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Persuasive Advertising : Evidence-based Principles /

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...

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Bibliographic Details
Main Author: Armstrong, J. Scott (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: London : Palgrave Macmillan UK : Imprint: Palgrave Macmillan, 2010.
Subjects:
Business and Management.
Management.
Marketing.
Sales/Distribution.
Business.
Sales management.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary: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.
Item Description:Electronic resource.
Physical Description:1 online resource (XII, 388 pages)
ISBN:9780230285804
DOI:10.1057/9780230285804