Advertising Principles - Evidence-based principles

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times since Febuary 1998.

Advertising Principles News

New advertising course outline posted
15 Aug 2014 - Scott Armstrong

Much time was spent over the summer to develop an improved course outline for advertising (28 sessions of 80 minutes). It is in Word so Instructors can modify it for their own use. Self-learners can use it at their own pace. For an average learner, the course should take 126 hours. Self-learners can do exactly the same course as students at the Wharton School–at no cost. Research has shown that

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All 17 lectures on were revised
12 Aug 2014 - Jessie

We spent about 160 hours this summer to improve all of the lectures. The major changes were to:
1. Develop “experiential lectures” These involve asking people to do their best to solve a problem, and then revealing the experimental evidence on ways to solve the problem.
2. Ensure that all are stand-alone lectures. Thus, a practitioner with a given need can use a single lecture (such as “creativity” or “testing ads”). Lecturers can use a lecture on a given topic (such as “resistance to change ” or “media selection”).
3. Develop an Internet-based Excel program, the “Persuasion Principles Checklist for Creating Advertisements,” to guide learners in creating persuasive advertisements.

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Commercial Illustrating a Principle

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

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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.



An appeal from J. Scott Armstrong

If you find this site useful in your role as a practitioner, educator, or researcher, please consider purchasing Persuasive Advertising. To date, all of the royalties have gone towards improvements of this not-for-profit site. (See funding)

Principle of the day:

1.4.7 Consider separating payments from benefits- if the payments are completed before the benefits end

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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):


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