Advertising Principles - Evidence-based principles

Are ads that follow evidence-based principles more effective?

The predictive validity of an advertising principles index was tested using 96 pairs of print advertisements and associated Glossary Link recall data. Predictions based on ratings of self-trained novices were correct for 73% of the pairs, which is substantially better than guessing (50%). Predictions from unaided judgment by advertising experts (n=96) were correct for 55% of the pairs. Details are provided in the paper “Predictive Validity of Evidence-Based Advertising Principles: An Application of the Index Method.”


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