Persuasive Advertising Evidence-based Principles

by Armstrong, J. Scott

• ISBN13: 9781403913432
• ISBN10: 1403913439
• Format: Hardcover
• Copyright: 2010-06-15
• Publisher: Palgrave Macmillan

Summary

This is a comprehensive and definitive guide to persuasive advertising based upon extensive research.

Author Biography

J. Scott Armstron (Ph.D. from MIT in 1968) is Professor of Marketing at the Wharton School, University of Pennsylvania, where he has been teaching advertising since 1968. He has been a Visiting Professor in Thailand, Switzerland, Sweden, New Zealand, UK, France, Australia, South Africa, Spain, and Argentina. In 1994, for example, he was the Hakuhodo Advertising's Visiting Professor in Tokyo. He is the founder and director of advertisingprinciples.com, which received the 2004 MERLOT Award for the "Best Internet Site in Business Education." A 1989 study ranked Armstrong among the top 15 marketing professors in the U.S., and in 2000 he received the Society for Marketing Advances Distinguished Scholar Award. He is the most frequently cited professor in the history of the Wharton's School's marketing department. His resume is available at jscottarmstrong.com.

Table of Contents

Introduction * Creativity * Sources of Knowledge * Making Knowledge Useful * Strategy * General Tactics * Media-Specific Tactics * Applying Principles * Conclusions * Glossary