references/theories/proof-led-advertising.md

# Proof-Led Advertising

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Claims face skepticism or category sameness.

## Mechanism

Specificity + demonstration + evidence reduce uncertainty.

## Applied marketing use

Build proof hierarchy before creative embellishment.

## Failure modes

- Assuming rational proof is sufficient for attention or memory.

## Counterweights

- `creative-strategy`

## Sources

- `source:ogilvy-advertising`