Conditions

J. Armstrong

A chapter in Persuasive Advertising, 2010, pp 14-24 from Palgrave Macmillan

Abstract: Abstract In the late 1800s, John E. Powers, a noted advertiser, recognized the importance of conditions—although he did not specify them. He said an appeal that worked well for one advertiser in a given situation might fail when used by another advertiser. For example, one would not use the same appeal for inexpensive grocery items as for high-priced goods valued for their workmanship. This book provides enough detail about the conditions to permit the reader to apply principles sensibly, whatever the circumstances happen to be.

Keywords: Market Share; Ultimate Objective; Target Market; Advertising Campaign; Ball Cost (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1057/9780230285804_3

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