Advertising Principles - Evidence-based principles

All 17 lectures on were revised

We spent about 160 hours this summer to improve all of the lectures. The major changes were to:
1. Develop “experiential lectures” These involve asking people to do their best to solve a problem, and then revealing the experimental evidence on ways to solve the problem.
2. Ensure that all are stand-alone lectures. Thus, a practitioner with a given need can use a single lecture (such as “creativity” or “testing ads”). Lecturers can use a lecture on a given topic (such as “resistance to change ” or “media selection”).
3. Develop an Internet-based Excel program, the “Persuasion Principles Checklist for Creating Advertisements,” to guide learners in creating persuasive advertisements.

4. Link each lecture to end-of-chapter questions.
5. Include new findings on persuasion. We added more examples of commercials and print ads that demonstrate good applications (or violations) of persuasion principles and more links to research studies so they are easily available to support the design. Finally, we fixed broken links and clarified the writing. The lectures are here. They can easily be modified to suit the needs of instructors.

Nicole Laczewski, Jessie Du, and J. Scott Armstrong

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