Advertising Principles - Evidence-based principles

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
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Evaluation Methods
Determining effectiveness before beginning
How to pre-test ads

Duration: 7 minutes
Go to more exercises on Media Expenditures                             

Media Expenditures
Media expenditures

Duration: 30 minutes
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Evidence Used to Develop Principles
On the value of evidence-based learning
How to Choose a Doctor for Diagnosis

Duration: about 5 minutes
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Conditions
Defining objectives

How to Set Objectives

Duration: 6 minutes
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Persuasion Principles

Information 
Long-term versus short-term thinking

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

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Prices
Long-term versus short-term thinking

A new pricing policy
Duration: 5 minutes
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Distribution
How retail stores can be used in advertising

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Duration: 7 minutes
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Influence
Providing reasons for requests

The Reason Why
Duration: 6 minutes

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Emotion
Use of emotion to persuade

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Duration: 5 minutes
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Mere Glossary Link Exposure
Subliminal messages

Product placement
Duration: 6 minutes

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Resistance
Changing beliefs with research findings

Dead Sea Scrolls Experiment
Duration: 5 minutes

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Acceptance
Persuasive proof

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Duration: 5 minutes

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Message
How to avoid violating tastes and standards

Tastes and standards
Duration: 5 minutes

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Attention
How to frame offers

Contrasting ads
Duration: 6 minutes

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Still Media Ads
Purpose of headlines

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Duration: 7 minutes

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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

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