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. INDICE: Preface Acknowledgements Introduction Types of Evidence ConditionsPrinciples 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
- ISBN: 978-1-4039-1343-2
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 400
- Fecha Publicación: 04/05/2010
- Nº Volúmenes: 1
- Idioma: Inglés