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Erschienen in:
2010 | OriginalPaper | Buchkapitel
Conditions
verfasst von : J. Scott Armstrong
Erschienen in: Persuasive Advertising
Verlag: Palgrave Macmillan UK
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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.