Persuasion in Advertising 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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O'Shaughnessy, John/ O'Shaughnessy, Nicholas J. 作者

Routledge

译者

2003-12 出版日期

232 页数

$ 231.65 价格

HRD

丛书系列

9780415322232 图书编码

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Persuasion in Advertising 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Persuasion in Advertising 在线电子书图书描述

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, McDonalds, 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.

Persuasion in Advertising 在线电子书下载 mobi epub pdf txt 在线电子书下载

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