This volume challenges readers to compare fifty completely new pairs of best print advertisements. As they determine which 'pulled best', readers will learn the basics of effective print advertising.
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Book Description
Editorial Reviews
From the Back Cover
"I found the WAPB series extremely useful for testing and refining advertising principles. The availability of test scores makes the book invaluable for students of advertising."
-J. Scott Armstrong, Professor of Marketing & Author of Persuasive Advertising
The Wharton School, University of Pennsylvania
"WAPB is one of the most successful teaching tools I have ever used. Students always want to know what works. Asking them to choose which of two ads pulled best, then defend their choice, reliably leads to grounded, thoughtful discussion of basic principles, and stimulating in-class debates."
-Edward F. McQuarrie, Professor of Marketing
Leavey School of Business, Santa Clara University
"The most valuable part for me is the recall and persuasion data. Students are amazed that advertising can have 'numbers' associated with ads. When I query the class for their opinion as to which ad 'pulled best,' students are confident of their responses. Only the data can convince them otherwise."
-Jackie Kacen, Clinical Professor, Department of Marketing
C.T. Bauer College of Business, University of Houston --This text refers to an alternate Paperback edition.
-J. Scott Armstrong, Professor of Marketing & Author of Persuasive Advertising
The Wharton School, University of Pennsylvania
"WAPB is one of the most successful teaching tools I have ever used. Students always want to know what works. Asking them to choose which of two ads pulled best, then defend their choice, reliably leads to grounded, thoughtful discussion of basic principles, and stimulating in-class debates."
-Edward F. McQuarrie, Professor of Marketing
Leavey School of Business, Santa Clara University
"The most valuable part for me is the recall and persuasion data. Students are amazed that advertising can have 'numbers' associated with ads. When I query the class for their opinion as to which ad 'pulled best,' students are confident of their responses. Only the data can convince them otherwise."
-Jackie Kacen, Clinical Professor, Department of Marketing
C.T. Bauer College of Business, University of Houston --This text refers to an alternate Paperback edition.
About the Author
Scott Purvis is the president of Gallup & Robinson, Inc.
--This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
6 of 6 people found the following review helpful:
5.0 out of 5 stars
Outstanding for teaching how advertising really works,
By dialysis biller (Layton, UT, USA) - See all my reviews
This review is from: Which Ad Pulled Best? (Paperback)
This is an outstanding book which simply and practically teaches the elements that make ads effective (and ineffective). You must purchase the answer key to go along with it in order to benefit from it (the answer key is under the same name and easily found with amazon.com's search engine). I have been in advertising for 20 years and this book is a must-have for anyone interested in creating effective print advertising. Also, anyone who teaches advertising would benefit greatly by using this book as a text because students love it.
8 of 10 people found the following review helpful:
1.0 out of 5 stars
False advertising,
By A Customer
This review is from: Which Ad Pulled Best? (Paperback)
Although this book would be really helpful IF it included the answer to it's title "Which Ad Pulled Best," it doesn't answer that question in any of it's 50 example ads. I feel scammed! It's not made clear that one needs an answer book. The author should know my first rule of advertising...always be straight-up and honest!
3 of 3 people found the following review helpful:
4.0 out of 5 stars
How to Get the Answer Key,
By Copy Guy (Richmond, Virginia) - See all my reviews
This review is from: Which Ad Pulled Best? (Paperback)
To all those who decried the lack of an answer guide: Agreed! However, you can get it by contacting the office of the author, Scott Purvis, at Gallup & Robinson at 609-730-1550, 609-730-1566 (fax), or sos@gallup-robinson.com. You must filling out a form that attests to the fact that it's for professional and not academic use (that is, that you're not trying to get a better grade in an advertising course that uses it for a textbook).
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