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Persuasive advertising[electronic resource] :evidence-based principles /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	659.1
書名/作者:	Persuasive advertising : evidence-based principles // by J. Scott Armstrong ; with collaboration from Gerry Lukemanand Sandeep Patnaik.
作者:	Armstrong, Jon Scott,
出版者:	Basingstoke : : Palgrave Macmillan,, c2010.
面頁冊數:	xii, 386 p. : : ill.
標題:	Advertising.
ISBN:	9780230285804
ISBN:	0230285805
書目註:	Includes bibliographical references and indexes.
內容註:	Types of Evidence -- Conditions -- Principles -- Strategy -- Information -- Influence -- Emotion -- Exposure -- General tactics -- Resistance -- Acceptance -- Message -- Attention --Media-specific tactics -- Still Media -- Motion Media -- Creativity -- Evaluating Advertisements.
摘要、提要註:	Persuasive Advertising is a guide for all who commission, design, orevaluate 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 asprint and Internet, and motion media such as TV, streaming video, Internet, and radio. They also apply to othertypes 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 GerryLukeman, 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 thatthe book correctly summarizes their findings. Persuasive Advertising summarizes findings fromabout 3,000 empirical studies and 50 books. It also presents new findings from previously unpublishedstudies. 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 foranexperienced user to obtain a persuasiveness index for a print ad alongwith a list of ways to improvethe ad. È By using these principles, advertisers can improve their creativity and effectiveness.
電子資源:	access to fulltext (Palgrave)

Persuasive advertising[electronic resource] :evidence-based principles /
Armstrong, Jon Scott,1937-

Persuasive advertisingevidence-based principles /[electronic resource] :by J. Scott Armstrong ; with collaboration from Gerry Lukemanand Sandeep Patnaik. - Basingstoke :Palgrave Macmillan,c2010. - xii, 386 p. :ill.

Includes bibliographical references and indexes.

Types of Evidence -- Conditions -- Principles -- Strategy -- Information -- Influence -- Emotion -- Exposure -- General tactics -- Resistance -- Acceptance -- Message -- Attention --Media-specific tactics -- Still Media -- Motion Media -- Creativity -- Evaluating Advertisements.

Persuasive Advertising is a guide for all who commission, design, orevaluate 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 asprint and Internet, and motion media such as TV, streaming video, Internet, and radio. They also apply to othertypes 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 GerryLukeman, 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 thatthe book correctly summarizes their findings. Persuasive Advertising summarizes findings fromabout 3,000 empirical studies and 50 books. It also presents new findings from previously unpublishedstudies. 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 foranexperienced user to obtain a persuasiveness index for a print ad alongwith a list of ways to improvethe ad. È By using these principles, advertisers can improve their creativity and effectiveness.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2010.

Mode of access:World Wide Web.

ISBN: 9780230285804Subjects--Topical Terms:

177147
Advertising.
Index Terms--Genre/Form:

336502
Electronic books.

LC Class. No.: HF5823 / .A798 2010

Dewey Class. No.: 659.1

Persuasive advertising[electronic resource] :evidence-based principles /
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