Persuasive Advertising: Evidence-Based Principles

by J. Scott Armstrong

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 1349511897
• ISBN13: 9781349511891
• Release Date: May 2010
• Publisher: Palgrave MacMillan
• Length: 388 Pages
• Weight: 1.24 lbs.
• Dimensions: 0.8" x 6.1" x 9.2"