Evidence-based advertising using persuasion principles: Predictive validity and proof of concept. Issue 1 (8th February 2016)

• Record Type: Journal Article
• Authors: O'Keefe, Daniel
• Is Part Of: European journal of marketing. Volume 50:Issue 1/2(2016)
• Page Start: 294
• Page End: 300
• Publication Date: 2016-02-08
• Subjects: Advertising -- Persuasion -- Generalization -- Evidence based; Marketing -- Periodicals; Consumer behavior -- Periodicals; 658.8
• DOI: 10.1108/EJM-11-2015-0801
• Languages: English
• ISSNs: 0309-0566

Abstract

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.