Advertising Principles - Evidence-based principles
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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."


Alain Elkann's Interview of Scott Armstrong
18 Apr 2015 - Jessie

Alain Elkann interviews famous people. The three listed in his interview directory under the letter B, for example, are Ban Ki-Moon, Bianca Jagger, and Brigitte Bardot. During his current visit to the University of Pennsylvania, Alain interviewed the founder of the site, J. Scott Armstrong.

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Important checklists listed on the top menu bar
12 Apr 2015 - Jessie

We have re-designed the homepage. The primary change is to provide quick access to the most frequently used checklists (and software) listed horizontally on the top menu bar. We believe that these “evidence-based checklists” provide the most effective way to use the research findings on persuasion. (For evidence on the effectiveness of checklists, see Why you should use checklists when you create advertisements.)

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Daily Commercial

Principle - 3.6.1 Provoke customers only when it attracts attention to a selling point. - Complies
Berkeley Bake Sale - 2:03

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

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):


© Copyright J. Scott Armstrong and Kesten C. Green. All rights are reserved. Web Design by Zoe Communications Ltd.