Which Ad Pulled Best?: 50 Case Histories on How to Write and Design Ads That Work
Language: English
Published by Ntc Pub Group (edition 8), 1996
- Softcover
- Used
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The item might be beaten up but readable. May contain markings or highlighting, as well as stains, bent corners, or any other major defect, but the text is not obscured in any way.
Seller Inventory # 0844233153-7-1-13
- Title
- Which Ad Pulled Best?: 50 Case Histories on How to Write and Design Ads That Work
- Author
- Burton, Philip Ward; Purvis, Scott C.
- Publisher
- Ntc Pub Group (edition 8)
- Publication year
- 1996
- Condition
- Fair
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0844233153
- ISBN 13
- 9780844233154
- Edition
- 8.
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.
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
-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 title" may belong to another edition of this title.
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