Cantitate/Preț
Produs
Total produse
Vezi coșul
Persuasive Advertising de J. Armstrong

Persuasive Advertising

Autor J. Armstrong
en Limba Engleză Hardback – 26 mai 2010

Recomandăm acest volum specialiștilor în marketing, managerilor de brand și consultanților care doresc să depășească faza intuiției în comunicarea comercială. Persuasive Advertising nu este un simplu manual de tehnici creative, ci o lucrare monumentală care distilează decenii de cercetare academică în principii de acțiune concrete. J. Armstrong propune o abordare riguroasă, transformând publicitatea dintr-o artă subiectivă într-o disciplină bazată pe dovezi. Credem că valoarea acestui titlu rezidă în capacitatea de a oferi fundamentul științific necesar pentru a justifica orice decizie de campanie în fața unui consiliu de administrație. Structura volumului este una progresivă și extrem de logică. Autorul începe prin definirea tipurilor de dovezi și a condițiilor de piață, trecând apoi prin pilonii strategici ai informației, influenței și emoției. Un element distinctiv este separarea tacticiilor în funcție de reacția consumatorului — cum se gestionează rezistența și cum se obține acceptarea — urmată de o analiză tehnică a mediilor de comunicare, de la suporturi statice la cele video. Complementar volumului The Psychology of Advertising de Bob M. Fennis, care se concentrează pe procesele cognitive interne, lucrarea lui Armstrong acoperă zona execuției strategice, oferind reguli de design și structură a mesajului care maximizează impactul comercial. În contextul operei sale, deși Armstrong a abordat teme diverse precum capacitatea guvernamentală în Improving International Capacity Development, constanta cercetărilor sale rămâne managementul sistemelor complexe. În Persuasive Advertising, el aplică aceeași rigoare analitică pentru a descifra complexitatea comportamentului uman în raport cu stimulii de marketing. Este un instrument de lucru care prioritizează eficiența măsurabilă în detrimentul esteticii abstracte.

Citește tot Restrânge

Preț: 68772 lei

Preț vechi: 80909 lei
-15%

Puncte Express: 1032
Paperback 51222 lei
Hardback 68772 lei

Carte tipărită la comandă

Livrare economică 08-22 iunie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă

Specificații

ISBN-13: 9781403913432
ISBN-10: 1403913439
Pagini: 388
Ilustrații: XII, 388 p.
Dimensiuni: 164 x 244 x 34 mm
Greutate: 0.86 kg
Ediția:2010 edition
Editura: Palgrave Macmillan UK
Locul publicării:London, United Kingdom

De ce să citești această carte

Antreprenorii și managerii de marketing vor găsi aici un ghid definitiv pentru crearea unor campanii care funcționează cu adevărat. Cititorul câștigă acces la peste 190 de principii de publicitate derivate din studii empirice, învățând cum să evalueze critic o reclamă înainte de a investi bugetul. Este resursa esențială pentru oricine dorește să înlocuiască presupunerile cu certitudini fundamentate științific.

Despre autor

J. Armstrong este o autoritate recunoscută la nivel mondial în domeniul metodelor de prognoză și al marketingului, fiind profesor la Wharton School, University of Pennsylvania. Cariera sa este marcată de o dedicare constantă pentru cercetarea bazată pe dovezi, contestând adesea practicile convenționale din afaceri care nu sunt susținute de date. Expertiza sa vastă se reflectă în diversitatea lucrărilor publicate, de la management public la strategii de publicitate, fiind unul dintre cei mai citați autori în domeniul eficienței organizaționale și al persuasiunii.

Descriere scurtă

Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.

Cuprins

Preface Acknowledgements Introduction Types of Evidence Conditions Principles Strategy 1. Information 2. Influence 3. Emotion 4. Exposure General tactics 5. Resistance 6. Acceptance 7. Message 8. Attention Media-specific tactics 9. Still Media 10. Motion Media Creativity Evaluating Advertisements Conclusions Appendices Glossary References Author Index Organization Index Subject Index List of Exhibits

Recenzii

'Professor Armstrong's groundbreaking book is a must-read for anyone in the advertising business. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It's marketing gold.' Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, bestselling co-author of The Power of Nice and The Power of Small
'Scott Armstrong has shown that persuasive advertising is not a mystifying, amorphous art to be admired, but a clear, hard science to be understood. Anyone interested in how advertising works would be a fool not to learn what this book teaches.' Robert B. Cialdini, author of Influence: Science and Practice
'A unique combination of quantitative research, anecdotal evidence and common sense. David Ogilvy would have enthusiastically added this book to his recommended list for anyone in the advertising business.' Kenneth Roman, former Chairman of Ogilvy & Mather Worldwide, author of The King of Madison Avenue: David Ogilvy and the Making of Modern Advertising and of How to Advertise
'This fascinating collection of smart rules and when to use them is truly persuasive!' Gerd Gigerenzer, Director at Max Planck Institute for Human Development, Berlin
'Scott Armstrong has provided all of us with a rich handbook to guide our efforts to use persuasive advertising efficiently and responsibly.' Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
'The volume of evidence sifted to produce this book is mind boggling. It is a resource that every advertiser can dip into regularly to maximize effectiveness and help avoid traps for the unwary.' Dr Max Sutherland, author of Advertising and the Mind of the Consumer
'We now have the facts. There is no other book that comes close to Persuasive Advertising. Written in a convincing and accessible style, the book is also engaging and entertaining.' Rik Pieters, Professor of Marketing, Tilburg University, The Netherlands
'Clear writing that is provocative! Armstrong's dislike for platitudes is apparent. For certain, Persuasive Advertising is one of the top three books on advertising. . . ever.' Arch G. Woodside, Professor of Marketing, Boston College
'This book is a remarkable exemplar of turning evidence into action.' Jeffrey Pfeffer, Professor at the Stanford Graduate School of Business and co-author of Hard Facts, Dangerous Half- Truths, and Total Nonsense: Profiting from Evidence-Based Management
'Many people claim to have advertising principles but this is the first time they have been systematically developed from experimental evidence. If you want more effective advertising, read this book.' Malcolm Wright, Head of School of Marketing, University of South Australia
'Persuasive Advertising promises to be not only an essential part of the toolkit of advertising professionals but also a standard reference work for scholars. Simply put, this is a landmark achievement.' Daniel J. O'Keefe, Owen L. Coon Professor, Department of Communication Studies, Northwestern University
'I highly recommend this book to marketing and advertising professionals, educators, and researchers in these fields, and indeed anyone seeking to understand the myriad ways advertising affects our behaviors and choices Persuasive Advertising is the
handbook on effective advertising.' - Graham Rand, Interfaces Journal

Notă biografică

J. SCOTT ARMSTRONG (Ph.D. from MIT in 1968) is Professor of Marketing at the Wharton School, University of Pennsylvania, where he has been teaching advertising since 1968. He has been a Visiting Professor in Thailand, Switzerland, Sweden, New Zealand, UK, France, Australia, South Africa, Spain, and Argentina. In 1994, for example, he was the Hakuhodo Advertising's Visiting Professor in Tokyo. He is the founder and director of advertisingprinciples.com, which received the 204 MERLOT Award for the "Best Internet Site in Business Education" A 1989 study ranked Armstrong among the top 15 marketing professors in the U.S., and in 2000 he received the Society for Marketing Advances Distinguished Scholar Award. By one count, he is the most frequently cited professor in the history of the Wharton's School's marketing department. His resume is available at jscottarmstrong.com along with full text of his papers.


With collaboration from:

GERRY LUKEMAN, Chairman Emeritus of Ipsos ASI, began working at what was then known as Audience Studies Inc. ('ASI') in 1963. Gerry was hired to build an advertising research dimension, and Ipsos ASI is now one of the largest advertising research companies in the world. He has been listed among Advertising Age's '100 leaders of the Research Industry,' has been a member of the New York Economics Advisory Council, and is Chairman of the Ogilvy Awards Advisory Committee. In 2009, he received the Lifetime Achievement Award from the Advertising Research Foundation.

DR. SANDEEP PATNAIK is the Research Director at Gallup and Robinson. Sandeep has been involved with the Persuasive Advertising book since 1998. Since 2006 he has led research efforts to test the advertising principles on the nearly five hundred print ads featured in five editions of Which Ad Pulled Best. His current research interests include understanding emotional and cognitive reactions to advertisements. Sandeep also teaches Marketing in the MBA program of the Graduate School of Management and Technology, University of Maryland.