Persuasive Advertising [electronic resource] : Evidence-based Principles /
Armstrong, J.author.
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.
Description based upon print version of record.
Cover; Contents; List of exhibits; Preface; Acknowledgments; Introduction; Types of evidence; Conditions; The principles; Strategy; 1. Information; 2. Influence; 3. Emotion; 4. Mere exposure; General tactics; 5. Resistance; 6. Acceptance; 7. Message; 8. Attention; Media-specific tactics; 9. Still media; 10. Motion media; Creativity; Evaluating advertisements; Conclusions; Appendices; Appendix A: Challenges to generalizing from experimental evidence; Appendix B: Data on print ads from Which Ad Pulled Best (WAPB); Appendix C: Non-experimental data on TV commercials
Appendix D: Prospect theory and persuasionAppendix E: Media allocation methods; Appendix F: How to select an advertising agency; Appendix G: Management presentations: An evidence-based checklist; Appendix H: Written management reports: An evidence-based checklist; Appendix I: Advertingprinciples.com (AdPrin.com); Glossary; References; Name index; Subject index; Persuasion Principles Map
Includes bibliographical references and index.
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.
Marketing.
Management.
Sales management.
Marketing.
Management.
Sales/Distribution.