Advertising Principles - Evidence-based principles
|
Advertising Links
|
Adprin News15/05/2013 by Super User “Commercial Illustrating a Principle” has been added
Most of these commercials illustrate an excellent application of a single principle, while some illustrate a serious violation. In making these... 19/03/2013 by Scott Armstrong The Books on Advertising page now provides links to all books. In addition, the sections are now easier to access. These allow you to get a further description and to see the reviews. If we have omitted... 06/03/2013 by Scott Armstrong New section added on Essays added to Contributions page: Includes Wanamaker Letter, Advice to 2014 Super Bowl Advertisers, and this new essay on distraction.
Distraction in AdvertisingDistraction is... 18/02/2013 by Scott Armstrong As I watched the Super Bowl last week, I imagined what the great advertisers would have said. I think they would have offered the following advice:
1. Do not try to be creative.
2. Focus on... 24/01/2013 by Scott Armstrong The new FAQ is more comprehensive with 35 questions (versus the previous 21) and more links to key resources. To add an historical perspective, it contains a “recent letter” to John Wanamaker. 17/01/2013 by Scott Armstrong All of the lectures are now up-to-date. This includes more examples of commercials, and more experiential exercises. Please let me know of any existing problems, and please contribute more commercials and... 09/01/2013 by Scott Armstrong The ten lectures from the "Introduction" through “Attention” have been updated. We:
1. added new evidence beyond that in Persuasive Advertising,
2. provided more links to research sources,
3. fixed... 02/01/2013 by Kesten Green Evidence on the Effects of Mandatory Disclaimers in Advertising was published along with commentaries. These results are counter-intuitive to most people—mandatory disclaimers are harmful to buyers.... 01/01/2013 by Kesten Green Our new site has survived the malware issue, and traffic has surged to its highest level. In late December of 2012, the site passed the one million mark in visits. We plan many new improvements. We... 17/12/2012 by Scott Armstrong This AdPrin site is now on a new platform. AdPrin.com has been attacked, by a person or persons unknown to us, over the past few weeks. Thanks for the messages that some of you had sent to tell us about... 07/11/2012 by Scott Armstrong Thanks to a six-week effort by Rui Du, the AdPrin Audit now allows for weighted scores. The weights, applied to each principle, are based on three sources: 1) the coder’s judgment that a principle is... 23/10/2012 by Scott Armstrong In a survey of 110 Stanford undergraduates, 86% admitted they made their writing more complex so as to appear to be more intelligent. Two-thirds admitted to using a thesaurus to increase complexity. Is... 09/10/2012 by Scott Armstrong Experts have long questioned the need for expensive ads. Ogilvy said, “I have no research to prove it, but I suspect that there is a negative relationship between the money spent on commercials and their... 07/10/2012 by Scott Armstrong We provide a summary of the ways to evaluate advertisements. As part of this, we stress the need to avoid being over-confident, and provide the letter-F test to demonstrate this point.... 14/08/2012 by Scott Armstrong
A new lecture on Target Market Research has been added and the Copy Testing lecture has been improved substantially. Please send suggestions for improvements in these lectures to Scott... 31/07/2012 by Scott Armstrong “Evidence-based Advertising” J. S. Armstrong, International Journal of Advertising (2011) along with a review of that paper published in Social Business by Michael Baker in 2012. See New... 24/07/2012 by Scott Armstrong We recruited novices in advertising, presented them with 78 pairs of print ads matched for product, brand, and media, and asked them to pick which ad in each pair was more effective. The novices did... 05/07/2012 by Scott Armstrong Advertisers often use disclosures because they are beneficial for their customers and themselves. Interestingly, then, a review of evidence on government-mandated disclosures found harmful effects. Such... 19/04/2012 by Kat Are you good at identifying effective ads? Test your skill for these ten pairs of ads. Challenge your friends.
28/03/2012 by Kat New versions of the AdPrin Audit have been created. They include the “Report Writer” programmed by Arry Tanusondjaja at the University of South Australia. The Report Writer can be used as an appendix... 12/03/2012 by Kat Revised lecture slides have been posted after receiving feedback. Dead links have been repaired, clarifications have been made, while exercises and new commercials have been added.
05/03/2012 by Kat We continue to receive commercials to add to the site. This one arrived in time for St. Patrick's Day
11/02/2012 by Kat We are putting the final touches to a paper that examines experimental evidence on the effectiveness of mandatory disclaimers (i.e., messages governments require be added to advertisements). To date, we... 01/02/2012 by Kat The commercials and still ads sections keep growing, so they are now on a separate page called “Ads Illustrating Principles.” It is located just under the “Creating Ads” page, consistent with Ogilvy’s... 16/01/2012 by Kat The second printing of Persuasive Advertising is out. It contains about 35 corrections. The good news is that almost all are cosmetic and relate to improved clarity. However, two references were missing.... 11/01/2012 by Kat
The AdPrin Lectures now include direct links to the relevant research on the principles. (I could not find links for a few papers, so suggestions are appreciated.) In addition, improvements were made in... 03/01/2012 by Kat The outline for Scott Armstrong’s course “Principles of Advertising” at the Wharton School has been updated for 2012. It has been generalized to make it easier for you to borrow anything you like.... 14/12/2011 by Kat The commentaries page has been reorganized to put the new evidence at the top of the page. The papers are tied directly to principles, such as the new working paper Evidence on the Effects of Mandatory... 24/11/2011 by Kat The Report Writer for the AdPrin Audit has been simplified. It provides a suggested format for your reports.
13/11/2011 by Kat
Many principles now contain links to good and poor applications.
Clarifications were made in the instructions to raters
Clarifications were made in some of the descriptions of the principles
A column... 03/11/2011 by Kat The “Techniques” section on the “Creating ads” page has been changed to “Tools and Techniques.” In addition, a new tool, “Movie maker” has been added.
01/11/2011 by Kat Persuasive Advertising was named as one of the finalists for the 2011 Berry-American Marketing Association’s 2011 award for the Best Books in Marketing.
14/10/2011 by Kat A German translation of Persuasive Advertising is now available. See in the bottom right-hand menu.
10/10/2011 by Kat We are involved in a redesign and update of the AdPrin site. The changes are already underway and you will see more over the next month or two. As part of this, we are removing Google Ads to simplify the... 04/10/2011 by Kat Persuasion Principle 3.6.1 says, “Provoke customers only when it attracts attention to a selling point.” In September 2011, a bake sale held at the University of California at Berkeley offered cupcakes at... 29/09/2011 by Kat The AdPrin Audit has been updated again. It now allows provides summaries to aid in the preparation of the final report. These summaries tell which principles were well applied, which were applied but... 15/09/2011 by Kat The Adprin Audit instructions have been simplified. In addition, a self-training module has been added. The training will take between one and two hours to complete. After that, you should be able to... 08/09/2011 by Kat Grace Li and I spent much time this summer to add 106 exercises to adprin.com. They cover evidence-based methods and techniques on a range of topics: creativity, problem solving, media analysis, and... 29/08/2011 by Kat All of the lecture slides have been updated. There is a substantial increase in the number of still ads, commercials, and webcasts as examples. In addition, improvements have been made in the writing and... 28/08/2011 by Kat Then new lectures contain a substantial increase in the number of visuals, still ads, commercials, and webcasts. Improvements have been made in the writing and videos have been added to explain a few of... 03/08/2011 by Kat Twenty-nine new Still Ads have been added on the Educational Materials page. This brings the total number of ads to 95. We are also including more explanations along with the ads. Please continue to send... 19/07/2011 by Kat Armstrong’s Index (AI) now calculates two sub-indexes, one for Strategy and one for Tactics. These are then averaged to get the AI score, which shows how well the principles were applied. Thus, 100% would... 11/07/2011 by Kat Please send examples of webcasts to can be used to illustrate advertising principles and techniques. Two examples of webcasts were just posted on adprin.com under Commercials and Webcasts that... 17/06/2011 by Kat A new section, "Working Papers," has been added to the Commentaries page. Please submit papers relevant to advertising principles if you are looking to stake an early claim and/or if you are seeking peer... 13/06/2011 by Kat The section that was labeled as "Commercials that illustrate Advertising Principles” is now called “Commercials & webcasts that illustrate advertising principles” You might already have seen the... 08/06/2011 by Kat When creating ads, consider how much evidence there is to support a given principle. If there is substantial evidence, it is especially worthy of consideration and it is important to avoid violations. If... 30/05/2011 by Kat The “Evaluating Ad Proposals” page has been revised, with the new title “Evaluating Agencies and Proposals.” It contains more techniques and more descriptions.
18/05/2011 by Kat This new section is devoted to working papers, essays, summaries of new research, relevant evidence that had been overlooked, corrections, applications, and other materials related to evidence-based... 02/05/2011 by Kat A suggested outline for presenting an ad proposal has been posted. This is a first draft, so please end suggestions for improvements to Scott Armstrong 14/04/2011 by Kat Substantial changes have been made in all of the lectures. These include tripling the number of print ad examples, almost doubling the commercials, and adding six videos that demonstrate classic studies... 14/04/2011 by Kat The number of examples of print ads that comply with or violate the principles has been expanded from 24 to 72. In addition, commentary has been provided for the ads, old and new. As can be seen, early... 10/04/2011 by Kat We have added a new version of the AdPrinAudit,TM designated with as “R” for revised. It is in Beta Format currently. None of the changes will affect Armstrong’s Index. The advantages of the Revised... 07/03/2011 by Kat Thanks largely to your suggestions we continue to add commercials to the AdPrin.com site.
The latest group of ads includes 11 commercials and an 11-part coffee campaign (see principle 2.5.1). They... 27/02/2011 by Kat A new section Videos Related to Persuasion Principles has been added to the “Persuasion Principles” section. We think you will especially like the marshmallow study. We plan to add more videos. Please... 21/02/2011 by Kat
Improvements were made by organizing the questions into two blocks (true/false and multiple choice), eliminating vague questions, improving wording, reducing the number of pages, and adding more... 03/02/2011 by Kat
The lecture slides have been revised. We have have added notes to help instructors and provided more commercials and print ads to illustrate the principles.
We removed distracting information, deleted... 18/01/2011 by Kat Techniques for Advertising (formerly "Techniques and Concepts") had been updated. Please suggest additional evidence-base techniques.
19/11/2010 by Kat
Thanks to many suggestions from users, we have added content (such as a new Glossary and new sources of advertisements , made changes in organization, eliminated dead links, corrected language problems,... 11/11/2010 by Kat We have added a new page on Persuasion Principles. This includes the principles, which some readers had trouble locating on the “Creating Ads” pages. Next is “evidence,” a list of the references used in... 27/10/2010 by Kat For full-screen, click the black box next to the volume control.
Principle - 3.5.1 Consider a threat related to likely or severe consequences that can be avoided – Complies
Length - 0:31
22/10/2010 by Kat We have added a self-administered exercise to help people gain experience in the use of advertising principles for performing quick evaluations of advertisements. This exercise is designed for those who... 08/10/2010 by Kat A set of 92 multiple-choice questions has been added to the educational materials page. These are proposed primarily as an aid for learners. In addition, instructors can use them for a final exam. The... 05/10/2010 by Kat
The section on “Evaluating Campaign Proposals" has been restructured and revised. The primary change revolves around the use of Multiple Anonymous Authentic Dissent (MAAD). 20/09/2010 by Kat A set of 113 open-ended questions has been provided on the Educational Materials page. You can use the exams to guide your own learning. This is most effective if used to simulate a test.
If you are... 03/09/2010 by Kat 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... 16/08/2010 by Kat Due to an odd quirk, the Techniques and Concepts for Advertising page was 'hidden' for some time. It has now been unhidden. See the left-hand margin. 14/08/2010 by Kat Additional TV commercials have been added to the Educational Materials page. Also, the relevant principle is described as well as whether the commercial “follows” or “violates” the principle. Finally,... 02/08/2010 by Kat An Advertising FAQ has been posted on the site at long last. This is the Beta copy as we are seeking suggestions for new questions -- and better answers. Please contact Scott Armstrong. 31/05/2010 by Kat We would like to post comparative ads that might be used to provide further testing and development of advertising principles. In addition, we offer a depository for researchers to provide details... 25/05/2010 by Kat A convenient link to quotes about advertising by Bernbach, Ogilvy, and many others has been added to adprin.com 11/05/2010 by Kat The AdPrin audit has been improved thanks to feedback from a user. To focus on development it examines only one ad at a time. Pop-up explanations are provided for the columns and rows, and a column... 04/05/2010 by Kat See the "Principle of the day" in the right hand column. This draws upon the 194 principles from the Persuasive Advertising book, along with thumbnail descriptions. 30/04/2010 by Kat New checklists for oral presentations and written management reports were posted on the "Presenting Ad Proposals" page. They rely heavily on the evidence-based principles in the forthcoming Principles of... 23/04/2010 by Kat Details on Persuasive Advertising have been released. These include contents, endorsements, some principles, and a sample of pages. 13/04/2010 by Kat
For an insight to the real world of competing for advertising accounts, the classic account is Randall Rothenberg’s Where the suckers Moon: An Advertising Story. For a brief introduction see “Seducing... 16/03/2010 by Kat
After an incubation period of 16 years, Persuasive Advertising is scheduled for a release 7th July 2010 by Palgrave Macmillan. Here are the title page and Table of Contents.
26/01/2010 by Kat A section on Techniques for Avoiding Legal/Ethical Problems has been added. 21/01/2010 by Kat A checklist has been added to develop and nurture creativity in Advertising, click here 11/01/2010 by Kat You might want to check out a new link on our site, vintageadbrowser.com. It organizes ads by decade and product category. 22/12/2009 by Kat We have made available a Beta version of an auditing tool for assessing the effectiveness of an advertisement. It is called the AdPrinAudit and is located in the new section, “Evaluating Ads.” The Beta... 10/12/2009 by Kat
The headline exercise link was repaired. In addition, corrections were made and the exercise was updated to conform with the Persuasive Advertising book.
26/11/2009 by Kat A new improved checklist has been added to the site. It makes use of evidence from the forthcoming Persuasive Advertising book. As a result, some of the guidelines may be surprising to you. The guidelines... 21/11/2009 by Kesten Green Scott Armstrong proposes an approach to structuring an advertising campaign proposal. This is based on evidence that he has collected over the years on how to prepare a persuasive written proposal. This... 17/11/2009 by Kat 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... 04/11/2009 by Kat
A new section has been added to the Educational Materials section of AdPrin.com. It contains commercials that illustrate advertising principles. The commercials will be linked to specific advertising... 27/08/2009 by Kat
Suggestions for naming products or companies has been added to the site. Please make suggestions to Scott Armstrong on how to improve this process. (January 13, 2008)
Completed ongoing edits to the... |
Principle of the day:9.4.4 Consider blank line spacing between paragraphs for scanability |
© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved. Web Design by Zoe Communications Ltd.
New to the site?
If so, we suggest starting with "About Adprin" and "FAQ"