Items related to Which Ad Pulled Best?
Focusing on real-world learning about advertising and research, this book shows the reader how to determine the factors that make advertising effective--and ineffective.
Based on actual examples, rather than theory, this updated ninth edition of the successful Which Ad Pulled Best? features interviews with leading advertising experts.
Here readers are given a rare inside view of the planning and ideas behind successful ad campaigns.
"synopsis" may belong to another edition of this title.
From the Back Cover:
"I found the WAPB series extremely useful for testing and refining advertising principles. The availability of test scores makes the book invaluable for students of advertising."
-J. Scott Armstrong, Professor of Marketing & Author of Persuasive Advertising
The Wharton School, University of Pennsylvania
"WAPB is one of the most successful teaching tools I have ever used. Students always want to know what works. Asking them to choose which of two ads pulled best, then defend their choice, reliably leads to grounded, thoughtful discussion of basic principles, and stimulating in-class debates."
-Edward F. McQuarrie, Professor of Marketing
Leavey School of Business, Santa Clara University
"The most valuable part for me is the recall and persuasion data. Students are amazed that advertising can have 'numbers' associated with ads. When I query the class for their opinion as to which ad 'pulled best,' students are confident of their responses. Only the data can convince them otherwise."
-Jackie Kacen, Clinical Professor, Department of Marketing
C.T. Bauer College of Business, University of Houston
About the Author:
-J. Scott Armstrong, Professor of Marketing & Author of Persuasive Advertising
The Wharton School, University of Pennsylvania
"WAPB is one of the most successful teaching tools I have ever used. Students always want to know what works. Asking them to choose which of two ads pulled best, then defend their choice, reliably leads to grounded, thoughtful discussion of basic principles, and stimulating in-class debates."
-Edward F. McQuarrie, Professor of Marketing
Leavey School of Business, Santa Clara University
"The most valuable part for me is the recall and persuasion data. Students are amazed that advertising can have 'numbers' associated with ads. When I query the class for their opinion as to which ad 'pulled best,' students are confident of their responses. Only the data can convince them otherwise."
-Jackie Kacen, Clinical Professor, Department of Marketing
C.T. Bauer College of Business, University of Houston
Scott Purvis is the president of Gallup & Robinson, Inc.
"About this title" may belong to another edition of this title.
- PublisherMcGraw-Hill/Irwin
- Publication date2002
- ISBN 10 0072556641
- ISBN 13 9780072556643
- BindingPaperback
- Number of pages144
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Which Ad Pulled Best?
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(2003)
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ISBN 13: 9780072556643
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Which Ad Pulled Best?
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ISBN 13: 9780072556643
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