Download the fantastic book titled Persuasion in Advertising written by John O'Shaughnessy, available in its entirety in both PDF and EPUB formats for online reading. This page includes a concise summary, a preview of the book cover, and detailed information about "Persuasion in Advertising", which was released on 23 June 2024. We suggest perusing the summary before initiating your download. This book is a top selection for enthusiasts of the Business & Economics genre.
Summary of Persuasion in Advertising by John O'Shaughnessy PDF
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.
Detail About Persuasion in Advertising PDF
- Author : John O'Shaughnessy
- Publisher : Psychology Press
- Genre : Business & Economics
- Total Pages : 246 pages
- ISBN : 9780415322232
- Release Date : 23 June 2024
- PDF File Size : 15,7 Mb
- Language : English
- Rating : 4/5 from 21 reviews
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