Advertising Principles - Evidence-based principles

Revised “Self-certification Report" posted

I recently reviewed some self-certification reports by Wharton students. Most failed with respect to persuasion. The claims were unbelievable because there was no support for them. This update provides reminders on how and where support is needed. In addition, do not exaggerate or you will lose all credibility. Simply provide the facts and let them speak for you. In addition, it would help if you would use an oath or a set of standards that you followed in preparing the self-certification—and inform the reader that you have done so.

Scott Armstrong

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