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Purpose– This paper aims to reflect on the generalisability of the predictive validity test of the Persuasion Principles Index (PPI) conducted by Armstronget 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.

Advertising research has largely neglected to evaluate the relative effectiveness of the different forms of branding devices available to advertisers. Branding can be direct, through explicit use of brand names, or indirect, through use of (non-brand name) brand elements, such as logos, spokes-characters and slogans that are connected to the brand in consumers' memory. Advertisers often downplay brand names in favour of brand elements because the latter are seen as less intrusive and more creative. This experiment in three categories demonstrates that direct branding often produces higher brand recall than indirect branding without compromising advertising likeability. There is, however, a clear picture-superiority effect, whereby picture elements (logos, spokes-characters) consistently elicit higher brand recall than text elements (slogans). The findings highlight that advertisers need not be reluctant to call out the brand name for fear of losing attention due to an unappealing ad, because consumers do not appear to penalise advertising with direct branding, nor do they reward advertising with subtler indirect branding.