Persuasive Advertising: Evidence-based Principles
A new book by J. Scott Armstrong, Wharton School of the University of Pennsylvania, with collaboration from Gerry Lukeman, Chairman Emeritus of Ipsos ASI, and Dr. Sandeep Patnaik
A new book about improving advertising effectiveness, which includes insights gleaned from Ipsos ASI's robust database of more than 80,000 tested advertisements, is now available. Gerry Lukeman, Ipsos ASI's Chairman Emeritus, has been collaborating on it for three years; Ipsos ASI's Dave Walker, SVP of Research, has overseen the Ipsos ASI database contributions.
Over the past century, much useful knowledge about persuasion has been gained from advertising experts and from thousands of empirical studies from fields such as advertising, psychology, consumer behavior, law, mass communication, politics, and propaganda. This book translates that knowledge into evidence-based principles – understandable and easy-to-access guidelines for all types of advertising. It summarizes findings from about 3,000 empirical studies and 50 books. It also presents new findings from many previously unpublished studies.
Ipsos ASI is one of the largest providers of advertising pre-testing services in the world. Ipsos ASI offers a full range of advertising research solutions to help clients make the best decisions at all stages of the advertising development process, and to maximize the return on their advertising investment. Although the company’s history is rooted in copy testing, it provides leading services in the areas of advertising tracking and brand equity evaluation. It is committed to providing advertisers with insights to help in the development, evaluation, and improvement of their advertising efforts, and, ultimately, to help them build stronger brands.
The book is published by Palgrave McMillan, a primarily British publishing company, with US offices. The book is available online through McMillan at:
In Canada, the book is available on Amazon: http://www.amazon.ca/Persuasive-Advertising-Evidence-based-Scott-Armstrong/dp/1403913439/ref=sr_1_2?ie=UTF8&qid=1298659945&sr=8-2