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."


Revisions on the Checklist for Advertising Proposals
01 Nov 2015 - Jessie

The “Checklist for Rating Advertising Proposal” has been revised. A more sensible rating scale has been used (0 to 10) and some changes were made to improve clarity and to fix a link. This checklist remains at the right-hand side of the top menu bar on the homepage, and the button has been shortened to read: “Rating Ad Proposals.”

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Free Internet Course on Advertising now available on
12 Sep 2015 - Jessie

The syllabus is adapted from that used by Professor specified, you should be better able to design and evaluate persuasive advertising campaigns than would most practitioners with many years of experience. The reason is that this course uses evidence-based principles. For proof, see  here.

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Daily Commercial

Principle - 10.1.4. Use short "supers" to reinforce key points. - Violates
Subaru autos - 1:01

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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:

Today's Exercise
For more short exercises click here


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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