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."


Award for J. Scott Armstrong
10 Oct 2016 - Jessie

A new award was established by the Global Alliance of Marketing and Management Associations to recognize Scott Armstrong’s contributions to marketing. It is called the “Armstrong Brilliance in Research in Marketing Award”. Scott was invited to present the inaugural lecture in Hong Kong on July 22, 2016. His talk was “Read More

AdPrin lectures updated
24 Aug 2016 - Jessie

All of the AdPrin lectures have now been updated for the Fall 2016 semester.

Read More

Daily Commercial

Principle - 5.10.1. Use positive innuendoes when there is some basis. - Violates
Frog ad by Greenpeace - 1:19

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:

Today's Exercise


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):


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