To read this content please select one of the options below:

Evidence-based advertising using persuasion principles: Predictive validity and proof of concept

Daniel O'Keefe (Department of Communication Studies, Northwestern University, Evanston, Illinois, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 8 February 2016




The purpose of this paper is to provide commentary on Armstrong, Du, Green and Graefe’s (this issue) article.


The paper is based on reading and thinking about Armstrong et al.’s article.


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.


The paper’s value lies in its clarification of what claims Armstrong et al.’s data do and do not underwrite.



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.



Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Related articles