Scott Purvis Which Ad Pulled Best?

ISBN 13: 9780078112072

Which Ad Pulled Best?

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9780078112072: Which Ad Pulled Best?

Which Ad Pulled Best? 10th Edition is a workbook that serves as a supplement for the Principles of Marketing and Advertising courses. It provides the opportunity for professors to demonstrate, and students to apply, concepts to analyze what makes effective advertising. The book consists of 40 recent ads, divided into 20 pairs and printed in full color. Students apply marketing and advertising concepts and critical thinking skills to decide the effectiveness of each ad pair and then decide which ad indeed pulled best by comparing their answers to actual research results. The currency of the ads, interviews from professionals in the field, focused narrative on the principals of effective print advertising and low text price make this an effective and efficient supplement in Marketing and Advertising courses.

Please note, the author recommends that people not purchase the book unless they will have access to Instructor's Guide or Answers Key. Reviewers rate the book highly when they have access to the Instructor's Guide and poorly when they do not. If you are a college instructor or advertising professional and have been trying unsuccessfully to obtain a copy of the guide, please contact the publisher at mhhe.com. Or you may contact the author at sos@gallup-robinson.com.

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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:

Scott Purvis is the president of Gallup & Robinson, Inc.

"About this title" may belong to another edition of this title.

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Purvis, Scott
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