Persuasive Advertising Evidence-Based Principles

Name: Persuasive Advertising Evidence-Based Principles
Price: 55.25 USD
Availability: InStock
ISBN: 9781403913432

ISBN-10: 1403913439

ISBN-13: 9781403913432

Edition: 2010

Authors: J. Scott Armstrong

List price: $119.99

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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 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.

Book details

List price: $119.99
Copyright year: 2010
Publisher: Palgrave Macmillan Limited
Publication date: 5/26/2010
Binding: Hardcover
Pages: 388
Size: 6.32" wide x 9.56" long x 1.14" tall
Weight: 1.848



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