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Aims: This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."
The Chinese edition of Persuasive Advertising: Evidence-based Principles has been published
The Chinese edition of Persuasive Advertising: Evidence-based Principles has been published by the Commercial Press of China, and is on sale at Amazon.cn. A team of four advertising professors from the U.S., Australia and China and its editors spent three years sculpting its English content into its Chinese counterpart. Its original author [ ... ]Read More
Award for J. Scott Armstrong
A new award was established by the Global Alliance of Marketing and Management Associations to recognize Scott Armstrong’s contributions to marketing. It is called the “Armstrong Brilliance in Research in Marketing Award”.Read More
Principle - 3.5.1. Consider a threat related to likely or severe consequences that can be avoided. - 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.
The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators. Ideas for improving the site, please send to the Site Manager Rui Du (Jessie): firstname.lastname@example.org