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Persuasive Advertising - J. Scott Armstrong; Scott Armst
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8. Attention

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2022-02-24 01:49:29
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  • List of exhibits
  • Preface
  • Acknowledgements
  • Introduction
  • Types of evidence
  • Conditions
  • The principles
    • Strategy
      • 1. Information
      • 2. Influence
      • 3. Emotion
      • 4. Mere 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
    • A   Challenges to generalizing from experimental evidence
    • B   Data on print ads from Which Ad Pulled Best ( WAPB )
    • C   Non-experimental data on TV commercials
    • D   Prospect theory and persuasion
    • E   Media allocation methods
    • F.   How to select an advertising agency
    • G   Management presentations: An evidence-based checklist
    • H   Written management reports: An evidence-based checklist
    • I    Advertingprinciples.com (AdPrin.com)
  • Glossary
  • References
  • Name index
  • Subject index
  • Persuasion Principles Map
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