Advertising Principles - Evidence-based principles

News: Are ads that follow evidence-based principles more effective?

The predictive validity of a persuasion principles index was tested using 96 pairs of print advertisements and associated Glossary Link recall data. Predictions based on ratings by 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 Persuasion Principles: An Application of the Index Method.”


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