000			02385cam a2200205u 4500
007			ta
008			101027s2010 ||||||||||||||||||||eng|u
020			_a9781403913432
100	1		_aArmstrong, Jon Scott, _d1937-
245	1	0	_aPersuasive advertising : _bevidence-based principles / _cby Scott Armstrong.
260			_aBasingstoke : _bPalgrave Macmillan, _cc2010.
300			_axii, 386 p. : _bill ; _c24 cm.
500			_aIncludes bibliographical references and index.
520			_aThis 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 It also presents new findings from previously unpublished studies.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.
650	1	4	_aAdvertising.
005			20170126095231.0
001			33062
003			UOWD
942			_cREGULAR
999			_c15006 _d15006