Advertising Principles - Evidence-based principles
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Advertising Principles

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."


Tools and Techniques Mastery Chart added
12 Mar 2015 - Jessie

We have added a "Tools and Techniques Mastery Chart" to the Exams secton on Educational Materials page. The chart summarizes techniques and checklists for advertising. It is designed to aid in (1) setting goals and (2) monitoring progress.

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Persuasion Principles Checklist for Creating Advertisements updated
04 Mar 2015 - Jessie

We have updated the Persuasion Principles Checklist for creating ads. The instructions were put into a separate pdf file for easy reference. The clarity of the checklist was also improved by dividing the instructions into more specific steps, improving the data presentation and by clarifying the explanations. Download here.

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Daily Commercial

Principle - 8.8.1. Consider using humor for well-known, low-involvement products. - Complies
Bud-wiser frogs - 0:28

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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.



An appeal from J. Scott Armstrong

If you find this site useful in your role as a practitioner, educator, or researcher, please consider purchasing Persuasive Advertising. To date, all of the royalties have gone towards improvements of this not-for-profit site. (See funding)

Principle of the day:

6.9.1 Consider negative advertising when there is only one major alternative to your brand, that brand has serious shortcomings, and industry demand is not a key factor


Today's Exercise
For more short exercises click here

Finalist for AMA’s 2011 Best Book in Marketing

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

German Edition available

About AdPrin

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):


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