Advertising Principles - Evidence-based principles

This Page has been visited
1784802
times since Febuary 1998.

Advertising Principles News


“House Ad Project” added for classes or self-directed learners
21 Jul 2014 - Scott Armstrong

The “House Ad” is an integrative project for in-residence training or for self-learners. It allows learners to demonstrate applications of principles and techniques for creating advertisements. This format can be used for any product or service. It is described here.

Read More
Persuasion Principles Checklist for Creating Advertisements introduced
14 Jul 2014 - Jessie

Rui Du (Jessie) has developed the “Persuasion Principles Checklist for Creating Advertisements”. This creativity aid uses all 195 advertising principles summarized in Armstrong (2010). Check the Beta version here. It cannot be rushed. Use the Checklist when you are well rested. Use short work sessions and allow calendar time to reflect on the process. The checklist is provided online, so it is more convenient to use. For example it can be used on tablet computers.

Read More

Commercial Illustrating a Principle

Principle - 8.8.1. Consider using humor for well-known, low-involvement products. - Complies
Pepsi date - 1:17

Loading the player...


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:

10.4.1 Use rapid speech for simple messages about low-involvement products

New to the site?
If so, we suggest starting with "About AdPrin" and "FAQ"

Today's Exercise


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): ruidu@gse.upenn.edu

Objectives

© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved. Web Design by Zoe Communications Ltd.