Persuasion in Advertising (Paperback)

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, Persuasion in Advertising 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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Release date:	November 2003
First published:	2004
Authors:	John O'Shaugnessy • Nicholas O'Shaughnessy
Dimensions:	234 x 156 x 16mm (L x W x T)
Format:	Paperback
Pages:	232
ISBN-13:	978-0-415-32224-9
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Social sciences > Education > Teaching skills & techniques Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-415-32224-3
Barcode:	9780415322249

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