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Persuasive Advertising: Evidence-based Principles ReviewThis book is outstanding. I have recommended it to my friends who own businesses.Armstrong, a professor at Wharton, hints in the book that he was trying to create an improved, updated, more scientifically sound version of Ogilvy on Advertising. He succeeded.
What I like:
-The writing is concise and interesting.
-His principles are surprising.
-He describes the principle, then cites research and case studies that solidify the principle in your mind. E.g., Downy first didn't follow the principle. Then Downy changed the ad to follow it, and found that 20% more people remembered the ad, and those people had 30% higher buying intentions.
-He values methodologically sound science. Where a principle is not supported by studies yet, he'll say something like, "This principle is only received wisdom in the advertising industry. It deserves closer study."
I rely heavily on this book while writing copy for my business's website. I can't recommend it highly enough.Persuasive Advertising: Evidence-based Principles Overview
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