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It's up to you to evaluate the headlines, copy, and layout to determine "which ad pulled best". Students and professionals alike will enjoy matching wits with the experts--and learning to write and design better ads in the process.
"synopsis" may belong to another edition of this title.
"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
Scott Purvis is the president of Gallup & Robinson, Inc.
"About this title" may belong to another edition of this title.
Book Description NTC Business Books, 1996. Paperback. Condition: New. 8. Seller Inventory # DADAX0844233153
Book Description Ntc Pub Group, 1996. Paperback. Condition: New. Never used!. Seller Inventory # P110844233153
Book Description Ntc Pub Group, 1996. Paperback. Condition: New. Brand New!. Seller Inventory # VIB0844233153
Book Description Condition: New. New. Seller Inventory # M-0844233153