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Persuasive Advertising Evidence-Based Principles

ISBN-10: 1403913439
ISBN-13: 9781403913432
Edition: 2010
List price: $105.00 Buy it from $72.95
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Description: This book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising  More...

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Book details

List price: $105.00
Copyright year: 2010
Publisher: Palgrave Macmillan
Publication date: 5/26/2010
Binding: Hardcover
Pages: 388
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.826
Language: English

This book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this. The author is a leading authority on marketing and the range and scope of this work is such that it is sure to become the standard work on advertising.

List of exhibits
Preface
Acknowledgements
Introduction
Types of evidence
Conditions
The principles
Strategy
Information
Influence
Emotion
Mere exposure
General tactics
Resistance
Acceptance
Message
Attention
Media-specific tactics
Still media
Motion media
Creativity
Evaluating advertisements
Conclusions
Appendices
Challenges to generalizing from experimental evidence
Data on print ads from Which Ad Pulled Best (WAPB)
Non-experimental data on TV commercials
Prospect theory and persuasion
Media allocation methods
How to select an advertising agency
Management presentations: An evidence-based checklist
Written management reports: An evidence-based checklist
Advertingprinciples.com (AdPrin.com)
Glossary
References
Name index
Subject index
Persuasion Principles Map

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