Advertising Principles - Evidence-based principles

This Page has been visited
times since Febuary 1998.

Advertising Principles News

Aims:This evidence-based site summarizes empirical research on how to develop persuasive communications and how to test their persuasiveness. It provides specific advice on what to do in what situations. It explains why the principles work and provides evidence on their effectiveness. For more on the aims, see "Welcome."


Dictionary repaired
19 Nov 2014 - Scott Armstrong

The Advertising Dictionary went bad. It has now been fixed, with enhanced functionality. The button is located at the top right of the homepage.

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Software revision for “How to Select an Advertising Agency”
27 Aug 2014 - Jessie

Improvements were made on the software for " How to Select an Advertising Agency”: (1) One-click access to descriptions for each criterion; (2) The software assists in summarizing ratings, (3) Default weights are provided for each criterion, but users can use equal weights or otherwise vary weights, (4) an Internet Excel sheet is used so it is more widely available (can also be used on tablets) and does not require user to have an Excel program. Please offer suggestions for this Beta version.

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Daily Commercial

Principle - 8.6.1. Attractive visuals. Coal: Real Fires: Dog, cat & mouse. - Complies (Described on PA 228)
Real Fires Advert - 0:21

For full-screen, click the black box next to the volume control

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:

6.9.1 Consider negative advertising when there is only one major alternative to your brand, that brand has serious shortcomings, and industry demand is not a key factor

New to the site?
If so, we suggest starting with "Welcome" and "FAQ"

Today's Exercise
For more short exercises click here

Finalist for AMA’s 2011 Best Book in Marketing

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

German Edition available

About AdPrin

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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