Advertising Psychology

Author: Ma Mouchao
Publisher:
Publish Date: 2002-08-01
Features: This book includes the following content: The attractiveness of advertising and attention strategies; The perceptual basis for understanding advertising messages; Memory strategies for high-efficiency advertising communication; The application of imagination and cognitive strategies in advertising creativity; Advertising persuasion and attitude change; The need-based foundation for rational appeals in advertising; Emotional appeals in advertising; Theories and methods for measuring advertising effectiveness; The helplessness of online advertising and its psychological effects; Environmental factors and advertising; Children and advertising; The psychological foundations of brand building and management; Brand image and brand equity; Corporate image and identity systems; Case studies and critiques of brand building and advertising works