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Persuasive Advertising: Evidence-based Principles (9781403913432): J. Scott Armstrong: Books. “I highly recommend this book to marketing and advertising professionals, educators, and researchers in these fields, and indeed anyone seeking to understand the myriad ways advertising affects our behaviors and choices… Persuasive Advertising is the handbook on effective advertising.” —Denise M. Rousseau, Carnegie Mellon University, Interfaces“Professor Armstrong’s groundbreaking book is a must-read for anyone in the advertising business. In today’s hyper-connected world, getting consumers’ attention, much less persuading them, has never been more challenging. Persuasive Advertising provides the insights, research and marketplace proof to truly master the art of persuasion. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It’s marketing gold.”—Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, Best-selling coauthor of The Power of Nice and The Power of Small“Scott Armstrong has provided all of us with a rich handbook to guide our efforts to use persuasive advertising efficiently and responsibly.”—Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University “Scott Armstrong has provided something deeply valuable. He's shown that persuasive advertising is not just a mystifying, amorphous art to be admired but a clear, hard science to be understood. Anyone interested in how advertising works would be a fool not to learn what this book teaches.”—Robert B. Cialdini, Author of Influence: Science and Practice“A unique combination of quantitative research, anecdotal evidence and common sense. David Ogilvy would have enthusiastically added this book to his recommended list for anyone in the advertising business.” —Kenneth Roman, former Chairman of Ogilvy & Mather Worldwide, Author of The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising and of How to Advertise.“This fascinating collection of smart rules and when to use them is truly persuasive!”—Gerd Gigerenzer, Director at Max Planck Institute for Human Development, Berlin“Research evidence about what makes for more and less effective advertising has been accumulating for decades, but there has been astonishingly little interest in synthesizing these studies to see what they collectively show—until now. J. Scott Armstrong’s Persuasive Advertising provides the only available comprehensive, evidence-based treatment of advertising effects. Because it articulates grounded principles of effective advertising creation, it promises to be not only an essential part of the toolkit of advertising professionals but also a standard reference work for scholars. Simply put, this is a landmark achievement.”—Daniel J. O'Keefe, Owen L. Coon Professor, Department of Communication Studies, Northwestern University“Persuasive Advertising by Scott Armstrong is a landmark. It condenses almost everything that is known about persuasive communication into evidence-based principes. Each principle is a precise guideline to improving communication effectiveness, supported by detailed evidence, written in a convincing and accessible style. Persuasive Advertising will appeal to al[6120] J. Scott Armstrong (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” and http://forecastingprinciples.com. 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.For more about the author, go to jscottarmstrong.com
Shipping Weight: 2 pounds
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