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Advertising Principles NewsAims: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."
Predictive Validity of Evidence-Based Persuasion Principles updated
See the revised working paper (version 328) in this section. Read More
How to Select an Ad Agency: An Evidence-based Approach
How to Select an Ad Agency: An Evidence-based Approach The new software for how to select an ad agency provides (1) simplified instructions, (2) a better description of the scale, (3) space to record the reasons for each individual’s ratings, and (4) assistance for combining ratings across up to five raters. In our tests, in addition to being easier to use, the new software leads to substantially more useful ratings as to how well an advertising campaign proposal adheres to evidence-based procedures, and what steps can be taken to improve the proposal. It follows an < [ ... ] Read MoreDaily CommercialPrinciple - 8.8.1. Consider using humor for well-known, low-involvement products. - Complies Loading the player...
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 |
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