On the one hand, do consumers fall into distinct segments of 'loyals' (each committed to just one brand) and 'switchers' (who are not committed to just one brand)? A prime objective would be to ...

This paper is concerned with only one aspect of advertising – that being persuasion. I use a broad common-sense definition of persuasive advertising: it is the attempt to use primarily one-way ...

Marketing is all about persuasion. Of course, you could argue that some of the most successful brands of all time—Coca-Cola or Nike, say—got to where they are not by convincing people that their ...

The art and science of persuasive political advertising continue to change, driven by technological advancements and an increasing understanding of voter behavior. Ethical considerations and voter ...