國立高雄大學圖資館 |

Language: English

Back

Persuasive advertisingevidence-based principles /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Persuasive advertisingby J. Scott Armstrong ; with collaboration from Gerry Lukemanand Sandeep Patnaik.
Reminder of title:	evidence-based principles /
Author:	Armstrong, Jon Scott,
Published:	Basingstoke :Palgrave Macmillan,c2010.
Description:	xii, 386 p. :ill.
Subject:	Advertising.
Online resource:	access to fulltext (Palgrave)
ISBN:	9780230285804

Persuasive advertisingevidence-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. ? 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:

191710
Advertising.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5823 / .A798 2010

Dewey Class. No.: 659.1

Persuasive advertisingevidence-based principles /
LDR:03439nmm a2200277 a 4500 001 270663
003 OCoLC
005 20101102091625.0
006 m d
007 cr nn muauu
008 101206s2010 enka sb 001 0 eng d
020 $a 9780230285804
020 $a 0230285805
040 $a UKPGM $b eng $c UKPGM
041 0 $a eng
049 $a APTA
050 1 4 $a HF5823 $b .A798 2010
082 0 4 $a 659.1 $2 22
100 1 $a Armstrong, Jon Scott, $d 1937- $3 478131
245 1 0 $a Persuasive advertising $h [electronic resource] : $b evidence-based principles / $c by J. Scott Armstrong ; with collaboration from Gerry Lukemanand Sandeep Patnaik.
260 $a Basingstoke : $b Palgrave Macmillan, $c c2010.
300 $a xii, 386 p. : $b ill.
504 $a Includes bibliographical references and indexes.
505 0 $a 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.
520 $a 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. ? By using these principles, advertisers can improve their creativity and effectiveness.
533 $a Electronic reproduction. $b Basingstoke, England : $c Palgrave Macmillan, $d 2010. $n Mode of access:World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Sep. 27, 2010). $n Access may be restricted to users at subscribing institutions.
650 0 $a Advertising. $3 191710
655 7 $a Electronic books. $2 local. $3 214472
710 2 $a Palgrave Connect (Online service) $3 459825
776 0 8 $i Print version: $a Armstrong, Jon Scott, 1937- $t Persuasive advertising. $d Basingstoke : Palgrave Macmillan, c2010 $z 9781403913432 $w (OCoLC)520746759
856 4 0 $3 Palgrave Connect $u https://link.springer.com/book/10.1057/9780230285804 $z access to fulltext (Palgrave)