Modern Advertising Psychology

Author: Wang Yong / Guan Yijie (editors)
Publisher:
Publish Date: 2005-02-01
Features: The modern market view is consumer-centric. This statement has two meanings: , all market activities are for the service of consumers; second, all market strategies must align with consumer behavior characteristics. This book aims to elucidate the psychological principles in advertising activities. It also provides specific introductions to relevant empirical research findings, such as the advertising work evaluation system, preferences of different consumer groups for brand types, the psychological behavioral characteristics of brand effects, factors that constrain advertising effectiveness, brand attributes and their detection techniques, cognitive effects of online advertising, and more. It also elaborates on relevant theories from abroad, such as the Elaboration Likelihood Model and the Meaning Transfer Model. The book discusses the relationship between modern advertising and psychology from different perspectives, introduces the interactive relationship between advertising media and audiences, the psychological characteristics of audiences, how advertising captures audience attention, how to create the best advertising impression, and how to stimulate consumer desire. Based on psychological theories, it focuses on capturing audience psychology to enhance the dissemination effectiveness of advertising messages. Through learning, students can master the basic principles and laws of advertising psychology and apply its methods to advertising communication and expression.