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Advertising Principles News
News: Are ads that follow evidence-based principles more effective?
The predictive validity of a persuasion principles index was tested using 96 pairs of print advertisements and associated recall data. Predictions based on ratings by self-trained novices were correct for 73% of the pairs, which is substantially better than guessing (50%). Predictions from unaided judgment by advertising experts (n=96) were correct for 55% of the pairs. Details are provided in the paper “Predictive Validity of Evidence-Based Persuasion Principles: An Application of the Index Method.”Read More
Commercial Illustrating a Principle
Principle - 8.8.1. Consider using humor for well-known, low-involvement products. - Complies
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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. Pass this commercial along to someone who might be interested.
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