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The Persuasion IndustriesThe Making of Modern Britain$
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Steven McKevitt

Print publication date: 2018

Print ISBN-13: 9780198821700

Published to Oxford Scholarship Online: December 2018

DOI: 10.1093/oso/9780198821700.001.0001

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Planning for Success

Planning for Success

Persuasion in the 1970s

(p.85) 3 Planning for Success
The Persuasion Industries

Steven McKevitt

Oxford University Press

From the 1970s, consumers were becoming increasingly desensitized to the established tactics and tropes of the hard sell. The need for continued, effective audience engagement led to the emergence of a new methodology—born out of the growing body of sector-related academic research, based on emotional rather than rational appeals with much greater emphasis on the creative content—that allowed the persuasion industry to respond to this challenge. This chapter looks at the key methodological developments in the persuasion industries and their impact, namely the so-called creative revolution in advertising, the conception and adoption of account planning and market positioning, and the emergence of brand marketing. There is also an analysis of the mass media and their role in the delivery of persuasion. Developments and challenges affecting the UK’s burgeoning public relations sector are discussed.

Keywords:   advertising, marketing, public relations, branding, media, consumer society, consumption

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