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Armstrong, J. Scott. (2011). Evidence-Based Advertising: An Application to Persuasion.
International Journal of Advertising, 30(5), 743-767
Complex phenomena such as advertising are difficult to understand. As a result, extensive and repeated testing of diverse alternative reasonable hypotheses is necessary in order to increase knowledge about advertising. This calls for experimental studies: laboratory, field, and quasi-experimental studies. Fortunately, much useful empirical research of this kind has already been conducted on how to create persuasive advertisements.
Five Principles of EBM
- Face the hard facts, and build a culture in which people
are encouraged to tell the truth, even if it is unpleasant.
- Be committed to "fact based" decision making -- which
means being committed to getting the best evidence and
using it to guide actions.
- Treat your organization as an unfinished prototype --
encourage experimentation and learning by doing.
- Look for the risks and drawbacks in what people recommend
-- even the best medicine has side effects.
- Avoid basing decisions on untested but strongly held beliefs,
what you have done in the past, or on uncritical "benchmarking"
of what winners do.