Persuasive Advertising Evidence-based Principles
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 a
- PDF / 1,295,047 Bytes
- 41 Pages / 336 x 498.24 pts Page_size
- 78 Downloads / 209 Views
Copyright material from www.palgraveconnect.com - licensed to npg - PalgraveConnect - 2016-01-28
Copyright material from www.palgraveconnect.com - licensed to npg - PalgraveConnect - 2016-01-28
Persuasive Advertising
10.1057/9780230285804preview - Persuasive Advertising, J. Scott Armstrong
Copyright material from www.palgraveconnect.com - licensed to npg - PalgraveConnect - 2016-01-28
This page intentionally left blank
10.1057/9780230285804preview - Persuasive Advertising, J. Scott Armstrong
Evidence-based principles J. Scott Armstrong The Wharton School University of Pennsylvania
with collaboration from Gerry Lukeman Chairman Emeritus, Ipsos ASI and Sandeep Patnaik Research Director, Gallup & Robinson
10.1057/9780230285804preview - Persuasive Advertising, J. Scott Armstrong
Copyright material from www.palgraveconnect.com - licensed to npg - PalgraveConnect - 2016-01-28
PERSUASIVE ADVERTISING
© J. Scott Armstrong 2010 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS.
The author has asserted his right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2010 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries ISBN 978-1-4039-1343-2 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. 10 9 8 7 6 5 4 3 2 1 19 18 17 16 15 14 13 12 11 10 Printed and bound in Great Britain by CPI Antony Rowe, Chippenham and Eastbourne
10.1057/9780230285804preview - Persuasive Advertising, J. Scott Armstrong
Copyright material from www.palgraveconnect.com - licensed to npg - PalgraveConnect - 2016-01-28
Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages.
10.1057/9780230285804preview - Persuasive Advertising, J. Scott Armstrong
Copyright mater
Data Loading...
