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Persuasive advertising : evidence-based principles

Author: Jon Scott Armstrong
Publisher: Basingstoke : Palgrave Macmillan, ©2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
"Persuasive Advertising is a guide for all who commission, design, or evaluate advertisements. This book translates knowledge about persuasion into evidence-based principles. Useful knowledge about persuasion has been obtained over the last 100 years from the experience of advertising experts and from empirical studies in advertising and other fields including psychology, consumer behavior, law, mass communication,  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Armstrong, Jon Scott, 1937-
Persuasive advertising.
Basingstoke : Palgrave Macmillan, ©2010
(OCoLC)520746759
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jon Scott Armstrong
ISBN: 9780230285804 0230285805 9781282743465 1282743465
OCLC Number: 664427112
Description: 1 online resource (xii, 386 pages) : illustrations
Contents: Introduction --
Types of evidence --
Conditions --
The principles --
Strategy --
General tactics --
Media-specific tactics --
Creativity --
Evaluating advertisements --
Conclusions --
Appendices.
Responsibility: J. Scott Armstrong ; with collaboration from Gerry Lukeman and Sandeep Patnaik.
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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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