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."


The Chinese edition of Persuasive Advertising: Evidence-based Principles has been published
03 Dec 2016 - Jessie

The Chinese edition of Persuasive Advertising: Evidence-based Principles has been published by the Commercial Press of China, and is on sale at A team of four advertising professors from the U.S., Australia and China and its editors spent three years sculpting its English content into its Chinese counterpart. Its original author [ ... ]

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Award for J. Scott Armstrong
10 Oct 2016 - Jessie

A new award was established by the Global Alliance of Marketing and Management Associations to recognize Scott Armstrong’s contributions to marketing. It is called the “Armstrong Brilliance in Research in Marketing Award”. 

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Daily Commercial

Principle - 3.5.1. Consider a threat related to likely or severe consequences that can be avoided. - Complies
Lyndon Johnson's Daisy - 1:02

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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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