Persuasion in Advertising

Persuasion in Advertising

by John O'Shaughnessy, Nicholas J. O'Shaughnessy
     
 

A practical and in-depth guide to the art of advertising persuasion, this book draws on research, concepts and case examples from the US and Europe to explain advertising theories and set out strategies for adoption.See more details below

Overview

A practical and in-depth guide to the art of advertising persuasion, this book draws on research, concepts and case examples from the US and Europe to explain advertising theories and set out strategies for adoption.

Product Details

ISBN-13:
9780203299982
Publisher:
Routledge
Publication date:
11/20/2003
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
2 MB

Meet 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.

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