Persuasive Advertising - J. Scott Armstrong
Persuasive Advertising
PERSUASIVE
ADVERTISING
Evidence-based principles
J. Scott Armstrong
The Wharton School
University of Pennsylvania
with collaboration from
Gerry Lukeman
Chairman Emeritus, Ipsos ASI
and
Sandeep Patnaik
Research Director, Gallup & Robinson
© J. Scott Armstrong 2010
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