Persuasion in Advertising by John O'Shaughnessy
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Persuasion in Advertising
By John O'Shaughnessy

Persuasion in Advertising

By (author) See other recent books by John O'Shaughnessy See other recent books by Nicholas Jackson O'Shaughnessy
Format: Paperback

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Persuasion in Advertising by John O'Shaughnessy

Book Description

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.

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Book Details

ISBN: 9780415322249
ISBN-10: 0415322243
Format: Paperback
(234mm x 156mm x 13mm)
Pages: 232
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 20-Nov-2003
Country of Publication: United Kingdom

Other Editions...


Books By Author John O'Shaughnessy

Competitive Marketing by John O'Shaughnessy Competitive Marketing, Paperback (November 2015)

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

Competitive Marketing (RLE Marketing) by John O'Shaughnessy Competitive Marketing (RLE Marketing), Hardback (August 2014)

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

» View all books by John O'Shaughnessy

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Author Biography - John O'Shaughnessy

John O'Shaughnessy is Professor Emeritus of Business at Columbia University and Senior Associate of the Judge Institute of Management Studies at the University of Cambridge. He is the author of 12 books on business. Nicholas Jackson O'Shaughnessy is Professor of Marketing and Communication at the University of Keele. He has published in many European marketing journals and is the author of two books on marketing.

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