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 'The volume of evidence sifted to produce this book is mind boggling. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University '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. '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
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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 'A unique combination of quantitative research, anecdotal evidence and common sense.
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Cialdini, author of Influence: Science and Practice
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Anyone interested in how advertising works would be a fool not to learn what this book teaches.' Robert B. 'Scott Armstrong has shown that persuasive advertising is not a mystifying, amorphous art to be admired, but a clear, hard science to be understood.
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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 This book provides a powerful and comprehensive compilation of those consumer truths. All effective advertising starts with understanding consumers and what motivates them. 'Professor Armstrong's groundbreaking book is a must-read for anyone in the advertising business.