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."

News still number one
29 Jul 2015 - Jessie

After winning the Merlot Award as the "Best Internet Site in Business Education” in 2004, it has continued as the number one site for “Advertising.” Currently there are 267 sites in that category.

Read More
New Design for
06 Jul 2015 - Jessie

We have spent the past three months on redesigning The basic aim was to make it easier to apply evidence-based persuasion principles. Knowledge is not sufficient: Humans cannot apply evidence-based knowledge about complex problem by using their unaided judgment. They must use proper tools—which means checklists (or software that is based on a checklist). Thus, the new design features the major checklists for persuasive advertising along the top menu bar.

In addition, we developed a simpler dictionary, made it easier for you to reach us, improved the organization, reduced the length of most pages, and repaired links.

Read More

Daily Commercial

Principle - 61.1. Describe a problem and show how the product solves it. - Complies
Alaska Airlines - 0:30

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:

6.9.1 Consider negative advertising when there is only one major alternative to your brand, that brand has serious shortcomings, and industry demand is not a key factor

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):


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