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Which Ad Pulled Best? - Softcover

 
9780844232928: Which Ad Pulled Best?
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Book by Burton, Philip Ward, Purvis, Scott C.

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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.

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  • PublisherNTC Business Books
  • Publication date1990
  • ISBN 10 0844232920
  • ISBN 13 9780844232928
  • BindingPaperback
  • Edition number6
  • Number of pages140
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Burton, Philip Ward, Purvis, Scott C.
Published by NTC Business Books (1990)
ISBN 10: 0844232920 ISBN 13: 9780844232928
Used Softcover Quantity: 1
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Wonder Book
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Book Description Condition: Very Good. Very Good condition. 6th edition. A copy that may have a few cosmetic defects. May also contain a few markings such as an owner's name, short gifter's inscription or light stamp. Seller Inventory # I10J-00300

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Ward Burton, Philip & Purvis, Scott C.
Published by NTC Business Books, USA (1991)
ISBN 10: 0844232920 ISBN 13: 9780844232928
Used Soft cover Quantity: 1
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In Other Words Books
(Plymouth, United Kingdom)

Book Description Soft cover. Condition: Very Good +. Sixth Edition. 142pp, b&w illustrations throughout. Unused book, excellent condition. Cover has slightly curled corners. A new edition of the classic guide to writing successful advertising copy. Seller Inventory # 000416

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