Advertising Principles - Evidence-based principles

Armstrong’s Index revised in new AdPrin Audit (Beta R2 Version)

Armstrong’s Index (AI) now calculates two sub-indexes, one for Strategy and one for Tactics. These are then averaged to get the AI score, which shows how well the principles were applied. Thus, 100% would say that the ad did the best that could be done with the principles that were used. An AI of -100% would say that it violated all of the principles that were used. In addition, we added clarity to the instructions and conditions. Finally, we linked to ads that demonstrate how the principles can be used – or violated. We welcome suggestions on how to make the AdPrinAudit software easier to use.


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