Advertising Principles - Evidence-based principles

Media Planning

Media Selection


Media Costs


Useful Media Sites

  • AdMedia - A directory of Internet advertising sites including searchable advertising directories, advertising research sites, advertising organizations, advertising schools, and resources for the planning, development, and management of Internet advertisements.


Principle of the day:

10.1.3 If believability is important, show the spokesperson on-screen

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Today's Exercise
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Finalist for AMA’s 2011 Best Book in Marketing


A complete description of the principles has
been published in Persuasive Advertising

German Edition available

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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): ruidu@gse.upenn.edu

Objectives

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