Advertising Principles - Evidence-based principles


Finalist for AMA’s 2011 Best Book in Marketing


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

German Edition available
This Page has been visited
2120778
times since Febuary 1998.

Advertising Principles


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."

News

Suggestions function repaired
09 Jun 2015 - Jessie

We have fixed the Suggestions function on our website. Now you can send us suggestions for improvement through clicking on the button on the left side.

Jessie 

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Suggestions function down
02 Jun 2015 - Jessie

The Suggestions function on this site is temporarily down. If you have any suggestions for improvement for the site, please send them to Scott Armstrong at: armstrong@wharton.upenn.edu

Jessie

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Daily Commercial


Principle - 61.1. Describe a problem and show how the product solves it. - Complies
Alaska Airlines - 0:30

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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:

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

Today's Exercise
For more short exercises click here

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): ruidu@gse.upenn.edu

Objectives

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