Advertising Psychology

Author: Huang Heshui
Publisher:
Publish Date: 2003-09-01
Features: This book is a fundamental textbook for advertising majors in universities. It introduces the basic principles of advertising psychology, covering the nature, research objects, research methods, and brief history of the discipline. It emphasizes the psychological foundations of advertising strategies, such as the psychological characteristics of various consumer groups, consumers' brand selection strategies, consumer purchasing behavior, and consumers' responses to advertising. It also explores the psychological basis and methods of advertising planning, such as defining the target audience of advertising, determining advertising goals based on psychological principles, and brand positioning decisions. Additionally, it covers the principles and methods of advertising communication, including the persuasive mechanisms of advertising, basic methods for shaping corporate image, and evaluation of advertising appeal methods. The book also discusses the psychological patterns of advertising presentation, such as the creative methods of advertising concepts, psychological principles of advertising presentation, and the principles and methods of attracting attention. Furthermore, it examines the psychological basis of media planning, such as the characteristics of the four major advertising media, consumers' attitudes toward exposure to primary advertising media, and the psychological characteristics of advertising media. The book also explores the psychological effects of advertising elements such as color, imagery, and language, as well as the measurement of advertising effectiveness.