Advertising Principles - Evidence-based principles
Cialis
Educational Materials PDF   E-mail



If you find these materials useful,
please consider a donation
to support this website.

For information on supporting
the site with a donation, click here

 

Lecture  Slides

Scott Armstrong has provided the lecture slides he uses to teach the lessons in his book Persuasive Advertising. He has been developing the slides over the past few years and uses them for lectures on specific topics as well as for the one-semester advertising course he teaches at The Wharton School.

Self-learners are welcome to use them. The best procedure is to use them and to try to come up with your own answers before you read each section of Persuasive Advertising. The lectures also provide links to tools, relevant commercials, print ads, and other sources.

Instructors are welcome to use them – and modify them – as they see fit. They can be downloaded in PPT or PPTX format. For reasons of fairness, please leave the byline on the first slide: “Adapted from J. Scott Armstrong for use in lectures related to Persuasive Advertising.”


Lectures on Persuasive Advertising
Introduction
Creativity
Conditions (Objectives, Product & Target Market)


Principles
1: Information
2: Influence
3: Emotion
4: Mere Exposure
5: Resistance
6: Acceptance
7: Message
8: Attention
9: Still Media
10: Motion and Sound

Media Allocation

Lectures on Special Topics
Copy Testing
Gardenburgers 9
House Ads
Select Agency


Exercises

 

Possible Course Outline

Here is a 27 session outline, each session targeted to 80 minutes. Designed for one semester course using Persuasive Advertising.
The outline is also provided for a Word download so that instructors can modify it as they see fit.

Learning by Objectives

  • Skill Rating Sheet (PDF and Excel version) - a chart to rate mastery of techniques and concepts relevant to advertising.
  • Techniques and Concepts for Advertising
  • Mastery Chart for Advertising (PDF and Excel version) - a chart to rate mastery of techniques and concepts relevant to advertising; as described in the item above.
  • Applications Chart (PDF)



If you find these materials useful,
please consider a donation
to support this website.

Commercials that illustrate Advertising Principles

Click on the video title for a larger size video or right click and save as url link. For full-screen, click the black box next to the volume control.

Principle - 2.2.1 Show that the product is widely used - violates
Title - Reebok UBU - 1:00

Principle - 2.2.2 Focus on individuals similar to the target market - supports
Title - Whose is this - 1:17

Principle - 2.4.1. Attribute favorable behavior or traits to the target market - supports
Apple 1984 - 8:14

Principle - 2.5.1 Associate products with things that are favorable and relevant to the product - violates
Title - 101 year-old grandma - 0:29

Principle - 2.5.1 Associate products with things that are favorable and relevant to the product - supports
Title - Norway Tram - 0:44

Principle - 2.5.1 Associate products with things that are favorable and relevant to the product - violates
Title - Herb the nerd - 0:31

Principle - 2.1.2, 2.2.1, 2.5.1, 2.6.1 Influence principles - supports
Title - Waste Management - 7:49

Principle - 3.2.1 Sign an ethical standards statement for each ad - violates
Title - Volvo safety - 0:28

Principle - 3.6.1 Provoke customers only when it attracts attention to a selling point - supports
Title - Gun amnesty - 0:48

Principle - 3.6.1 Provoke customers only when it attracts attention to a selling point - supports
Title - Bungee jumpers - 0:56

Principle - 5.5.1 Make the brand or company name prominent if it conveys a good image - supports
Title - Mystery Ad- 1:02

Principle - 5.10.1 Use positive innuendoes when there is some basis - supports
Title - Volkswagen snowplow - 1:00

Principle - 6.1.1 Describe a problem and show how the product solves it - supports
Title - Alaska Airlines - 0:30

Principle - 6.8.1 Use comparative advertising for brands that have clear comparative benefits and a small market share - violates
Title - Pepsi-coke science - 0:45

Principle - 6.8.1 Use comparative advertising for brands that have clear comparative benefits and a small market share - supports
Title - Vista vs. Mac - 0:32

Principle - 6.9.1 Consider negative advertising when there is only one major alternative to your brand, and it has serious shortcomings - supports
Title - Apple - Trust me - Vista - 0:30

Principle - 6.9.2 Attack ads should employ objective information, not emotion - violates
Title - Lemmings - 1:03

Principle - 7.10.1 Illustrations should support the basic message - supports
Title - Jeep - go anywhere - 0:30

Principle - 8.8.1 Consider using humor for well-known, low-involvement products - supports
Title - Pepsi date - 1:17

Principle - 8.8.1 Consider using humor for well-known, low-involvement products - supports
Title - Bud-wiser frogs - 0:28

Principle - 8.8.1 Consider using humor for well-known, low-involvement products - violates
Title - Isuzu - 0:29

Principle - 8.8.1 Consider using humor for well-known, low-involvement products - supports
Title - Wendy's daywear - 1:00

Principle - 8.8.1 Consider using humor for well-known, low-involvement products - supports
Title - Where's the beef - 0:30

Principle - 8.8.1 Consider using humor for well-known, low-involvement products - violates
Title - Norway Dagbladet - 0:44

Principle - 8.8.1 Consider using humor for well-known, low-involvement products - supports
Title - Pepsi-Coke diner- 0:59

Principle - 8.8.2 Consider humor for high-involvement products only if relevant to a simple argument - supports
Title - Ikea - 0:36

Principle - 8.8.2 Consider humor for high-involvement products only if relevant to a simple argument - violates
Title - Flight instructor - 0:48

Principle - 8.9.1 Use sex only when it has relevance to the product - violates
Title - Miller cat fight - 1:06

Principle - 10.1.2 Emphasize the product or message - violates
Title - Infiniti birds - 0:30

Principle - 10.1.4 Use short “supers” to reinforce key points - supports
Title - Subaru autos - 1:01

Media Allocation - supports
Title - Gardenburgers - 0:29

 

 

 

Website Design

 

For information on supporting the site with a donation, click here
 

Principle of the day:

7.5.3 Be cautious in using a personal tone

Test your
advertising IQ

A complete description of the principles has been published in Persuasive Advertising, June 2010.

Translation tool
© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved. Web Design by Zoe Communications Ltd.

Visitors Counter, Since 14th April 2010 mod_vvisit_countermod_vvisit_countermod_vvisit_countermod_vvisit_countermod_vvisit_countermod_vvisit_countermod_vvisit_countermod_vvisit_counter
This site is directed by J. Scott Armstrong.