Generalisability of advertising persuasion principles

Purpose - This paper aims to reflect on the generalisability of the predictive validity test of the Persuasion Principles Index (PPI) conducted by Armstrong et al. (2016). Design/methodology/approach - Different aspects of the test are considered, such as the sample of ads, the dependent variable and the comparability of the methods used to predict effectiveness, in terms of how relevant these are to real-world advertising testing. Findings - The sample of ads and the testing procedure may have contributed to the success of the PPI predictions over the other copy-testing methods. The sample of print ads does not bear a close resemblance to current advertising. The competing copy tests do not represent modern advertising copy testing. Research/limitations/implications - More research is needed to test the validity of the principles and the predictive accuracy of the PPI across a range of conditions (e.g. different ads, media, products and cultures). Testing against advertising sales effectiveness would be the ideal next step. Practical/implications - It certainly seems the index method has the potential to help advertisers make better decisions regarding what executions to support, for high-involvement products at least. Given the accessibility of the software, it should be easy and cost effective for advertisers to trial the PPI. Originality/value - This commentary directs researchers to the real-world conditions under which advertising pre-tests need to be evaluated.