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

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.