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Persuasive Advertising : Evidence-based Principles.

Author: Scott Armstrong
Publisher: New York : Palgrave Macmillan, 2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
Written by a leading authority, 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.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Armstrong, Scott
Persuasive Advertising : Evidence-based Principles
New York : Palgrave Macmillan, c2010
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Scott Armstrong
ISBN: 9780230285804 0230285805
OCLC Number: 662258987
Description: 1 online resource (401 p.)
Contents: Cover; Contents; List of exhibits; Preface; Acknowledgements; Introduction; Types of evidence; Conditions; The principles; Creativity; Evaluating advertisements; Conclusions; Appendices; Glossary; References; Name index; Subject index; Persuasion Principles Map.
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Abstract:

Written by a leading authority, 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  Read more...

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"Professor Armstrong's groundbreaking book is a must-read for anyone in the advertising business. All effective advertising starts with understanding consumers and what motivates them. This book Read more...

 
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