Which Ad Pulled Best?
"I found the WAPB series extremely useful for testing and refining advertising principles. The availability of test scores makes the book invaluable for students of advertising."-J. Scott Armstrong, Professor of Marketing & Author of Persuasive AdvertisingThe Wharton School, University of Pennsylvania"WAPB is one of the most successful teaching tools I have ever used. Students always want to know what works. Asking them to choose which of two ads pulled best, then defend their choice, reliably leads to grounded, thoughtful discussion of basic principles, and stimulating in-class debates."-Edward F. McQuarrie, Professor of MarketingLeavey School of Business, Santa Clara University"The most valuable part for me is the recall and persuasion data. Students are amazed that advertising can have 'numbers' associated with ads. When I query the class for their opinion as to which ad 'pulled best,' students are confident of their responses. Only the data can convince them otherwise."-Jackie Kacen, Clinical Professor, Department of MarketingC.T. Bauer College of Business, University of Houston--This text refers to an alternatePaperbackedition.