Persuasive Advertising

Evidence-based Principles

  • J. Scott Armstrong

Table of contents

  1. Front Matter
    Pages i-xii
  2. J. Scott Armstrong
    Pages 1-5
  3. J. Scott Armstrong
    Pages 6-13
  4. J. Scott Armstrong
    Pages 14-24
  5. J. Scott Armstrong
    Pages 25-277
  6. J. Scott Armstrong
    Pages 278-286
  7. J. Scott Armstrong
    Pages 287-292
  8. J. Scott Armstrong
    Pages 293-293
  9. Back Matter
    Pages 295-386

About this book

Introduction

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.

Keywords

Advertising creativity organization strategy

Authors and affiliations

  • J. Scott Armstrong
    • 1
  1. 1.The Wharton SchoolUniversity of PennsylvaniaUSA

Bibliographic information

  • DOI https://doi.org/10.1057/9780230285804
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2010
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-51189-1
  • Online ISBN 978-0-230-28580-4
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods