TOC: Persuasive Adv
Introduction
Persuasive Advertising, A Book by J. Scott Armstrong
: : : Posting
Table of Contents of Persuasive Advertising
Further information provided at
Preface
Acknowledgements
Introduction
Types of Evidence
Conditions
The Principles
Strategy
1. Information
2. Influence
3. Emotion
4. Exposure
General tactics
5. Resistance
6. Acceptance
7. Message
8. Attention
Media-specific tactics
9. Still Media
10. Motion Media
11. Non-experimental data on TV commercials
Creativity
Evaluating Advertisements
Conclusions
Appendices
A. Challenges to generalizing from experimental evidence
B. Data on print ads from WAPB (Which Ad Pulled Best)
C. Non-experimental data on TV commercials
D. Prospect theory and persuasion
E. Media allocation methods
F. How to select an advertising agency
G. Management presentations: An evidence-based checklist
H.Written management reports: An evidence-based checklist
Glossary
References
Name Index
Subject Index
Forecasting Principles Map•