Advertising Principles - Evidence-based principles

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times since Febuary 1998.

Advertising Principles News

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 1.4.13 Minimize price information for new products - Complies
Hyundai Genesis introduction - 0:34

(For full-screen, click the black box next to the volume control)

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:

6.1.1 Describe a problem and show how the product solves it

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A new pricing policy
Duration: 5mins
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Finalist for AMA’s 2011 Best Book in Marketing

A complete description of the principles has
been published in Persuasive Advertising

German Edition available

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