Persuasive Advertising: Evidence-based Principles by J. Scott Armstrong
2010 | ISBN: 1403913439 | 388 pages | EPUB | 0,9 MB
This book translates knowledge about persuasion into evidence-based principles. Useful knowledge about persuasion has been obtained over the last 100 years from the experience of advertising experts and from empirical studies in advertising and other fields including psychology, consumer behavior, law, mass communication, politics, and propaganda.