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Persuasive Advertising : Evidence-based Principles by Jon Scott Armstrong is a business book available to read on EtoBox.

What is Persuasive Advertising : Evidence-based Principles about?

Chairman Emeritus, Ipsos ASI took an interest in the book starting in November 2006. Over the next three years, he guided me towards the interests of practitioners, provided access to unpublished findings from the files at Ipsos ASI, and greatly improved the organization and clarity of the writing. He was merciless when I lapsed into academic bafflegab. He added examples and provided access to people in the advertising field. His contributions had a profound influence on the book. Dr. Sandeep Patnaik, Research Director at Gallup & Robinson, took the lead in evaluating the principles by analyzing "quasi-experimental data" on tested print ads. We were initially uncertain about the value of this project. As it turned out, this original research proved to be immensely valuable. There was a close correspondence between the results of the quasi-experimental and experimental analyses. The book also presents previously unpublished commercial research. Dave Walker, Senior Vice President, Global Research Director for Ipsos ASI, analyzed data from tested TV commercials. He also helped in summarizing the findings from these data. Although I never met him, I owe much to David Ogilvy. He transla

Who reads Persuasive Advertising : Evidence-based Principles?

Author

Jon Scott Armstrong

Publisher

Palgrave Macmillan Limited

Published

2010

Language

EN

ISBN

9780230291355

Category

business

Subjects

Management, Business, Marketing

Rating

4.6 / 5 (23 ratings)

Updated

2026-03-14