Persuasion in Advertising John O'Shaugnessy, Nicholas O'Shaugnessy is available to download
|Persuasion in Advertising|
John O'Shaugnessy, Nicholas O'Shaugnessy
|Type: ||eBook |
|Released: ||2003 |
|Publisher: ||Routledge |
|Page Count: ||233 |
|Format: ||pdf |
|Language: ||English |
|ISBN-10: ||0415322243 |
|ISBN-13: ||9780415322249 |
Persuasion in Advertising seeks to explain how advertising works and sets out the strategies for advertizers to adopt for persuasion.Persuasion in Advertising
Textbook Persuasion is often the core of the marketing task and effective advertizing is always persuasive advertizing; however, not all advertizing seeks to persuade. Drawing on empirical research, concepts and case examples from both the US and Europe, this book illustrates how theory is put into practice, offering readers a practical and in-depth guide to the art of advertizing persuasion.
About the Author
John O'Shaughnessy is Emeritus Professor of Business at Columbia University Graduate School of Business and Senior Research Associate of the Judge Institute of Management Studies, Cambridge University. He is the author of numerous books and journal articles.