Journal article

Generalisability of advertising persuasion principles

11 Dec 2015
Description

Advertising is becoming more accountable. Creative decisions, though, remain very difficult to justify. Armstrong’s (2010) evidence-based persuasion principles are a landmark effort to bring together evidence to support creative decisions. In this invited commentary, we ask: “What does this test of the Persuasion Principles Index (PPI), and by association the persuasion principles themselves, reveal about the big, wide world of advertising effects?” Our conclusion is: “Less than we would like”.

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DOI: 
10.1108/EJM-12-2015-0842
Published year only: 
2015
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