Good advertising tends to be persuasive, but advertisers must be careful not to mislead the people who see the ads. However, it is not always so simple to make the distinction between ads that are ...

Effectiveness and persuasiveness of ads are closely linked. While you often have different goals with ads, the general intent of each is to persuade customers to think, feel or act in a certain way ...

When a political ad goes viral on Facebook, conventional wisdom holds that it was a success. After all, the Golden Rule of advertising in the digital age is simple: Engagement is good. It’s good for ...

Traditional advertisements—think mid-century magazine pages and infomercials—make a fairly straightforward appeal. Here is our product. These are its qualities. You can use it for this and this and ...

The quest for persuasive advertising Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical ...

Every four years, U.S. presidential campaigns collectively spend billions of dollars flooding TV screens across the country with political ads. But a new study shows that, regardless of content, ...

Americans love post-election scuttlebutt, and there is no shortage of pundits eager to fill the demand. The marketing community in particular enjoys dissecting major elections, assessing what worked ...

What’s going on in a person’s head when a set of arguments actually changes their opinion? Is it the rational analysis of evidence? Is it a simple emotional reaction? In truth, it could be either of ...

Facebook – the social network that started in a Harvard dorm room 15 years ago – has evolved into a media and advertising giant. It’s helped create a new age of precise consumer insights. With over 2 ...

What’s going on in a person’s head when a set of arguments actually changes their opinion? Is it the rational analysis of evidence? Is it a simple emotional reaction? In truth, it could be either of ...