| ||||||||||||||||||||
 Trade In this Item for up to £10.35
Get an extra £5 when you trade in books worth £10 or more until June 30, 2012. Trade in Persuasion in Advertising for an Amazon.co.uk gift card of up to £10.35, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Find more products eligible for trade-in.
|
Frequently Bought Together
Product details
|
More About the Author
Product Description
Product 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.
Persuasion is becoming more important in advertising. Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
Customer Reviews
Heavily academic and scientific, the language alienates the practitioner who is looking for practical tools (though to be fair the authors never promise practical answers...though this just further reinforces it's place as a piece of academic work for peer-group review)
If you can get past the first two chapters it has much that can be of educational value; you'll just have to read it 3 or 4 times!
Customer Discussions
|
This product's forum
Active discussions in related forums
Search Customer Discussions
|
Related forums
|
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
