Persuasive Advertising Evidence-Based Principles
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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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $105.00
Copyright year: 2010
Publisher: Palgrave Macmillan
Publication date: 5/26/2010
Size: 6.25" wide x 9.25" long x 1.00" tall
|List of exhibits|
|Types of evidence|
|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|
|Persuasion Principles Map|