Which Ad Pulled Best? [Paperback]

Scott Purvis (Author)

Book Description

ISBN-10: 0072556641 | ISBN-13: 978-0072556643 | Publication Date: September 20, 2002 | Edition: 9

Focusing on real-world learning about advertising and research, this book shows the reader how to determine the factors that make advertising effective--and ineffective.

Based on actual examples, rather than theory, this updated ninth edition of the successful Which Ad Pulled Best? features interviews with leading advertising experts.

Here readers are given a rare inside view of the planning and ideas behind successful ad campaigns.

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.

About the Author

Scott Purvis is the president of Gallup & Robinson, Inc.

Product Details

• Paperback: 144 pages
• Publisher: McGraw-Hill/Irwin; 9 edition (September 20, 2002)
• Language: English
• ISBN-10: 0072556641
• ISBN-13: 978-0072556643
• Product Dimensions: 10.7 x 8.4 x 0.1 inches
• Shipping Weight: 9.6 ounces
• Average Customer Review: 2.4 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #1,266,501 in Books (See Top 100 in Books)

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Customer Reviews

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, May 3, 2000

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, March 2, 2001

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, March 24, 2006

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 [e-mail]. 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).