Go Figure! New Directions in Advertising Rhetoric
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Go Figure! New Directions in Advertising Rhetoric by Edward F. McQuarrie
Book DescriptionRhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric.
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Book DetailsISBN: 9780765618016
(229mm x 152mm x 24mm)
Imprint: M.E. Sharpe
Publisher: Taylor & Francis Inc
Publish Date: 15-Dec-2007
Country of Publication: United States
Books By Author Edward F. McQuarrie
Market Research Toolbox, Paperback (July 2015)
An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills.
Customer Visits, Hardback (August 2008)» View all books by Edward F. McQuarrie
Visits to customers by a team of marketers and engineers play an important role in exploring customer satisfaction. This book provides step-by-step instructions for making use of this market research technique. It contains several examples which explain how to set feasible objectives and how to select the right kind of customers to visit.
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