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The Greatest Gift
Can anyone on earth escape the bumps on the road of life? Those bumps turned into huge potholes for Ann when she was diagnosed with a cancer from which she never recovered. Along the way, John OShaughnessy and their two boys discovered that the lessons they learned did not come from the hard knocks they took, but from choosing how to respond to them. In this riveting true story, discover how John came back from the dead end of grief and returned to hope.
Persuasion in Advertising
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, 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. 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 text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.
Why People Buy
Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is an essential resource for MBA students and students of marketing and business, and 'must' reading for anyone involved in selling or buying.
The Marketing Power of Emotion
How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.
It All Comes Back to Me Now
The "Golden Apple" of the title is Westchester County, NY, where O'Shaughnessy broadcasts from community radio station WVOX. The collection of his commentaries, profiles, vignettes, tributes, speeches, and interviews rounds up famous personalities like Mario Cuomo, Ossie Davis, Ruby Dee, Hillary Clinton, Cardinal O'Connor, and George Plimpton as well as the "townies" who inhabit the wealthy suburb outside New York City. Three sections of bandw snapshots show some of the prominent characters involved. c. Book News Inc.
Consumer Behaviour
A high level textbook discussing different perspectives in consumer behaviour. Drawing on real life case studies, this book enables students to critically approach and evaluate behavioural concepts.
The Irish Chieftains
Reprint of the original, first published in 1872. The publishing house Anatiposi publishes historical books as reprints. Due to their age, these books may have missing pages or inferior quality. Our aim is to preserve these books and make them available to the public so that they do not get lost.
More Riffs, Rants, and Raves
Bill O'Shaughnessy's back. Here's the third big book of interviews, editorials, essays, commentaries, and observations, and just plain good talk from an authentic American voice. From the "bully pulpit" of his radio stations, O'Shaughnessy's in the middle of it all-politics, local and national; culture, high and low and in-between; the media; and, above all, the rich flow of ideas and opinion that from what the Wall Street Journal calls "the quintessential community station in America." For this compelling and fascinating collection, O'Shaughnessy gathers interviews with everyone from Tony Bennett on the singer's art to Ed Koch on the art of politics. Essays and talks from luminaries ranging...
