Advertising Principles Updated
Introduction
The advertising lectures on AdPrin.com have been revised
We spent approximately 160 hours this summer to improve the 17 advertising lectures. The major changes were to:
- 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 it.
- 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”).
- Develop an Internet-based Excel program, the “Persuasion Principles Checklist for Creating Advertisements,” to guide learners in creating persuasive advertisements.
- Link each lecture to end-of-chapter questions.
- Include new findings on persuasion.
Also, we added more examples of advertisements that demonstrate good applications (or violations) of persuasion principles. They are in Word so they can easily be modified to suit the needs of instructors. The lectures are here. Suggestions are welcome.
Nicole Laczewski, Jessie Du, and J. Scott Armstrong