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

• Autores: Daniel O'Keefe
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 50, Nº. 1-2, 2016, págs. 294-300
• Idioma: inglés
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• Resumen

  • 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.