Persuasive advertising [Elektronisk resurs] : evidence-based principles / J. Scott Armstrong

By: Material type: TextTextPublication details: New York : Palgrave Macmillan, cop. 2010.Description: 401 pSubject(s): Genre/Form: Additional physical formats: Print version:: Persuasive Advertising : Evidence-based PrinciplesDDC classification:
  • 659.1 22
LOC classification:
  • HF5822 .A76 2010
Other classification:
  • Qbm
Online resources:
Contents:
Cover; Contents; List of exhibits; Preface; Acknowledgements; Introduction; Types of evidence; Conditions; The principles; Creativity; Evaluating advertisements; Conclusions; Appendices; Glossary; References; Name index; Subject index; Persuasion Principles Map;
Summary: 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.
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Description based upon print version of record.

Cover; Contents; List of exhibits; Preface; Acknowledgements; Introduction; Types of evidence; Conditions; The principles; Creativity; Evaluating advertisements; Conclusions; Appendices; Glossary; References; Name index; Subject index; Persuasion Principles Map;

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.

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