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Persuasive advertising = evidence-based principles /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Persuasive advertising/ by J. Scott Armstrong ; with collaboration from Gerry Lukemanand Sandeep Patnaik.
其他題名:	evidence-based principles /
作者:	Armstrong, Jon Scott,
出版者:	Basingstoke :Palgrave Macmillan, : c2010.,
面頁冊數:	xii, 386 p. :ill. :
標題:	Advertising. -
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230285804

Persuasive advertising = evidence-based principles /
Armstrong, Jon Scott,1937-

Persuasive advertisingevidence-based principles /[electronic resource] :by J. Scott Armstrong ; with collaboration from Gerry Lukemanand Sandeep Patnaik. - Basingstoke :Palgrave Macmillan,c2010. - xii, 386 p. :ill.

Includes bibliographical references and indexes.

Types of Evidence -- Conditions -- Principles -- Strategy -- Information -- Influence -- Emotion -- Exposure -- General tactics -- Resistance -- Acceptance -- Message -- Attention --Media-specific tactics -- Still Media -- Motion Media -- Creativity -- Evaluating Advertisements.

Persuasive Advertising is a guide for all who commission, design, orevaluate advertisements. 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 in Persuasive Advertising provide understandable and easy-to-access guidance for all types of advertising.Including still media such asprint and Internet, and motion media such as TV, streaming video, Internet, and radio. They also apply to othertypes 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 GerryLukeman, Chairman Emeritus of Ipsos-ASI and Sandeep Patnaik, Research Director at Gallup and Robinson. Altogether, more than 80 people contributed to Persuasive Advertising by obtaining relevant studies, analyzing data, editing and reviewing, and surveying researchers to ensure thatthe book correctly summarizes their findings. Persuasive Advertising summarizes findings fromabout 3,000 empirical studies and 50 books. It also presents new findings from previously unpublishedstudies. Along with the AdPrin Audit software on AdPrin.com, Persuasive Advertising enables 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 foranexperienced user to obtain a persuasiveness index for a print ad alongwith a list of ways to improvethe ad. È By using these principles, advertisers can improve their creativity and effectiveness.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2010.

Mode of access:World Wide Web.

ISBN: 9780230285804Subjects--Topical Terms:

97296
Advertising.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5823 / .A798 2010

Dewey Class. No.: 659.1

Persuasive advertising = evidence-based principles /
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