Persuasive advertising: evidence-based principles
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2010
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 386 S. Ill., graph. Darst. |
| ISBN: | 1403913439 9781403913432 |
Internformat
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| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Palgrave Macmillan |c 2010 | |
| 300 | |a XII, 386 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804143117719306240 |
|---|---|
| adam_text | Titel: Persuasive advertising
Autor: Armstrong, Jon Scott
Jahr: 2010
Contents
Listofexhibits ix
Preface x
Acknowledgements xi
Introduction 1
Types of evidence 6
Conditions 14
The principles 25
Strategy 26
1. Information 27
2. Influence 63
3. Emotion 85
4. Mere exposure 98
General tactics 102
5. Resistance 103
6. Acceptance 143
7. Message 180
8. Attention 217
Media-specific tactics 240
9. Still media 243
10. Motion media 267
Creativity 278
Evaluating advertisements 287
Conclusions 293
Appendices 295
A Challenges to generalizing from experimental evidence 296
B Data on print ads from Which Ad Pulled Best (WAPB) 300
C Non-experimental data on TV commercials 302
D Prospect theory and persuasion 304
E Media allocation methods 305
F. How to select an advertising agency 308
G Management presentations: An evidence-based checklist 311
H Written management reports: An evidence-based checklist 315
I Advertingprinciples.com (AdPrin.com) 318
VÜI CONTENTS
Glossary 319
References 325
Name index 361
Subject index 377
Persuasion Principles Map 388
Exhibits
A Types of evidence 12
B Keyareasofconditions 24
C Categoriesofpersuasionprinciples 25
Principles checklists:
62
84
97
101
142
179
216
239
266
277
286
292
1 Information
2 Influence
3 Emotion
4 Mere exposure
5 Overcoming resistance
6 Acceptance
7 Message
8 Attention
9 Still media
10 Motion media
D Developing and nurturing creativity: a checklist
E Persuasion principles map
|
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| discipline | Psychologie Wirtschaftswissenschaften |
| edition | 1. publ. |
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| id | DE-604.BV036547201 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:42:34Z |
| institution | BVB |
| isbn | 1403913439 9781403913432 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020468846 |
| oclc_num | 255474821 |
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| physical | XII, 386 S. Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Palgrave Macmillan |
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| spelling | Armstrong, J. Scott 1937- Verfasser (DE-588)137393741 aut Persuasive advertising evidence-based principles J. Scott Armstrong 1. publ. Basingstoke [u.a.] Palgrave Macmillan 2010 XII, 386 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Gestaltung (DE-588)4157139-3 gnd rswk-swf Werbepsychologie (DE-588)4140889-5 gnd rswk-swf Suggestivwerbung (DE-588)4285874-4 gnd rswk-swf Suggestivwerbung (DE-588)4285874-4 s Gestaltung (DE-588)4157139-3 s Werbepsychologie (DE-588)4140889-5 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020468846&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Armstrong, J. Scott 1937- Persuasive advertising evidence-based principles Gestaltung (DE-588)4157139-3 gnd Werbepsychologie (DE-588)4140889-5 gnd Suggestivwerbung (DE-588)4285874-4 gnd |
| subject_GND | (DE-588)4157139-3 (DE-588)4140889-5 (DE-588)4285874-4 |
| title | Persuasive advertising evidence-based principles |
| title_auth | Persuasive advertising evidence-based principles |
| title_exact_search | Persuasive advertising evidence-based principles |
| title_full | Persuasive advertising evidence-based principles J. Scott Armstrong |
| title_fullStr | Persuasive advertising evidence-based principles J. Scott Armstrong |
| title_full_unstemmed | Persuasive advertising evidence-based principles J. Scott Armstrong |
| title_short | Persuasive advertising |
| title_sort | persuasive advertising evidence based principles |
| title_sub | evidence-based principles |
| topic | Gestaltung (DE-588)4157139-3 gnd Werbepsychologie (DE-588)4140889-5 gnd Suggestivwerbung (DE-588)4285874-4 gnd |
| topic_facet | Gestaltung Werbepsychologie Suggestivwerbung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020468846&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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