The document summarizes principles for persuasive advertising from the book "Persuasive Advertising" by J. Scott Armstrong. It outlines 4 main strategies (information, influence, emotion, mere exposure) and their associated tactics. It then describes general tactics for overcoming resistance, gaining acceptance, message design, and gaining attention. Finally, it outlines tactics that are specific to still vs. motion media. The document provides over 150 advertising principles in a structured outline format.

1. © 2017 by Leap Research. All rights reserved.
A summary of the principles described in Persuasive Advertising
by J. Scott Armstrong (2010)
June 16, 2017

2. Hardcover: 388 pages
Publisher: Palgrave Macmillan (June 15, 2010)
Language: English
ISBN-10: 1403913439
ISBN-13: 978-1403913432
Product Dimensions: 6.3 x 1.1 x 9.6 inches
https://www.amazon.com/Persuasive-
Advertising-Evidence-based-Scott-
Armstrong/dp/1403913439

3. Strategy
1. Information
2. Influence
3. Emotion
4. Mere
exposure
General
Tactics
5. Overcoming
resistance
6. Acceptance
7. Message
8. Attention
Media-Specific
Tactics
9. Still media
10. Motion
media

4. Strategy
1. INFORMATION 2. INFLUENCE 3. EMOTION 4. MERE EXPOSURE
1.1 Benefits 2.1 Reasons 3.1 Emotional Focus 4.1 Brand Name
1.2 News 2.2 Social Proof 3.2 Trust 4.2 Product Placements
1.3 Product or service 2.3 Scarcity 3.3 Self-expression
1.4 Price 2.4 Attribution 3.4 Guilt
1.5 Distribution 2.5 Liking 3.5 Fear
2.6 Authority 3.6 Provocation
2.7 Commitment
2.8 Reciprocation
STRATEGY

5. General Tactics
5. OVERCOMING RESISTANCE 6. ACCEPTANCE 7. MESSAGE 8. ATTENTION
5.1 Distraction 6.1 Problem/Solution 7.1 Arguments 8.1 Alert the target market
5.2 Perspectives 6.2 Demonstration 7.2 Clarity 8.2 Campaign Consistency
5.3 Stories 6.3 Evidence 7.3 Forceful Text 8.3 Campaign Contrast
5.4 Barriers 6.4 Data Presentation 7.4 Interesting Text 8.4 Slogans
5.5 Brand Emphasis 6.5 Customer Endorsements 7.5 Tone 8.5 Brand Identifiers
5.6 Spokesperson 6.6 Celebrity Endorsements 7.6 Word Selection 8.6 Attractive Visuals
5.7 Forewarning 6.7 Expert Endorsements 7.7 Wordplay 8.7 Color for Attention
5.8 Two-Sided Arguments 6.8 Comparative Advertising 7.8 Metaphors & Figures of Speech 8.8 Humor
5.9 Indirect vs. Direct Conclusions 6.9 Negative Advertising 7.9 Simplicity 8.9 Sex
5.10 Innuendos 6.10 Refutation 7.10 Informative Illustration 8.10 Models
5.11 Customer Involvement 6.11 Puffery 7.11 Infromative Color 8.11 Technical Quality
5.12 Free Trials & Samples 6.12 Questions 7.12 Ad Consistency
5.13 Causes 6.13 Repetition 7.13 Disclaimer & Corrective Advertising
6.14 Subliminal Messages
6.15 Memory Devices
6.16 Word-of-Mouth
6.17 Call for Action
GENERAL TACTICS

6. Media-Specific Tactics
9. STILL MEDIA 10. MOTION MEDIA
9.1 Headline 10.1 Scenes
9.2 Pictures 10.2 Voice
9.3 Text 10.3 Music & Sound
9.4 Structure of Body Text 10.4 Pace
9.5 Typeface
9.6 Layout
MEDIA-SPECIFIC TACTICS

7. 1.1 Benefits 1.4 Price 1.5 Distribution
1.1.1 Describe specific, meaningful benefits 1.4.1 State prices in terms that are meaningful and easy to
understand
1.5.1 Include information on when, where and how to buy the
product
1.1.2 Communicate a Unique Selling Proposition (USP) 1.4.2 Use round prices 1.5.2 Feature a sales channel when it is impressive
1.4.3 Show the price to be a good value against a reference
price
1.5.3 Use the package to enhance the product
1.2 News 1.4.4 If quality is not a key selling point, consider advertising
price reductions
1.5.4 If a product is desirable, specify delivery dates rather than
waiting times
1.2.1 Provide news, but only if it is real 1.4.5 Consider partitioned prices when the add-on prices seem
fair and are small relative to the base price
1.5.5 Tell customers they can achieve benefits over a long time
period if you want to reduce the use of an offer- and vice
versa
1.2.2 If real news is complex, use still media 1.4.6 To retain customers, consider linking payments to
consumption
1.3 Product or Service 1.4.7 Consider separating payments from benefits- if the
payments are completed before the benefits end
1.3.1 Provide product information that customers need 1.4.8 State that the price can be prepaid if it might reduce
uncertainty for consumers or enhance anticipation
1.3.2 Provide choices 1.4.9 Use high costs to justify high prices
1.3.3 When there are many substantive, multi-dimensional
options, organize them and provide guidance
1.4.10 When quality is high, do not emphasize price
1.3.4 Make the recommended choice the default choice 1.4.11 Use high prices to connote high quality
1.3.5 Inform committed customers that they can delete
features, rather than add them
1.4.12 For inexpensive products, state price discounts as
percentage saved; for expensive products, state price
discounts as money saved- or present both
1.3.6 To reduce customer risk, use a product-satisfaction
guarantee
1.4.13 Minimize price information for new products
1.4.14 Consider bundling prices of features or complementary
products or services if they are desirable to nearly all
customers
1.4.15 Advertise multi-unit purchases for frequently purchased
low-involvement products if it is also in the consumers'
interest
30 Principles
Strategy

8. 12 Principles
2.1 Reasons 2.5 Liking
2.1.1 Provide a reason 2.5.1 Associate products with things that are favorable and
relevant
2.1.2 For high-involvement products, the reasons should be
strong
2.6 Authority
2.2 Social Proof 2.6.1 To enhance believability, consider using support from an
authority
2.2.1 Show that the product is widely used
2.2.2 Focus on individuals similar to the target market 2.7 Commitment
2.7.1 Ask customers to make explicit promises
2.3 Scarcity 2.7.2 Ask customers to take a relevant small step, then follow
quickly with a directly related second request
2.3.1 State that an attractive product is scarce when it is true
2.3.2 Restrict sales of the product 2.8 Reciprocation
2.8.1 Give something to specific individuals when they can
reciprocate easily
2.4 Attribution
2.4.1 Attribute favorable behavior and traits to the target
market
Strategy

9. 9 Principles
3.1 Emotional Focus 3.4 Guilt 3.5 Fear
3.1.1 Do not mix rational and emotional appeals in an ad 3.4.1 Lead people to think about their standards 3.5.1 Consider using a threat related to likely or severe
consequences that can be avoided
3.4.2 Evoke self-awareness
3.2 Trust 3.4.3 Encourage people to anticipate their guilt if they ignore
reasonable advice
3.6 Provocation
3.2.1 Sign an ethical standards statement for each ad 3.4.4 Focus on victims similar to the target market 3.6.1 Provoke customers only when it attracts attention to a
selling point
3.3 Self-Expression
3.3.1 Show how the product allows customers to express their
personalities
Strategy

10. 2 Principles
4.1 Brand Name 4.2 Product Placements
4.1.1 When there is no need for information, consider
advertising the brand name
4.2.1 Link the product to familiar and positive situations
Strategy

11. 34 Principles
5.1 Distraction 5.4 Barriers 5.6 Spokesperson
5.1.1 For products that have neither advantages nor
disadvantages, consider using distraction
5.4.1 Offer credit for currently owned products 5.6.1 Use a spokesperson who is similar to the customer on
relevant traits
5.1.2 For products offering clear benefits, consider distraction
only if the message will be understood
5.4.2 Seek early commitment for time-consuming activities 5.6.2 Use a spokesperson whose appearance is consistent with
the objectives, product and target market
5.1.3 When customers might resist traditional appeals, surprise
them with an unusual approach
5.4.3 Consider making small requests 5.6.3 Use a trustworthy and credible spokesperson
5.1.4 For low-involvement goods that are for immediate sale,
consider disruption then reframing of an offer
5.6.4 Use a physically attractive spokesperson for products that
enhance beauty
5.1.5 Create an unrelated problem; then remove it 5.5 Brand or Company Emphasis
5.5.1 Make the brand/company name prominent if it conveys a
good image
5.7 Forewarning
5.2 Perspectives 5.5.2 Include brand and company names (double-branding) 5.7.1 Forewarn about persuasion attempts for low-
involvement goods
5.2.1 Present an offer from a new perspective 5.5.3 Personalize the brand
5.2.2 Focus on benefits or features rather than choices 5.8 Two-Sided Arguments
5.8.1 Use two-sided arguments that refute strong opposing
arguments
5.3 Stories 5.8.2 Put supporting arguments before opposing, or begin with
a supporting one and interweave them
5.3.1 When the target market has an opposing viewpoint,
consider using a story
General Tactics

12. 34 Principles
5.9 Indirect vs. Direct Conclusions 5.11 Customer Involvement 5.12 Free Trials and Samples
5.9.1 If resistance is not expected, use direct conclusions 5.11.1 If good reasons can be easily generated, ask customers to
provide a few reasons for accepting an offer
5.12.1 Consider advertising a free trial or sample for products
new to the target market
5.9.2 If resistance is expected, use indirect conclusions when
the arguments are strong and obvious
5.11.2 Consider asking customers to imagine their satisfaction
with a product
5.11.3 Do not invite customers to evaluate their satisfaction
while using a product
5.13 Causes
5.10 Innuendos 5.11.4 Encourage customers to make predictions about their
behavior
5.13.1 Support popular causes
5.10.1 Use positive innuendos when there is some basis 5.11.5 Ask customers to remember the brand name or key
arguments
5.13.2 Tie purchases to popular causes
5.10.2 Negative innuendos are effective when there is one
major competitor and total demand is of little interest
5.11.6 Consider omitting or delaying key information
General Tactics

13. 29 Principles
6.1 Problem/Solution 6.4 Data Presentation 6.6 Celebrity Endorsements
6.1.1 Describe a problem and show how the product solves it 6.4.1 To aid understanding, use absolute numbers for small
values and frequency rates for large values
6.6.1 When an ad contains strong arguments, avoid the use of
celebrities
6.4.2 Use simple tables or graphs if you have substantial
amounts of data
6.6.2 Consider celebrity endorsements for gaining attention
6.2 Demonstration 6.6.3 When using celebrities, make sure they are relevant and
credible
6.2.1 Demonstrate product benefits 6.5 Customer Endorsements
6.5.1 Consider endorsements by customers 6.7 Expert Endorsements
6.3 Evidence 6.7.1 Consider support from an expert unless the target market
already agrees with the message
6.3.1 Provide quantitative evidence
6.3.2 Offer verifiable evidence
General Tactics

14. 29 Principles
6.8 Comparative Advertising 6.11 Puffery 6.15 Memory Devices
6.8.1 Use comparative advertising for brands that have clear
comparative benefits and a small market share
6.11.1 Consider mild puffery 6.15.1 Use mnemonics when consumers will be purchasing at a
later time
6.8.2 Compare the product with market leaders
6.8.3 When making a comparative claim, provide objective
support and offer it gently
6.12 Questions 6.16 Word-of-Mouth
6.12.1 Use product-related questions only if you have good
answers
6.16.1 Encourage customers to tell (or ask) others about the
product
6.9 Negative Advertising
6.9.1 Consider negative advertising when there is only one
major alternative to your brand, that brand has serious
shortcomings
6.13 Repetition 6.17 Call for Action
6.9.2 Attack ads should employ objective information, not
emotion
6.13.1 Space repeated claims 6.17.1 Ensure action steps are clear and specific
6.13.2 Consider cosmetic variations rather than exact repetition 6.17.2 Use a gentle call for action for high-involvement products
6.10 Refutation 6.13.3 Use substantive variations when arguments are strong 6.17.3 When using an explicit action step, make it immediate,
easy and low risk
6.10.1 Respond to negative claims that are likely to become
widely known
6.17.4 Consider a bonus to a good offer when customers can
respond quickly
6.14 Subliminal Messages
6.14.1 Use subliminal messages only if the customer is warned
General Tactics

15. 27 Principles
7.1 Arguments 7.5 Tone 7.10 Informative Illustration
7.1.1 Use only strong arguments for high-involvement
products
7.5.1 Use a calm tone for high-involvement products with
strong arguments
7.10.1 Illustrations should support the basic message
7.1.2 Use positive arguments 7.5.2 Do not violate taste or standards 7.10.2 Show the product
7.1.3 Consider cultural values when formulating arguments 7.5.3 Be cautious about using a personal tone 7.10.3 Emphasize desirable features in illustrations
7.10.4 When believability is an issue, use photographs/videos
instead of drawings/cartoons
7.2 Clarity 7.6 Word Selection
7.2.1 Use simple prose for high-involvement products with
strong arguments
7.6.1 Use words with sounds that support the message 7.11 Infromative Color
7.2.2 Avoid negative words 7.6.2 Use words that enhance the purchasing and consuming
experience
7.11.1 Use color to provide information
7.6.3 Use familiar words and phrases
7.3 Forceful Text 7.12 Ad Consistency
7.3.1 Use specific words 7.7 Wordplay 7.12.1 Make elements of an ad reinforce one another
7.3.2 Use power words if they fit the product 7.7.1 Use wordplay if it is clearly related to the product
7.3.3 Use active rather than passive voice, unless the subject of
the sentence is obvious
7.13 Disclaimer and Corrective Advertising
7.8 Metaphors and Figures of Speech 7.13.1 Use disclaimers or corrective advertising only if they
provide information customers need
7.4 Interesting Text 7.8.1 Consider using novel and concrete metaphors that are
related to a benefit
7.4.1 Consider interesting writing
7.9 Simplicity
7.9.1 Use a single theme- or two in some situations
7.9.2 Avoid irrelevant information if strong arguments exist
7.9.3 When using fast-exposure media, keep the message short
General Tactics

16. 15 Principles
8.1 Alert the target market 8.5 Brand Identifiers 8.9 Sex
8.1.1 Alert the target market early and prominently 8.5.1 In a long-term advertising program, emphasize brand
identifiers
8.9.1 Use sex only when it has relevance to the product
8.5.2 Use logos to express meanings or emotions
8.2 Campaign Consistency 8.10 Models
8.2.1 Provide a consistent look to all aspects of the campaign 8.6 Attractive Visuals 8.10.1 Match the model to the target market and product
8.2.2 Keep the advertising consistent across time 8.6.1 Consider using visuals that create favorable associations
with the product
8.10.2 Use physically attractive models when the product
enhances beauty or social competence
8.3 Campaign Contrast 8.7 Color for Attention 8.11 Technical Quality
8.3.1 When strong arguments exist, consider using ads that
contrast with competitors' ads
8.7.1 To gain attention, consider using color 8.11.1 Strive for good technical quality at a low cost
8.4 Slogans 8.8 Humor
8.4.1 Consider a short memorable slogan with the brand name
and benefit
8.8.1 Consider using humor for well-known, low-involvement
products
8.8.2 Consider humor for high-involvement products only if
relevant to a simple argument
General Tactics

17. 24 Principles
9.1 Headline 9.4 Structure of Body Text
9.1.1 Use descriptive headlines for high-involvement products 9.4.1 Use informative subheadings for long copy
9.1.2 Include the brand name in the headline 9.4.2 Use reader guides for long copy with strong arguments
9.1.3 Lead the reader into the body copy 9.4.3 Use columns for long, informative text
9.1.4 Keep the headline short for low-involvement products
only
9.4.4 Consider blank line spacing between paragraphs for
scanability
9.4.5 Consider justification for moderate to long lines of text
9.2 Pictures 9.4.6 Squeeze inter-letter spacing gently
9.2.1 For high-involvement ads based on strong arguments,
consider informative pictures
9.4.7 Use phrase spacing for informative text
9.2.2 When using a picture, relate it to the headline or message
9.2.3 Use clear and readable captions for pictures 9.5 Typeface
9.5.1 Use a simple serif typeface when readability is important,
and a simple sans serif typeface when legibility or
scanning is important
9.3 Text 9.5.2 Provide high contrast between typeface and background
9.3.1 Make the first paragraph relevant, short and easy to read 9.5.3 Avoid upper case and bold for informative text with three
or more lines
9.3.2 Provide long copy when reading time is not constrained 9.5.4 Select a typeface to enhance meaning or emotion
9.3.3 Repeat the main message at the end of the ad
9.6 Layout
9.6.1 Obey gravity
9.6.2 Avoid large pictures in informative ads
9.6.3 Balance the layout
Media-Specific Tactics

18. 13 Principles
10.1 Scenes 10.3 Music and Sound
10.1.1 Use an opening that is directly related to the product,
brand or message
10.3.1 Consider using music or sounds for low-involvement
products, but not for high-involvement products with
strong arguments
10.1.2 Emphasize the product or message 10.3.2 If music or sound effects are used, make them relevant to
the product
10.1.3 If believability is important, show the spokesperson on-
screen
10.1.4 Use short "supers" to reinforce key points 10.4 Pace
10.1.5 Make the closing scene relevant to the key message 10.4.1 Use rapid speech for simple messages about low-
involvement products
10.4.2 Use slow speech for strong arguments or to show
concern
10.2 Voice 10.4.3 Consider short silences before and/or after strong
arguments
10.2.1 Use an appropriate voice 10.4.4 Hold scenes to hold attention
10.2.2 Avoid orally ambiguous words
Media-Specific Tactics

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