Persuasion in Advertising

Format Post in Marketing BY John O'Shaugnessy, Nicholas O'Shaugnessy

0415322243 Shared By Guest

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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.