| 000 -LEADER |
|---|
| fixed length control field |
02385cam a2200205u 4500 |
| PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
|---|
| fixed length control field |
ta |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
101027s2010 ||||||||||||||||||||eng|u |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781403913432 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126095231.0 |
| CONTROL NUMBER |
|---|
| control field |
33062 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Armstrong, Jon Scott, |
| Dates associated with a name |
1937- |
| TITLE STATEMENT |
|---|
| Title |
Persuasive advertising : |
| Remainder of title |
evidence-based principles / |
| Statement of responsibility, etc |
by Scott Armstrong. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Basingstoke : |
| Name of publisher, distributor, etc |
Palgrave Macmillan, |
| Date of publication, distribution, etc |
c2010. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xii, 386 p. : |
| Other physical details |
ill ; |
| Dimensions |
24 cm. |
| GENERAL NOTE |
|---|
| General note |
Includes bibliographical references and index. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
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, politics, and propaganda.The principles inPersuasive Advertisingprovide understandable and easy-to-access guidance for all types of advertising. Including still media such as print and Internet, and motion media such as TV, streaming video, Internet, and radio. They also apply to other types of persuasive communications such as management reports, speeches, and press releases.Wharton School Professor J. Scott Armstrong spent over 16 years on this book. In recent years, he was assisted by Gerry Lukeman, Chairman Emeritus of Ipsos-ASI and Sandeep Patnaik, Research Director at Gallup and Robinson. Altogether, more than 80 people contributed toPersuasive Advertisingby obtaining relevant studies, analyzing data, editing and reviewing, and surveying researchers to ensure that the book correctly summarizes their findings.Persuasive Advertisingsummarizes findings from about 3,000 empirical studies and 50 books. It also presents new findings from previously unpublished studies. .Along with the AdPrin Audit software on AdPrin.com,Persuasive Advertisingenables advertisers as well as agencies to quickly and inexpensively identify ways to improve ads or to determine which of a set of ads will be most effective. For example, it typically requires about an hour for an experienced user to obtain a persuasiveness index for a print ad along with a list of ways to improve the ad.,By using these principles, advertisers can improve their creativity and effectiveness. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |