Persuasive Advertising Evidence-based Principles [Hardcover]

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.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

'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 rullҦ