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

Chinese Version available

Directors was created by Professor Armstrong in 1999.


J. Scott Armstrong

Professor Armstrong has been on the Wharton School, University of Pennsylvania faculty since 1968, the same year he received his PhD in Management from the Massachusetts Institute of Technology. He also has an MS in Industrial Administration from Carnegie Mellon University, and BS and BA degrees in Industrial Engineering and Applied Science from Lehigh University.

 Dr. Armstrong has had 24 international visiting appointments at 17 universities. These include 18 months at the Stockholm School of Economics in 1974-5 and one year at IMD in Lausanne, Switzerland during 1980-81. In addition, he has given over 110 invited lectures at universities in 28 countries outside the U.S.

Along with Persuasive Advertising, Professor Armstrong has published Long-Range Forecasting (1978, 1985) and Principles of Forecasting (2001).

He has also published more than 150 research papers in academic journals. He regards his most recent paper, “Predictive Validity of Evidence-based Persuasion Principles,” to be one of his best.

He also founded the site. It received MERLOT’s 2004 award as the “Best Internet Site in Business Education.” Updated frequently, it is currently ranked first among the 260 advertising sites reviewed by MERLOT.

In 1989, Dr. Armstrong was ranked 15th among marketing professors in the U.S. based on an index using peer ratings, citations, and publications. In 2000, he was awarded the “Distinguished Scholar Award” by the Society for Marketing Advances. In 2007, he was included among the "55 of the Hottest, Smartest, Most Talked About College Professors."In 2010, he was named one of the “25 Most Famous College Professors Teaching Today.” And most recently, in 2016, he was selected to present the inaugural lecture for the “Armstrong Brilliance in Research in Marketing Award” at the Global Marketing Conference, Hong Kong.

For more on his career, as well as access to all his papers, see



Dr Kesten C. Green  Senior Research Associate Ehrenberg-Bass Institute, University of South Australia Business School, is a leading forecasting researcher and is co-Director of the and Internet sites. Kesten has developed new and better forecasting methods, and has published on advertising, strategy, and public policy issues affecting businesses in, inter alia, the International Journal of Forecasting, Journal of Business Research, and Journal of Public Policy & Marketing. Kesten's research features as one of ten "iconic studies relevant for research in marketing" in a special issue of Journal of Global Scholars of Marketing Science, hereHe was previously a founder and director of four businesses, including a market research firm.

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