We welcome comparative ads that might be used to provide further testing and development of advertising principles. In addition, this depository is available for researchers to provide details about the data and methods used in their publications so as to encourage others to extend their research.

Analyses of Which Ad Pulled Best (WAPB) ads

These files contain the codings for the variables tested in the WAPB analyses along with their recall scores. The findings from these analyses were reported in Armstrong, J. Scott (2010), Persuasive Advertising, and in J. Scott Armstrong and Sandeep Patnaik (2009), Using Quasi-experimental Data to Develop Principles for Persuasive Advertising, Journal of Advertising Research, 49, No.2, 170-175.

Print ads used in quasi-experimental research

Print ads presented in Which Ad Pulled Best (WAPB) ads are shown here. These ads were provided thanks to Scott Purvis and Sandeep Patniak, and to Gallup and Robinson.

WAPB 4 Ads
WAPB 5 Ads
WAPB 6 Ads
WAPB 7Ads
WAPB 8 Ads
WAPB 9 Ads