Evidence-Based Advertising


An updated advertisingprinciples Web site is now live

What is Evidence-based Advertising?

The new FAQ for advertisingprinciples.com explains evidence-based advertising. Progress in advertising is dependent upon the development of evidence-based principles. The principles described on this site are based on thousands of experimental studies conducted over the past century. In my opinion, the adoption of evidence-based principles is inevitable—but overcoming opposition to some principles will take some time.

 The AdPrin.com FAQ addresses 35 questions about evidence-based advertising and provides links to key resources and evidence. To add an historical perspective, it contains a belated letter to John Wanamaker.  

The site is a free resource for advertisers, researchers, faculty, and students. Feel free to borrow ideas from this site. Also, to illustrate principles, it contains a collection of commercials, some of which I find addictive to watch, such as this one.

Please send suggestions to me on ways to improve the site.

J. Scott Armstrong
Wharton School, JMHH 747
U. of Pennsylvania, Phila., PA 19104
Home Phone 610-622-6480