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Advertising PrinciplesAims: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
Persuasion Principles Checklist for Creating Advertisements updated
We have updated the Persuasion Principles Checklist for creating ads. The instructions were put into a separate pdf file for easy reference. The clarity of the checklist was also improved by dividing the instructions into more specific steps, improving the data presentation and by clarifying the explanations. Download here.Read More
Persuasion Principles Audit Report: Sample Format updated
We have updated the Persuasion Principles Audit: Sample Report. It now provides (1) a separate description of Persuasion Principles Index results and Copy Testing results, (2) a place to register raters' names, and (3) a better description of the findings. The updated version can be downloaded here. Read MoreDaily CommercialPrinciple - 5.10.1. Use positive innuendoes when there is some basis. - Complies 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 |
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 |
