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

Chinese Version 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."


Daily Commercials fixed
16 Aug 2017 - Jessie

We have fixed a technical glitch with our Daily Commercials on the home page. Now the Daily Commercials can play on all major browsers and mobile sites. Also, we updated the commercials illustrate advertising principles. To improve your understanding of the principles, now you can watch sample advertisements either comply or violate the principles.

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Should Super Bowl Ads Emphasize their Brands—and follow other evidence-based principles?
22 Feb 2017 - Jessie

To gain attention, advertisers on the Super Bowl ignore many persuasion principles. Here are two examples:

Mystery Ads: Many companies used “mystery ads” in the Super Bowl. That is, they decided to conceal the name of their brand. About 90% of print ads by major brands regard their brand as a way to communicate useful information.

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Daily Commercial

Today's Commercial : Principle - 2.5.1 Associate products with things that are favorable and relevant to the product - Violates Title - 101 year-old grandma - 0:29

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 Jessie Du :


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