Persuasion in Advertising

Name: Persuasion in Advertising
Brand: Taylor & Francis
SKU: 9780415322249
Price: 123.0 NZD
Availability: InStock

By Nicholas O'Shaughnessy and John O'Shaugnessy

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Summary

Persuasion in Advertising explores the art and science behind effective advertising, focusing on how persuasion drives consumer behaviour. The book explains key strategies advertisers use to convince audiences, blending theoretical insights with empirical research. It covers topics including the challenges of persuasion, the roles of rationality and emotion, reinforcement techniques, and cognitive processes. Through original case studies ranging from Death Cigarettes and Mecca Cola to BMW and McDonalds, the authors demonstrate how these concepts work in real campaigns. This text offers a clear, accessible guide for understanding and applying persuasive techniques in marketing.
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Format: Paperback / softback

$123⁰⁰

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Persuasion in Advertising

$123⁰⁰

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This book is ideal for marketing students, academics, and professionals interested in advertising strategies and consumer psychology. Its blend of theory and practical examples makes it a valuable resource for those studying or working in marketing and communications.

Offering not only a conceptual and theoretical grounding in persuasive techniques, this title also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. It includes case studies on campaigns as diverse as Death Cigarettes and Mecca Cola.

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, Persuasion in Advertising 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, McDonald's, Omega, and Silk Cut.

A genuinely fresh and accessible text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.

Book Details

INFORMATION

ISBN: 9780415322249

Publisher: Taylor & Francis Ltd

Format: Paperback / softback

Date Published: 20 November 2003

Country: United Kingdom

Imprint: Routledge

Audience: Tertiary education, Professional and scholarly

DIMENSIONS

Width: 156.0mm

Height: 234.0mm

Weight: 430g

Pages: 232

Collections

Business & Entrepreneurship Education & Reference John O'Shaugnessy Marketing & Sales Nicholas O'Shaughnessy Non-Fiction

About the Author

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.