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Advertising Principles News
Professor Armstrong's letter to John Wanamaker
In a letter to John Wannamaker, Scott Armstrong explains how research over the past century has finally been able to answer Wanamaker's questions about which half of his advertising budget is being wasted --- well almost half of the waste. See his letterRead More
“AdPrin Audit” becomes “Persuasion Principles Audit”
We now use the term Persuasion Principles Audit because it is more descriptive. The term AdPrin Audit implied that it covered all areas of advertising, which is not so (e.g., it does not cover media allocation). Also, some people argue that advertising has objectives that go beyond persuasion. The Persuasion Principles Audit applies not only to all types of advertising, but to most types of persuasion such as mass communication, resumes, interpersonal communication, speeches, and oral and written management reports. Consistent with this change, the AdvertisingPrinciples Index (API) has been replaced by the term PersuasionPrinciplesIndex (PPI). The Persuasion Principles Audit is mid-way down the right-hand menu.Read More
Commercial Illustrating a Principle
Principle - 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. Pass this commercial along to someone who might be interested.
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