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    3. Persuasion in Advertising

    Persuasion in Advertising

    Posted By: Book-er
    Date: 14 Feb 2009 23:58:00
    Persuasion in Advertising

    O'shaughnessy "Persuasion in Advertising"
    Routledge | 2003-12-18 | ISBN: 0415322243 | 264 pages | PDF | 4 MB


    Persuasion in Advertising seeks to explain how advertising works and sets out the strategies for advertisers to adopt for persuasion. Persuasion is often the core of the marketing task and effective advertizing is always persuasive advertising; however, not all advertising 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 advertising persuasion.

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