Advertising Principles - Evidence-based principles

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Further evidence on the effects of clarity on persuasion
31 Mar 2014 - Scott Armstrong

"Use simple prose for high-involvement products with strong arguments”(Persuasion Principle 7.2.1.). If you do not have strong arguments, the corollary is: “If you are an expert and have nothing to say, say it without clarity.” As you will see, this is a powerful principle.

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Professor Armstrong's letter to John Wanamaker
25 Feb 2014 - Scott Armstrong

In a letter to John Wannamaker, Scott Armstrong explains how research over the past century has finally been able to answer Wanamaker's questions about which half of his advertising budget is being wasted --- well almost half of the waste. 

See his   letter

 

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Commercial Illustrating a Principle

Principle - 2.5.1. Associate products with things that are favorable and relevant to the product - Complies
Norway Tram - 0:44

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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.


Principle of the day:

6.4.2 Use simple tables or graphs if you have substantial amounts of data

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Exercise
On the value of evidence-based learning
How to Choose a Doctor for Diagnosis
Duration: 5mins
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A complete description of the principles has
been published in Persuasive Advertising

German Edition available

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