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

What is Persuasive Advertising : Evidence-based Principles about?

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 as print and Internet, and motion media such as TV, streaming video, Internet, and radio. They also apply to other types 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 Gerry Lukeman, 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 that the book correctly summarizes their findings. Persuasive Advertising summarizes find

Who reads Persuasive Advertising : Evidence-based Principles?

Author

Jon Scott Armstrong

Publisher

Palgrave Macmillan UK

Published

2007

Language

EN

ISBN

9780230291355

Category

nonfiction

Subjects

Marketing, Business, Management