Advertising Principles - Evidence-based principles

Finalist for AMA’s 2011 Best Book in Marketing

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

German Edition available
This Page has been visited
times since Febuary 1998.

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."


When Big Companies Sponsor Stuff, Does It Work? - New York Magazine
18 May 2015 - Jessie

This story addresses the profitability of investments in sponsoring events, stadiums, and teams. It draws upon evidence in Chapter 4 of Persuasive Advertising. Interestingly, in helping on this story, I learned from an Associated Press story by Anthony McCartney on January 15, 2011, that “Studies commissioned by the United States Postal Service estimated the agency received at least three times the value of the $32 million spent sponsoring Lance Armstrong's cycling teams during their heyday.” This contrasts sharply with the estimate by the independent US Inspector General estimated that incr[...]

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Alain Elkann's Interview of Scott Armstrong
18 Apr 2015 - Jessie

Alain Elkann interviews famous people. The three listed in his interview directory under the letter B, for example, are Ban Ki-Moon, Bianca Jagger, and Brigitte Bardot. During his current visit to the University of Pennsylvania, Alain interviewed the founder of the site, J. Scott Armstrong.

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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

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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