Understanding people, especially your audience, is critical to developing well-considered and effective persuasive advertising communication. Being able to interpret how people and audiences think, behave and make decisions, can help advertisers to determine how they can be best reached and persuaded. In this course you will explore how theory and research on consumers, and target audiences influence communication decisions. and apply these theories and audience insights to develop effective and persuasive communication. You will also examine how to employ creativity, emotion, rhetoric, and the underlying theories of persuasion to develop persuasive messages and communication.