept a time log, do not guess how much time you spent. Provide links to published sources that you used. (But it it unethical to cite a paper that you have not read read). Avoid jargon unless it is explained. 

Provide a cover letter. In that, you must provide a code of ethics or “oath” that you have followed. Write this oath at the start of your studies.

Budget a certain number of hours per week that you will spend on your learning for this course.

Consider how to impress a prospective employer without overburdening them with material. If you do not already have a personal website, I suggest that you create one to link to samples of your work.

The Certification Form is provided here.

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: PPTX )
Creativity (Download: PPTX ) & Evaluation (Download: PPTX )

Conditions (Download: PPTX ) (Objectives, Product & Target Market )

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

Lectures on Special Topics

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

Select Agency (Download: 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

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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