Title: Which Ad Pulled Best?: 50 Case Histories on How to Write and Design Ads That Work
Publisher: Ntc Pub Group
Publication Date: 1996
Language: English
ISBN 10: 0844233153
ISBN 13: 9780844233154
Binding: Soft cover
Condition: good

About this title

Synopsis

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.

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

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