'Professor Armstrong's groundbreaking book is a must-read for anyone in the advertising business. All effective advertising starts with understanding consumers and what motivates them. This book provides a powerful and comprehensive compilation of those consumer truths. Buy this book. It's marketing gold.' Linda Kaplan Thaler, CEO & Chief Creative Officer of The Kaplan Thaler Group, bestselling co-author of The Power ... Read moreof Nice and The Power of Small 'Scott Armstrong has shown that persuasive advertising is not a mystifying, amorphous art to be admired, but a clear, hard science to be understood. Anyone interested in how advertising works would be a fool not to learn what this book teaches.' Robert B. Cialdini, author of Influence: Science and Practice 'A unique combination of quantitative research, anecdotal evidence and common sense. 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 '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 '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. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University 'The volume of evidence sifted to produce this book is mind boggling. 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 'We now have the facts. There is no other book that comes close to Persuasive Advertising. Written in a convincing and accessible style, the book is also engaging and entertaining.' Rik Pieters, Professor of Marketing, Tilburg University, The Netherlands 'Clear writing that is provocative! Armstrong's dislike for platitudes is apparent. For certain, Persuasive Advertising is one of the top three books on advertising. . . ever.' Arch G. Woodside, Professor of Marketing, Boston College 'This book is a remarkable exemplar of turning evidence into action.' Jeffrey Pfeffer, Professor at the Stanford Graduate School of Business and co-author of Hard Facts, Dangerous Half- Truths, and Total Nonsense: Profiting from Evidence-Based Management 'Many people claim to have advertising principles but this is the first time they have been systematically developed from experimental evidence. If you want more effective advertising, read this book.' Malcolm Wright, Head of School of Marketing, University of South Australia 'Persuasive Advertising promises to be not only an essential part of the toolkit of advertising professionals but also a standard reference work for scholars. Simply put, this is a landmark achievement.' Daniel J. O'Keefe, Owen L. Coon Professor, Department of Communication Studies, Northwestern University 'I highly recommend this book to marketing and advertising professionals, educators, and researchers in these fields, and indeed anyone seeking to understand the myriad ways advertising affects our behaviors and choices Persuasive Advertising is the handbook on effective advertising.' - Graham Rand, Interfaces Journal Show Less