Evidence-based advertising using persuasion principles: Predictive validity and proof of concept
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.
Keywords
Citation
O'Keefe, D. (2016), "Evidence-based advertising using persuasion principles: Predictive validity and proof of concept", European Journal of Marketing, Vol. 50 No. 1/2, pp. 294-300. https://doi.org/10.1108/EJM-11-2015-0801
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited