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
This Page has been visited
4661590
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."

News

Persuasive advertising is welcomed in China
16 Jan 2019 - Super User

Persuasive advertising: Evidence-based Principles was published in Chinese in 2016. It has had a favorable reception. As of early January 2019, there have been 364 reviews by readers on Dangdang (similar to Amazon); Of these 363 were “Excellent.”
In contrast, while all of the ratings of the book on Amazon were also at the highest level, there were only 11 reviews by readers. This says a lot about the quality of the translation. Might it be better than the original?

Read More

Daily Commercial


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:

6.10.1 Respond to negative claims that are or might become widely known

Today's Exercise

About AdPrin.com

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 Jessie Du : ruidu@hawaii.edu

Objectives

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