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Persuasive Advertising: Evidence-based Principles
£43.50
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.
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Additional information
| Publisher | Palgrave Macmillan (26 May 2010) |
|---|---|
| Language | English |
| File size | 1225 KB |
| Text-to-Speech | Enabled |
| Screen Reader | Supported |
| Enhanced typesetting | Enabled |
| X-Ray | Not Enabled |
| Word Wise | Enabled |
| Sticky notes | On Kindle Scribe |
| Print length | 401 pages |
by Lars Wiberg
Persuasive Advertising is a remarkable book: well written, easy to follow and pedagogically organized, so it is easy to go back and forth; as a management textbook it deserves to become a model for other authors, myself included.
Persuasive Advertising differentiates between utilitarian and hedonic products on one hand and high and low involvement products on the other. This book is an utilitarian, high-involvement product. For products of that kind you should refrain from emotionally based judgments. If I had not learned that, from my recent reading of this book, I would have said that Persuasive Advertising also is fun.
Scott Armstrong writes that his aim is to provide easy access to the world’s storehouse of empirically validated knowledge on how to persuade through advertising. He has fulfilled that aim successfully, but the scope of Persuasive Advertising is much wider than that. The primary target groups may be people who buy and create ads, but I do not belong to those groups – I am a management consultant, primarily engaged in development through teaching – and I have learned a lot that is immediately applicable in my work.
I think everyone who – in work or private life – needs or wants to influence other people, can benefit from Persuasive Advertising. Salespeople, managers, teachers and consultants and parents belong to that category. Buy this book, read it, and above all start to apply those of the 194 principles that are relevant for you. I have started that for myself and it really works.
Lars Wiberg
Management consultant, author of several books and former senior adjunct lecturer at the Stockholm School of Economics.
by miss N M Lindsay
I learnt more reading this book than years working in advertising! Buy and keep it as a reference it’s essential