Advertising Principles - Evidence-based principles
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Media Selection Tools PDF   E-mail
A revised section was posted on “How to analyze media selection” under Media Planning. The primary news here is the use of Wright’s Rule. Published in 2009 in the Journal of Advertising Research, this is a major contribution to the field. It provides a simple procedure for estimating the how much a firm should spend on advertising a given product. The procedure can be used even for new products.
 

Principle of the day:

7.5.3 Be cautious in using a personal tone

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

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