Objectives

Advertisingprinciples.com, also referred to as AdPrin, provide all useful knowledge about persuasion through advertising as a set of evidence-based principles. The principles draw upon typical practice, expert opinion, factual evidence, and empirical studies.

The principles are condition-action statements. That is, they specify what should be done in each type of situation. As a result, ads that follow the principles are expected to be more persuasive.

A full description of the evidence is being prepared by Scott Armstrong; this book, Persuasive Advertising ,  will be published by Palgrave Macmillan  in 2008.

The principles can be used to:

• aid creativity in developing advertising campaigns
• evaluate ads to determine which ad is most effective
• show what actions can be taken to improve the ads

The AdPrin web site is provided as a public service for:

• Advertisers
• Advertising agencies
• Students
• Researchers

Open Source Philosophy

Please send news, suggestions, relevant information, or useful links to J. Scott Armstrong.


Persuasive Advertising

J. Scott Armstrong's Persuasive Advertising is an evidence-based approach for developing advertisements. It is forthcoming from Palgrave Macmillan, with a planned introduction in 2008. Scott has been working on this project since 1994.



Awards

This site received a MERLOT Award for Exemplary Online Learning Resources as "Best Internet Site in Business Education for 2004.


If you would like to view this page as a separate html file, Click Here