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Advertising is becoming more accountable. Creative decisions, though, remain very difficult to justify. Armstrong’s (2010) evidence-based persuasion principles are a landmark effort to bring together evidence to support creative decisions. In this invited commentary, we ask: “What does this test of the Persuasion Principles Index...
This report argues that the notion that large brands are dying is simply not true. Nor has the world fundamentally changed in a way that favours small brands over big.