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Evidence-based advertising using persuasion principles

Evidence-based advertising using persuasion principles Purpose – The purpose of this paper is to provide commentary on Armstrong, Du, Green and Graefe’s (this issue) article. Design/methodology/approach – The paper is based on reading and thinking about Armstrong et al. ’s article. Findings – One appealing way that advertising practice can be evidence-based is by applying dependable generalizations about what makes for effective ads. Armstrong et al. ’s article offers data concerning the application of Armstrong’s persuasive advertising: Evidence-Based Principles (2010) persuasion principles. The article does not provide convincing evidence for the predictive validity of the principles, but it does offer a clear proof-of-concept demonstration of the feasibility of principles-based advertising assessment. Originality/value – The paper’s value lies in its clarification of what claims Armstrong et al. ’s data do and do not underwrite. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Evidence-based advertising using persuasion principles

O'Keefe, Daniel
European Journal of Marketing , Volume 50 (1/2): 7 – Feb 8, 2016
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0309-0566
DOI
10.1108/EJM-11-2015-0801
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to provide commentary on Armstrong, Du, Green and Graefe’s (this issue) article. Design/methodology/approach – The paper is based on reading and thinking about Armstrong et al. ’s article. Findings – One appealing way that advertising practice can be evidence-based is by applying dependable generalizations about what makes for effective ads. Armstrong et al. ’s article offers data concerning the application of Armstrong’s persuasive advertising: Evidence-Based Principles (2010) persuasion principles. The article does not provide convincing evidence for the predictive validity of the principles, but it does offer a clear proof-of-concept demonstration of the feasibility of principles-based advertising assessment. Originality/value – The paper’s value lies in its clarification of what claims Armstrong et al. ’s data do and do not underwrite.

Journal

European Journal of Marketing – Emerald Publishing

Published: Feb 8, 2016

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