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Advertising Principles News
Further evidence on the effects of clarity on persuasion
"Use simple prose for high-involvement products with strong arguments”(Persuasion Principle 7.2.1.). If you do not have strong arguments, the corollary is: “If you are an expert and have nothing to say, say it without clarity.” As you will see, this is a powerful principle.Read More
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 letter
Commercial Illustrating a Principle
Principle - 2.5.1. Associate products with things that are favorable and relevant to the product - Violates
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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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