Advertising Principles - Evidence-based principles
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A structured "evidence-based" advertising proposal PDF   E-mail
Scott Armstrong proposes an approach to structuring an advertising campaign proposal. This is based on evidence that he has collected over the years on how to prepare a persuasive written proposal. This is shown via two examples that were prepared by some of his students. See the examples on the "Presenting Ad Proposals" page here.
 

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7.5.3 Be cautious in using a personal tone

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A complete description of the principles has been published in Persuasive Advertising, June 2010.

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