Advertising Psychology: Theory and Planning (Revised Edition)

Author: Ding Jiayong
Publisher:
Publish Date: 2005-09-01
Features: Advertising psychology is a science that studies the psychological phenomena and patterns arising from the interaction between advertising activities and consumers (audiences) within a specific socio-cultural context and marketing environment. Based on the theoretical framework of advertising psychology and the advertising planning process as the main thread, the author has made a bold attempt to construct the system of advertising psychology. This concept is not commonly found in advertising-related books. Therefore, an important goal of advertising psychology textbook development should be to strengthen the guidance of application from the perspective of combining theory with planning, and to construct a textbook system for this discipline. This book is guided by this concept, exploring a new system suitable for undergraduate students in higher education institutions to learn advertising psychology through the organic integration of theory and planning. Based on modern advertising and consumer psychology theories, this book constructs the discipline system of advertising psychology with the advertising planning process as the main thread, marking a bold attempt. This concept is not commonly found in advertising-related books. It can also be considered a small contribution by the author to help Chinese advertising enter the world in the 21st century.