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Conditions

In: Persuasive Advertising

Author

Listed:
  • J. Scott Armstrong

    (University of Pennsylvania)

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.

Suggested Citation

  • J. Scott Armstrong, 2010. "Conditions," Palgrave Macmillan Books, in: Persuasive Advertising, pages 14-24, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-28580-4_3
    DOI: 10.1057/9780230285804_3
    as

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