1. When Should Ads Include News
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. When should you advertise news?
Under what conditions should you announce that you
have news in an ad?
See the next slide for the answer.
2

3. Provide news, but only if it is real(Principle 1.2.1). Trivial news
will not help much and might even annoy viewers.
Experimental studies show that news is probably the most
important element in gaining responses. See the summary on
pages 32-33 of Persuasive Advertising.
To learn more, go to AdPrin.com

4. Based on this exercise, write a small application step for yourself,
and set a deadline, preferably within one week. If you are
working with someone else, share your application plan and the
results of your application.
• For example, on the News page of your website, provide
information about real new developments.
Adapted from AdPrin.com