Albion were the first to threaten in the opening stages, Zamora's back header from Watson's right-wing cross drifting wide of the far post.
Preston chief Craig Brown was acutely aware of the threat Zamora poses.
Brown, the former Scotland coach, hailed the Albion marksman as Premiership class following the draw between the sides earlier in the season.
Albion's bright start continued when Rodger did well to get to the by-line.
Barrett twisted to meet his cross to the near post with a header which forced Lucas into his first save of the afternoon.
A corner from Carpenter, the Seagulls' second in the early exchanges, was cleared straight back to him at the near post by Cresswell, making his 100th appearance for the visitors.
Carpenter's second cross was a much better one. It eluded keeper Lucas before Skora eventually cleared the danger.
Both of Preston's goals at Deepdale came from corners and their first moment of menace arose from a set piece situation.
A long throw by Mears was flicked on at the near post by Cresswell. Fortunately for Albion none of his colleagues were on hand to capitalise.
Lucas, who saved a penalty from Zamora in Preston's 2-0 FA Cup triumph last term, looked less than convincing in the air.
He failed to hang on to a cross from Brooker as Zamora and Hart put him under pressure, but Hart's ensuing dink across the face of goal came to nothing.
Abbott, an under-19 Polish international born in York, made a meal of a challenge inside the Albion area by Ingimarsson.
Referee Len Cable quite rightly ignored the Preston forward's half-hearted appeal for a penalty.
The pattern of the first 15 minutes was one of Albion control and pressure without causing the Preston defence too many alarms.
The Seagulls were given a warning that North End could counter-attack effectively as Abbott released Cresswell through the inside right channel.
He rather surprisingly did not take the opportunity to shoot and instead tried to cut inside challenges from first Cullip and then Ingimarsson.
Cresswell went down somewhat theatrically under Ingimarsson's tackle and referee Cable once more refuted the visitors' penalty claims.
Brooker, in good goal-scoring form of late, almost broke the deadlock midway through the first half.
He ended a weaving run into the Preston box with a low drive just wide of the far post.
Referee Cable decided he'd had enough of Preston's play-acting when Skora fell inside the Albion area from a cross by Abbott which Rodger headed away.
Skora had his name taken for diving.
A diagonal cross from Cullip caused considerable confusion in the Preston defence. Lucas dealt with it one-handed and eventually advanced outside his area to scramble the ball clear from Rodger.
Cresswell was giving the Albion back four plenty to think about. He turned smartly away from Ingimarsson from a throw-in to deliver a low cross which Albion managed to deal with.
Albion's frustration increased as they were foiled by the woodwork twice in swift succession.
A long throw by Mayo fell for Cullip to crash against a post from close range.
Zamora then rose to meet Carpenter's ensuing corner with a towering header which thumped against the crossbar.
The hectic burst of activity continued with a caution for O'Neil for delaying a free kick.
The free kick was consequently advanced by referee Cable to just outside the Preston area.
It took an eternity to be taken while the Preston wall was shuffled back and Watson's eventual effort was pushed away by Lucas, moving to his right.
Preston were displaying plenty of appetite for a fight, even though they arrived just below halfway in the table with little but pride to play for.
Rodger nearly repeated his goal in the first meeting between the clubs with a scissor-kick from 20 yards which flashed narrowly wide.
Coppell stressed in the build-up to the match that Albion must concentrate on themselves, but there was encouraging news for Albion from elsewhere approaching the interval, with fellow strugglers Stoke, Grimsby and Sheffield Wednesday all behind.
It had been an aggravating half for Coppell's side and they could count themselves unfortunate not to go in leading.
Preston had a rare opportunity to put some pressure on the Albion defence after the break when Mayo was penalised for a challenge on Abbott on the right wing.
Lewis, who played in the world cup for America last summer, wasted the free kick with a disappointing delivery which Carpenter headed clear on the edge of his own area.
Preston showed more attacking conviction in the early stages of the second half. Scottish international full back Alexander had their first shot on or off target with a low effort wide from outside the box.
Albion were fortunate not to fall behind in the 51st minute. Cullip miscontrolled inside his own box but Lewis fired over from 12 yards.
Another chance went begging for North End a couple of minutes later.
Skora put McKenna through, but he inexplicably tried to set up Lewis to his left instead of shooting himself and Albion managed to clear their lines.
The crowd were becoming more anxious. Brooker was having one of those afternoons when not much was going right for him and the Seagulls needed to re-establish their first-half superiority.
Play was interrupted while Skora received treatment and the Seagulls almost ended the stalemate immediately afterwards.
Brooker's deep cross was nodded back by Barrett for Hart to get in a header which Jackson hacked clear close to his own line.
At the other end O'Neil's downward header from a corner by Lewis bounced straight to Beasant, aiming for his fifth clean sheet at Withdean in succession.
Zamora and Hart were both unable to connect with a free kick from the left flank by Carpenter as Albion looked for a way through.
Barrett, bidding to show Preston what they had missed, shot wide from 20 yards, although Lucas appeared to have it covered in any case.
Preston were still dangerous on the break and it required a fine save by Beasant to keep Albion on terms with 20 minutes remaining.
Cresswell, fed by Abbott, produced a delicate chip from 25 yards which the back-peddling keeper clawed over his own bar.
The reprieve was brief for the Seagulls as Preston took the lead a minute later.
It was a poor goal to concede, Jackson crashing home a header from Alexander's corner.
Albion, un-nerved by letting in their first goal at home for seven hours 36 minutes, almost fell further behind as Cresswell shot just wide of the far post.
Skora's curving effort from the edge of the area was then kicked on to the bar by Beasant to keep Albion's hopes alive.
Albion made a double substitution on 76 minutes, Kitson coming on for Barrett and Jones for Brooker. Preston at the same time brought on Etuhu for Skora.
Kitson almost made an instant impression for the second match running after North End had introduced Cartwright for Lewis.
Found by Rodger's pass, his first effort was saved by Lucas and his follow-up was cleared off the line by Lucketti.
Preston boss Brown was banished from the Preston bench by referee Cable in the closing stages for protesting when Abbott was blatantly brought down inside the area by Beasant.
It should have been a penalty but it didn't really matter as, on 86 minutes, Cresswell cut inside before cracking a shot in off the post to confirm the visitors' victory.
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