Persuasion in advertising

Persuasion in advertising

book type
0 Review(s) 
LF/650524/R
English
In stock
грн95.00
грн85.50 Save 10%

  Instant download 

after payment (24/7)

  Wide range of formats 

(for all gadgets)

  Full book 

(including for Apple and Android)

Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work.Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.
LF/650524/R

Data sheet

Name of the Author
John
Nicholas J.
O'Shaughnessy
Language
English
ISBN
9780415322249
Release date
2004

Reviews

Write your review

Persuasion in advertising

Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best p...

Write your review

15 books by the same author:

Products from this category: