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
2118750
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."

News

Advertising Books
29 Jun 2015 - Jessie

Read our books related to advertising principles. The books are listed alphabetically and the asterisks denote what Professor Armstrong believe to be the most useful books. 

Jessie

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Suggestions function repaired
09 Jun 2015 - Jessie

We have fixed the Suggestions function on our website. Now you can send us suggestions for improvement through clicking on the button on the left side.

Jessie 

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Daily Commercial


Principle - 5.10.1. Use positive innuendoes when there is some basis. - Complies
Volkswagen snowplow - 1:00

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.

 


 

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): ruidu@gse.upenn.edu

Objectives

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