Evidence-Based Advertising
Introduction
In this essay Scott Armstrong notes that advertising texts and practitioner handbooks ignore empirical evidence
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"Evidence-based Advertising” published in the International Journal of Advertising along with commentary by Carlson, Rossiter and Stewart
Extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge about advertising. This calls for laboratory, field, and quasi-experimental studies. Fortunately, much useful empirical research of this kind has been conducted on how to create persuasive advertisements. A literature review, conducted over 16 years, summarized knowledge from 687 sources that drew upon more than 3,000 studies. The review led to the development of 195 principles—condition-action statements for advertising. We were unable to find any of these principles in a convenience sample of nine advertising textbooks and three practitioner handbooks. The advice in these books ignored empirical evidence; of the more than 7,200 sources referenced in these books, only 30 overlapped with the 687 used to develop the persuasionprinciples. See
-J. Scott Armstrong
Wharton School
JMHH 747
U. of Pennsylvania, Phila., PA 19104
Home Phone 610-622-6480
armstrong@wharton.upenn.edu
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