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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."
A free version of the paper is now available
A free version of the paper Predictive Validity of Evidence-Based Persuasion Principles: An Application of the Index Method is now available for downloading. The study offers an empirical tool to predict the effectiveness of advertisements. If you would like to practice and get feedback from experts. Please use the training module here.Read More
Principle - 1.3.1 Provide information that customers need.
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.
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): email@example.com