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This is a one-stop guide through the spectrum of persuasion, from everyday promotion to globe-altering propaganda. How do influential people, organizations, and nations build a community, market, or empire? When does persuasion become propaganda? The growing sophistication of persuasion and propaganda in the media, combined with the powerful reach of existing and emerging technologies, calls for a reframing of persuasive strategies and tactics for contemporary audiences. This multi-disciplinary text guides readers through the spectrum of persuasion, from everyday promotion to globe-altering propaganda. It is an eclectic, interdisciplinary overview of persuasive strategies and propaganda techniques. It uses global examples and case studies to define the spectrum of persuasion, from promotion to propaganda. It examines the performance of propaganda, from orality to new media. It includes exercises in each chapter to reinforce the key themes and promote discussion.