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


The Wharton School provided initial funding for the site. The Ehrenberg-Bass Institute at the University of South Australia currently provides partial support. To date, all royalties from the Persuasive Advertising book have been used to support this site, as have funds from Scott Armstrong’s research budget and his personal donations.

The Wharton School Marketing Department IT staff provides assistance as this site is used for advertising courses at Wharton. Kesten C. Green and I volunteer our time.

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