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Persuasive Advertising: Evidence-based Principles by J. Armstrong - Hardcover
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Persuasive Advertising: Evidence-based Principles by J. Armstrong - Hardcover

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    Een boek dat er niet als nieuw uitziet en is gelezen, maar zich in uitstekende staat bevindt. De kaft is niet zichtbaar beschadigd en het eventuele stofomslag zit nog om de harde kaft heen. Er ontbreken geen bladzijden en er zijn geen bladzijden beschadigd. Er is geen tekst onderstreept of gemarkeerd en er is niet in de kantlijn geschreven. Er kunnen zeer minimale identificatiemerken aan de binnenzijde van de kaft zijn aangebracht. De slijtage is zeer minimaal. Bekijk de aanbieding van de verkoper voor de volledige details en een beschrijving van gebreken. Alle staatdefinities bekijkenwordt in nieuw venster of op nieuw tabblad geopend
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    ISBN
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    Product Identifiers

    Publisher
    Palgrave Macmillan The Limited
    ISBN-10
    1403913439
    ISBN-13
    9781403913432
    eBay Product ID (ePID)
    102973017

    Product Key Features

    Number of Pages
    Xii, 388 Pages
    Language
    English
    Publication Name
    Persuasive Advertising : Evidence-Based Principles
    Publication Year
    2010
    Subject
    Marketing / General, Management, Sales & Selling / General, Advertising & Promotion
    Type
    Textbook
    Subject Area
    Business & Economics
    Author
    J. Scott Armstrong
    Format
    Hardcover

    Dimensions

    Item Height
    1.1 in
    Item Weight
    26.9 Oz
    Item Length
    9.6 in
    Item Width
    6.3 in

    Additional Product Features

    Intended Audience
    Scholarly & Professional
    Reviews
    'Professor Armstrong's groundbreaking book is a must-read for anyone in the advertising business. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It's marketing gold.' - Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, bestselling co-author of The Power of Nice and The Power of Small 'Scott Armstrong has shown that persuasive advertising is not a mystifying, amorphous art to be admired, but a clear, hard science to be understood. Anyone interested in how advertising works would be a fool not to learn what this book teaches.' - Robert B. Cialdini, author of Influence: Science and Practice 'A unique combination of quantitative research, anecdotal evidence and common sense. David Ogilvy would have enthusiastically added this book to his recommended list for anyone in the advertising business.' - Kenneth Roman, former Chairman of Ogilvy & Mather Worldwide, author of The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising and of How to Advertise 'This fascinating collection of smart rules and when to use them is truly persuasive!' - Gerd Gigerenzer, Director at Max Planck Institute for Human Development, Berlin 'Scott Armstrong has provided all of us with a rich handbook to guide our efforts to use persuasive advertising efficiently and responsibly.' - Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'The volume of evidence sifted to produce this book is mind boggling. It is a resource that every advertiser can dip into regularly to maximize effectiveness and help avoid traps for the unwary.' - Dr Max Sutherland, author of Advertising and the Mind of the Consumer 'We now have the facts. There is no other book that comes close to Persuasive Advertising. Written in a convincing and accessible style, the book is also engaging and entertaining.' - Rik Pieters, Professor of Marketing, Tilburg University, The Netherlands 'Clear writing that is provocative! Armstrong's dislike for platitudes is apparent. For certain, Persuasive Advertising is one of the top three books on advertising. . . ever.' - Arch G. Woodside, Professor of Marketing, Boston College 'This book is a remarkable exemplar of turning evidence into action.' - Jeffrey Pfeffer, Professor at the Stanford Graduate School of Business and co-author of Hard Facts, Dangerous Half- Truths, and Total Nonsense: Profiting from Evidence-Based Management 'Many people claim to have advertising principles - but this is the first time they have been systematically developed from experimental evidence. If you want more effective advertising, read this book.' - Malcolm Wright, Head of School of Marketing, University of South Australia 'Persuasive Advertising promises to be not only an essential part of the toolkit of advertising professionals but also a standard reference work for scholars. Simply put, this is a landmark achievement.' - Daniel J. O'Keefe, Owen L. Coon Professor, Department of Communication Studies, Northwestern University 'I highly recommend this book to marketing and advertising professionals, educators, and researchers in these fields, and indeed anyone seeking to understand the myriad ways advertising affects our behaviors and choices... Persuasive Advertising is the handbook on effective advertising.' - Graham Rand, Interfaces Journal, Professor Armstrong's groundbreaking book is a must-read for anyone in the advertising business. In today's hyper-connected world, getting consumers' attention, much less persuading them, has never been more challenging. Persuasive Advertising provides the insights, research and marketplace proof to truly master the art of persuasion. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It's marketing gold." —Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, Best-selling coauthor ofThe Power of NiceandThe Power of SmallScott Armstrong has provided all of us with a rich handbook to guide our efforts to use persuasive advertising efficiently and responsibly." —Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University                                                                   Scott Armstrong has provided something deeply valuable. He's shown that persuasive advertising is not just a mystifying, amorphous art to be admired but a clear, hard science to be understood. Anyone interested in how advertising works would be a fool not to learn what this book teaches." —Robert B. Cialdini, Author of Influence: Science and PracticeA unique combination of quantitative research, anecdotal evidence and common sense." —Kenneth Roman, former Chairman of Ogilvy & Mather Worldwide, Author of The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising and of How to Advertise.This fascinating collection of smart rules and when to use them is truly persuasive!" —Gerd Gigerenzer, Director at Max Planck Institute for Human Development, BerlinResearch evidence about what makes for more and less effective advertising has been accumulating for decades, but there has been astonishingly little interest in synthesizing these studies to see what they collectively show—until now. J. Scott Armstrong's Persuasive Advertising provides the only available comprehensive, evidence-based treatment of advertising effects. Because it articulates grounded principles of effective advertising creation, it promises to be not only an essential part of the toolkit of advertising professionals but also a standard reference work for scholars. Simply put, this is a landmark achievement." —Daniel J. O'Keefe, Owen L. Coon Professor, Department of Communication Studies, Northwestern UniversityPersuasive Advertisingby Scott Armstrong is a landmark. It condenses almost everything that is known about persuasive communication into evidence-based principes. Each principle is a precise guideline to improving communication effectiveness, supported by detailed evidence, written in a convincing and accessible style.Persuasive Advertisingwill appeal to all managers who strive to improve their communication with customers. Researchers and students of branding, marketing and communication will fi, 'Professor Armstrong's groundbreaking book is a must-read for anyone in the advertising business. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It's marketing gold.' Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, bestselling co-author of The Power of Nice and The Power of Small 'Scott Armstrong has shown that persuasive advertising is not a mystifying, amorphous art to be admired, but a clear, hard science to be understood. Anyone interested in how advertising works would be a fool not to learn what this book teaches.' Robert B. Cialdini, author of Influence: Science and Practice 'A unique combination of quantitative research, anecdotal evidence and common sense. David Ogilvy would have enthusiastically added this book to his recommended list for anyone in the advertising business.' Kenneth Roman, former Chairman of Ogilvy & Mather Worldwide, author of The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising and of How to Advertise 'This fascinating collection of smart rules and when to use them is truly persuasive!' Gerd Gigerenzer, Director at Max Planck Institute for Human Development, Berlin 'Scott Armstrong has provided all of us with a rich handbook to guide our efforts to use persuasive advertising efficiently and responsibly.' Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'The volume of evidence sifted to produce this book is mind boggling. It is a resource that every advertiser can dip into regularly to maximize effectiveness and help avoid traps for the unwary.' Dr Max Sutherland, author of Advertising and the Mind of the Consumer 'We now have the facts. There is no other book that comes close to Persuasive Advertising. Written in a convincing and accessible style, the book is also engaging and entertaining.' Rik Pieters, Professor of Marketing, Tilburg University, The Netherlands 'Clear writing that is provocative! Armstrong's dislike for platitudes is apparent. For certain, Persuasive Advertising is one of the top three books on advertising. . . ever.' Arch G. Woodside, Professor of Marketing, Boston College 'This book is a remarkable exemplar of turning evidence into action.' Jeffrey Pfeffer, Professor at the Stanford Graduate School of Business and co-author of Hard Facts, Dangerous Half- Truths, and Total Nonsense: Profiting from Evidence-Based Management 'Many people claim to have advertising principles but this is the first time they have been systematically developed from experimental evidence. If you want more effective advertising, read this book.' Malcolm Wright, Head of School of Marketing, University of South Australia 'Persuasive Advertising promises to be not only an essential part of the toolkit of advertising professionals but also a standard reference work for scholars. Simply put, this is a landmark achievement.' Daniel J. O'Keefe, Owen L. Coon Professor, Department of Communication Studies, Northwestern University 'I highly recommend this book to marketing and advertising professionals, educators, and researchers in these fields, and indeed anyone seeking to understand the myriad ways advertising affects our behaviors and choices Persuasive Advertising is the handbook on effective advertising.' - Graham Rand, Interfaces Journal
    Dewey Edition
    22
    Number of Volumes
    1 vol.
    Illustrated
    Yes
    Dewey Decimal
    659.1
    Table Of Content
    Preface Acknowledgements Introduction Types of Evidence Conditions Principles Strategy 1. Information 2. Influence 3. Emotion 4. Exposure General tactics 5. Resistance 6. Acceptance 7. Message 8. Attention Media-specific tactics 9. Still Media 10. Motion Media Creativity Evaluating Advertisements Conclusions Appendices Glossary References Author Index Organization Index Subject Index List of Exhibits
    Synopsis
    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., Persuasive Advertising is a guide for all who commission, design, or evaluate 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 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 findings from about 3,000 empirical studies and 50 books. It also presents new findings from previously unpublished studies. 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 for an experienced user to obtain a persuasiveness index for a print ad along with a list of ways to improve the ad. By using these principles, advertisers can improve their creativity and effectiveness., This is a comprehensive and definitive guide to persuasive advertising based upon extensive research.
    LC Classification Number
    HF5410-5417.5

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