Friday, June 16, 2006

Bib #29 'Which Ad Pulled Best?'

Philip, Ward Burton, and Purvis, Scott C., ed. 'Which Ad Pulled Best?' 50 Case Histories on How to Write and Design Ads That Work 8th ed. NTC Business Books: Illinois, USA, 1996.

This book provides examples of case studies done in the past on ads across different medias, in different national markets. It also features the copy-testing expertise of Gallup and Robinson. Inc. G & R maintains a data bank of more than 100,000 print ads and TV commercials, and provides many of today's major advertisers with measurements of the effectiveness of their advertising expenditures in different cultures. It is interesting to see how different target markets from different cultures react differently to an advertising or marketing exercise.

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