The principles

J. Armstrong

A chapter in Persuasive Advertising, 2010, pp 25-277 from Palgrave Macmillan

Abstract: Abstract The development of principles is a long-held tradition in advertising. Many great advertisers have shared their wisdom in this way. In 1871, George P. Rowell, the founder of Printer’s Ink, described his “Principles of Advertising,” including such advice as “Honesty is by all odds the very strongest point … in an advertisement.” N. C. Fowler followed with three books on advertising principles; the last one, Fowler’s Publicity (1897), contained over 1,000 pages. While Fowler based his principles on common sense alone, some have endured, such as the value of simplicity, the importance of truth, the need for good taste, and the use of free samples.

Keywords: Purchase Intention; Target Market; Good Recall; Celebrity Endorsement; Comparative Advertising (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28580-4_4

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DOI: 10.1057/9780230285804_4

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