Advertising Psychology

Author: Wang Huaiming (Editor)
Publisher:
Publish Date: 2004-08-01
Features: This book reflects the latest research findings in advertising psychology both domestically and internationally since the 1990s, while also summarizing our own recent research efforts. It provides detailed introductions to the development of persuasion theory, new developments in celebrity advertising research, and brand building. The book's distinctive feature is the combination of theoretical and practical aspects, offering readers a relatively complete theoretical framework for advertising psychology. It not only thoroughly explains the basic concepts and principles of advertising psychology, ensuring the completeness and systematic nature of the subject content, but also provides numerous practical case studies to enhance readers' operational skills. To help readers review and consolidate their knowledge, each chapter includes a sufficient number of thought-provoking questions. The primary target audience for this book is undergraduate and associate-degree students in advertising and related fields at higher education institutions. It is also suitable for advertising practitioners, marketing professionals, and others interested in advertising psychology.