Contents
Chapter 2 Understand the Product
Chapter 3 The Elements of a Communication Strategy
Chapter 4 The Power of Credibility
Chapter 5 Putting Persuasion Power Into Effective Messages
Chapter 6 Formats for Persuasive Ad Messages
Chapter 7 Evaluating Advertising Ideas
Chapter 8 Advertising Approval Process Challenges
Chapter 9 Production Adversity
Chapter 10 Assessing the Results
Appendix: Five Easy Pieces for Retailers
Fast Brain Fallacy: How Many Countries in Africa?
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