{"product_id":"persuasion-in-advertising-9780415322249","title":"Persuasion in Advertising","description":"\u003cp\u003eEffective 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eOffering 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.\u003cp\u003eTo 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e John O'Shaugnessy,Nicholas O'Shaughnessy\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 11\/20\/2003\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 232\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.88lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.18h x 6.32w x 0.44d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780415322249\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eJohn O'Shaughnessy \u003c\/strong\u003eis 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cstrong\u003eNicholas Jackson O'Shaughnessy\u003c\/strong\u003e 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.\u003cbr\u003e","brand":"Routledge","offers":[{"title":"Paperback","offer_id":44185080397939,"sku":"9.78042E+12","price":117.15,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/files\/img_df2e73e7-22d1-405e-b367-7b489ecafa09.jpg?v=1767099844","url":"https:\/\/bookstorenmore.com\/products\/persuasion-in-advertising-9780415322249","provider":"Bookstore N More","version":"1.0","type":"link"}